Numbers — Provenance infrastructure for humans and AI

TypE

—

Studio

Package

—

Rebrand

Stage

—

Private

Industry
Digital Provenance
Deliverables
Strategy, Branding, Product Design, Website Design, Development, Animation, 3D, Video
Backed By
Protocol Labs, Noir Ventures, Binance, Youtube & Twitch Founders, DAO Maker
View website

Numbers Protocol is an open and decentralized infrastructure designed to bring provenance to digital media. In a world where AI can generate content instantly and at scale, Numbers provides the tools, standards and APIs to prove where digital assets come from, how they’ve been used and whether they can be trusted. Enabling creators, platforms and AI developers to embed and verify provenance at every stage of a media asset’s lifecycle.

We originally built the Numbers brand five years ago. As AI drastically changes the internet, Numbers asked us for a strategic and visual update that reflected their new role: building the foundational provenance layer for the AI internet. We redefined the brand strategy with a new central idea ‘The Provenance Principle’ and positioned Numbers as infrastructure for both humans and machines. For creators, Numbers is a way to prove the origin and evolution of their work, license it fairly and control its downstream use, especially in AI training datasets. For media organisations Numbers is a way to verify visual content in journalism and storytelling, strengthening trust with audiences. And for AI developers, Numbers is a way to train models on transparent, structured and ethically sourced data.

‍

Keeping the already strong original logo, we created a new layered visual identity that mirrors the way the technology works: raw images sit atop a Numbers layer, symbolising how data acts as a protective foundation. We coded a custom ASCII art generator, allowing the team to generate branded, traceable visuals at scale, this artwork became a core design element. We also rebuilt their website from the ground up and introduced modular layouts, archival frames and a flexible design grid to reflect structure, order and traceability. The result is a brand that communicates the value of human truth in a machine-generated world.