Agency: Pentagram
Team: Jody Hudson-Powell & Luke Powell

To see is to understand. TwelveLabs sees video like humans do. Understanding it means more than breaking it into frames, tags, or transcripts. Video is continuous. Meaning unfolds over time, across movement and context. When these elements are separated, understanding is lost. TwelveLabs approaches video differently. Instead of treating it as a timeline, it understands video as a volume. Sound, visuals, text, motion, and context are held together as a single spatial system that can be navigated and understood as a whole. This idea became the foundation of the identity. If video is perceived spatially, the brand should be too. Colour, 3D form, motion, and typography work together as one system. Time becomes space. Events become structures. Information appears as visible threads rather than abstract outputs. As complexity grows, the system scales with it, remaining clear, legible, and human-readable.

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