Overmind

Building the Agentic Frontier

As AI products become more autonomous, the work behind them is becoming harder to scale. Teams need to score traces, prepare datasets, fine-tune models, evaluate performance, and continuously improve the intelligence that powers their systems. Co-founded by Tyler and Sam, Overmind makes that process more accessible, giving AI teams the tools to turn real product behaviour into better models. New Genre was brought in to build a brand identity from the soil up, our collaboration resisted typical tech cliché.

The brand challenge was a trust-building exercise: creating a developer-friendly platform that felt mature and authoritative in a crowded market of agentic tooling. Given complete creative freedom, we set out to craft an experiential, story-driven ecosystem capable of commanding trust from both discerning buyers and the developer community.

Flexing on Digital Mythos

To capture developer imaginations, we anchored Overmind’s visual system in the rich heritage of retro gaming — translating the hallucinatory memories of sitting in front of an Atari 2600, embalmed with the glow of a CRT display, into reusable brand design patterns and sharp, snappy digital interactions.

Our brand language purposefully avoids minimal applications, and insists on saturating every touchpoint with rich, textured imagery and custom pixel-art iconography. This retro-tech mythos extends directly into our digital web experience — highly tactile — featuring interactions like click, select, and scrolling sounds that mimic navigation via a physical gamepad. The result is an intentioned, cohesive brand built for maximum brain stickiness.

Defining a New Category

Our new identity for Overmind equips Tyler and Sam with a powerful visual storytelling toolkit as they raise capital, meet builders, and help define a category that is only just beginning to emerge. As more businesses come to rely on specialised fine-tuned models and agentic systems, Overmind gives teams the tools to build intelligence they can understand, improve, and own. With a robust foundational website now out in the world, New Genre is incredibly proud to have shaped the origin story of Overmind, and are excited to see where the platform and its founders go next.