TOM

TOM is an internal AI-powered DevOps assistant developed within Endava’s Innovation Lab. Designed to simplify the journey from planning to deployment, TOM helps teams automate repetitive tasks, navigate complex workflows, and make smarter decisions through AI-assisted development.

My Role

Brand Identity Designer

I partnered with a product team within Endava’s Innovation Lab to translate TOM’s existing product vision into a cohesive brand identity. My role included brand strategy, logo design, illustration, typography, colour systems, creative direction, and developing a flexible identity system across digital products and internal communications.

Challenge

The product name had already been established before I joined the project. The challenge was to build a distinctive brand identity and narrative that brought TOM’s personality to life while making AI-powered DevOps feel approachable, intelligent, and trustworthy within a traditionally complex technical space.

Solution

Building on the team’s existing concept, I developed a brand identity that gave TOM a distinctive personality and narrative. Inspired by the familiar chase between Tom and Jerry, I flipped the story on its head: through smarter planning, TOM finally catches the mouse. This idea became the foundation of the brand, shaping the tagline Smart Planning. Smarter Outcomes. and positioning TOM as a clever partner rather than an intimidating technical tool. A playful visual language of bold geometric forms, expressive characters, and vibrant colour made complex technology feel approachable, memorable, and inviting.