We model how an identity looks, speaks and decides, then build the agents, automations and applications that carry it.
Models of Identity Augmented design systems
Services
Five disciplines, one model underneath. Each service starts from the same identity model, so agents, pipelines, apps and products all behave like the same brand.
Scroll / hover the drawingsWorks
Digital products and web solutions built around real journeys: designed for service businesses, creators, and organizations that need clear experiences, useful tools, and systems they can adopt and extend.
About
Models of Identity works across brand, interface, code, and automation. Our 25-year practice spans the early web, the platform era, and AI adoption—bringing a rare mix of visual taste, systems thinking, and technical judgment to digital products that need to last.
Method
4 stages, in orderRepeats every releaseMap
Audit the identity as it exists today: assets, voice, decisions, tools, and the people who keep it consistent.
Model
Write the identity down as a system: tokens, voice rules, decision logic and guardrails a person or an agent can follow.
Augment
Build on the model: agents that act in the brand's voice, automations that remove repeat work, apps people use daily.
Run
Ship, measure and tune. The model is versioned like software, so the identity improves instead of drifting.
Principles
03Non-negotiableIdentity is a system, not a folder of files.
Augment people. Keep humans on the decisions that matter.
Every output traces back to the model.
Contact
David Echeverri · Principal
Tell us what you are building, what is getting in the way, and where you need the system to go next.
We look at your identity, your tools and the work you repeat, and point to the first system worth building.