Rigetti / Science, not fiction
Opportunity
Rigetti, a quantum computing startup, needed to stand out against tech giants as they approached a major event. I led a small, agile team to quickly refresh their brand and website. We revamped Rigetti's visual identity with a bolder color palette and a digital-friendly logo. Through collaborative workshops, we designed a new website that met both user needs and business goals. This dynamic makeover helped Rigetti showcase their innovative technology and make a strong impression in the competitive quantum computing field, just in time for their biggest annual event.
Impact
The company launched its new brand and website in February 2020. Since then, it has introduced new products, transitioned from founder leadership to an experienced CEO, and gone public. While the website has evolved alongside the company's growth, we were brought back in 2024 for a special project. Our task was to spearhead the branding and launch of Novera, the world's first personal quantum computer.
For the brand, we amplified its boldness. The website design was inspired by IBM and Google's exclusive CES exhibits, but doing the opposite. Instead of making quantum computing seem mysterious and out of reach, we designed a site that's transparent and simple to understand.
This fit perfectly with Rigetti's goal of bringing quantum technology to everyone.
The brand was a mishmash
Years of quick fixes and inconsistency created a brand with no uniform identity or equity.
We did something nobody else would
We removed all barriers between the machine and potential users.
Simple language makes it accessible
We let the numbers explain the technical details. We talked about the machine in clear, simple language, with nothing to hide.
Future proofing
We knew the technology would change, so we designed a flexible, component-based system that could adapt in both function and display.
Creating community
One of our goals for the site was to invite people to work with Quantum. We kept the CTA clear and simple to ensure easy access.
You made it this far, so here’s a fun fact about this project.
Being different by being us
The CES IBM exhibit inspired us. Their machines were showcased like jewelry, with velvet ropes and special lighting, making them seem unobtainable.
Before this, we struggled to create something impactful. Seeing what others were doing made it clear—we needed to do the exact opposite.
