Doug Fir Labs
Overview
Doug Fir Labs builds neuro-symbolic AI infrastructure for systems that need more than fluent prediction. The work brings reasoning, verification, and explainability closer to the model layer, so teams can trust how an answer was produced, not just whether it sounds right.
My role is to make that idea legible without sanding it down. The brand and interface need to feel technical, precise, and confident, while still giving people a clear way into a complex infrastructure story.
Scope
- Identity and site direction
- Interface design system
- Front-end implementation
- Technical narrative
- Research publishing surface
- Structured metadata
- Newsletter and contact flow
- Atmospheric interaction layer
Approach
The project needed to feel more like a research lab than a software landing page. The design language leans into forest greens, restrained typography, and a technical rhythm that gives the AI infrastructure story room to breathe.
I treated the site as a product surface for a research thesis: clear hierarchy, short positioning, long-form proof, and a low-friction path for early partner conversations.
- Built a homepage that leads with the lab thesis: intelligence that can reason, not just predict.
- Created a research article format for longer technical arguments around verification, composability, and explainability.
- Used motion, texture, and forest imagery to create atmosphere without reducing the product to decoration.
- Added structured metadata and social previews so the brand holds together when shared outside the site.