Visual identity, content design and WordPress website for an AI cognitive governance model
A visual identity and a website that speak about AI governance to enterprise companies
AISMA is a research and technology transfer centre accredited by Unioncamere/MIMIT and recognised as a training body by Regione Lombardia: for over ten years it has supported companies and organisations in the responsible adoption of artificial intelligence, with a team of researchers, data scientists and PhDs in mathematical and statistical disciplines.
For us at PaperPlane, the project was far more than a simple restyling: visual identity, content design and the WordPress website had to work together to convey an offering that is hard to grasp at a glance (a cognitive governance model, not just another AI product), speaking the language of decision-makers without losing credibility in the eyes of those who assess the technical infrastructure.
Request
AISMA needed to reposition itself in the eyes of non-technical CEOs and CTOs: to present an AI cognitive governance model without making it look like yet another tool or software platform.
Result
A website that speaks two languages in the same space: that of responsibility and risk for those who decide, and that of technical detail for those who examine the infrastructure up close, without the two levels ever blurring — the same duality that the organic visual identity makes recognisable at a glance.
The context
Building the message: making the concept of AI governance clear to a C-level audience
When we started working with AISMA, the brief was to reposition the company around the concept of the “Cognitive Enterprise” (Impresa Cognitiva). AISMA does not sell a software platform: it sells an organisational model for governing artificial intelligence within companies and turning corporate know-how into a reusable asset.
The central challenge of the project starts here: making an abstract concept like AI governance clear in a few seconds, with the big picture for those who decide and the technical detail for those who evaluate.
UX and Content Design
Content design: an information architecture with two reading levels
We designed a content architecture with two reading levels.
The homepage stays abstract and strategic: it presents the model and its three pillars — enterprise ontology, human oversight, Control Plane — and keeps the proprietary technology in the background.
The Cogniss page, by contrast, goes into technical detail, with features listed directly rather than told as a story. Every section also puts the problem before the solution — a block devoted to four concrete risks, from hallucinations to vendor lock-in, comes before the presentation of Cogniss’s eight operational deliverables — so readers first recognise their own problem and only then meet the answer.
Brand and UI
The visual identity: an organic imagery to govern complexity
The interface directly inherits the work done on the brand: the same visual identity, applied to the website, brings to the surface the tension that the copy resolves in words.
The concept, “Organic Logic” (Logica Organica), stages nature — forests, waterfalls, ferns, living and not-yet-structured elements — as an image of raw corporate knowledge, overlaid with a grid of nodes, coordinates and vector lines that represents governance: the rational part that measures, maps and disciplines that complexity.
The typography follows the same dual logic: an elegant italic for headlines that gives the narrative room to breathe, paired with a clean sans-serif where technical clarity is needed. The palette keeps a sober, enterprise register, far from the blues and violets of AI startups that the target audience has grown used to, consistent with positioning as a strategic partner rather than a tech product.
Development
The WordPress website: a custom foundation, built with Flying to evolve over time
The website was developed with our Flying framework on the WordPress infrastructure: a technical foundation designed to give full control over the platform, without relying on third-party plugins that would limit its flexibility and stability over time. This approach allows us to build tailor-made automations for each project, deliver solid performance from the first release, and step in quickly when the site needs to evolve alongside the client’s business.
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