Brand identity for an invented service

You open it. We close it.

Too many tabs open, and none of them online. For Vol. 02 of Brands that should exist we invented a service that closes exactly those tabs, and gave it a loud, friendly, slightly cheeky brand. We designed the name, logo, service kit, website and campaign with AI.

Naming & branding
Service design
AI imagery

Invented brand, made with AI. Concept, branding and art direction by wild & co.

05 open tabs

Return the parcel
Cancel the “free” trial
Chase the plumber
Claim the warranty
Move the dentist. Again.

The brand · Human tab

Pass it over. Get it done.

Human tab is an invented service for the small open tasks that take up far too much headspace: the parcel, the trial, the plumber. One real person takes over, always the same one, and you get the result back with proof.

Ink#202025
Warm White#F6F3EE
Open Lilac#B2A8ED
Done Lime#D5F86A
Action Orange#FF774E

How it works · from open to done

Humanity as an action, not a stock smile

No bot, no ticket queue. Your tasks go to one person who knows your preferences, and you approve anything sensitive first. A task only counts as done with the result and the proof. If something can't be finished, you get the reason and the next sensible step.

5 / 5 done

Open[00]
You send one concrete task by message or web form.
Scope[00]
Goal, effort, cost range and access are confirmed. Sensitive steps need your OK.
Handled[00]
Your person takes care of it, or tells you clearly what's still missing.
Done[05]
You get the result and the proof. Tab closed.
- Return the parcelProof attached
- Cancel the “free” trialProof attached
- Chase the plumberProof attached
- Claim the warrantyProof attached
- Move the dentist. Again.Proof attached

Human tab slide 5: “A real person. The same one.”: two hands pass the lilac card across a kitchen table — Handed over · a real person, the same one

Human tab slide 7: “The best part? The receipt.”: a lime Done card with checklist leaves a folder — Handed back · result and proof

post 06 / 10 · animationOne task runs through all four states until the tab is closed.

Slide six

Watch it close a tab.

The gym you never go to: requested, scoped, handled, with the confirmation attached. The animation shows the whole service in eight seconds, and the website and campaign work exactly the same way.

Open
Scope
Handled
Done

The series · brands that should exist

Brands that don’t exist yet

Somebody should invent this: for the series we invent business ideas and brands we would buy on the spot, and build the whole brand world around them, with name, logo, design, product, website and launch. We think like founders and design like a studio.

This episode is for everyone with too many little things on the go: return the parcel, cancel the free trial, chase the plumber. The ten slides tell the service from the open tabs to the receipt. The slides in Human tab’s own colours are on this page; the opening, the series idea and the close are written into this text.

Have a brand idea
Keep it in your head for months
Pass it over to wild & co.

Human tab slide 3: “Too many tabs open.”: five lilac tabs from “Return the parcel” to “Move the dentist. Again.” — Too many tabs open · none of them online

Moodboard · open, handled, done

What we did · the to-do list

From open to done

The whole identity follows one flow with three states: open, in progress, done. Lilac stands for everything still open; lime is reserved for tasks that are really finished. From that came the logo, the folder symbol, the service kit, the website with its board and the campaign with oversized tabs.

IdeaAn everyday admin service where one real person takes on your small tasks and reports back with proof.
StrategyFor busy households and the self-employed, one fixed person, clear approvals and visible proof instead of a luxury concierge.
IdentityA heavy grotesque, a ticked folder as the symbol and monospace for statuses like OPEN, HANDLED and DONE.
Service kitA black folio, lilac folders, lime Done cards and a handover card for the very first task.
Website and launchA board from open to done and the campaign “Close a tab” with everyday chores as giant tabs.

Human tab slide 8: “Loud, friendly, a bit cheeky.”: service kit with folio, folders, cards and palette — Service kit · a tangible handoff

Human tab slide 9: “Close a tab.”: website board from open to done and oversized everyday tabs — Website · task states you can see

Status · done

Brand: Human tab, fictional
Series: Brands that should exist, Vol. 02
Carousel: 10 slides, slide 6 closes a tab
Imagery: Made with AI, art-directed by wild & co.

What's the open tab in your business?

Maybe it's the idea that has been waiting in your head for months, or a service that still has no face. We take on the part that keeps getting pushed back: name, logo, imagery, website and launch. With AI we can show you early on how your brand will feel.

AI imagery & AI video for your brand Guide: AI images for business

Status: open

Close your open tab.

The brand idea that's been sitting in your head for months? Pass it over. We'll turn it into a brand and come back with the result.

Pass us your project