Airloop: Building Agentic Brand Tools

An all-company hackathon that turned the brand guidelines into an ontology, and the ontology into tools that build tools.

Background

In May of 2026, Airtable ran an all-company hackathon called Airloop.

Goal

The Airtable Brand team took on the goal of creating an agentic brand fabric that could help the company in several key ways:

To extend the leverage of the brand team and bring more impact to more places
To make the Airtable brand legible to agents and systems, unlocking brand management at scale
To uplevel the quality of every brand touchpoint

Creative approach

We began by making our brand legible to agents and systems, turning our brand guidelines into a brand ontology, stored in Airtable. We then built tools that could build more tools, unlocking creativity across the team and more rigor in the structure.

Rather than several point solutions managed by individuals or teams, our connected brand fabric allows all brand tools to maintain state, respond to system-wide changes or adjustments, and unlock autonomy while retaining central control.

Process

The work came in three layers: the foundation, then the tools, then the maintenance discipline.

Our comprehensive Brand Guidelines serve as the starting point.

We then break down each section into entities and key values, and describe their relationships in a way that is legible to agents.

The Airtable Base is then the endpoint that skills and agents query as needed. A Brand Ontology reader skill fetches the brand attributes that are governed by a single source.

Brand ontology

The brand ontology is an Airtable base constructed from our brand guidelines that provides structure underpinning a diverse set of brand tools in several systems.

Structure chaos: we transform unstructured, isolated inputs into scalable, collaborative outputs.

For example, we create harmonious compositions that combine imagery, data, and UI.

Agentic brand tools

Using this fabric of logic, rules, and assets, skills and agents can be invoked to help anyone at Airtable create an idea, polish one that exists, or ensure brand accuracy and coherence at enterprise scale.

Logo in color

Logo lockup in color

Impact

In addition to the platform and tools created as part of Airloop, the brand creative team unlocked personal growth and fluency in the new substrate of intelligence.

“This work turns the art of great brand management into a data layer and system of record, and an intelligence layer of tools and agents that can attack any problem.”

An AI-native brand

Ontology is a fancy word for an intuitive concept: the entities and relationships that compose everything we understand as Airtable's brand. The team converted the brand guidelines into exactly that, a live Airtable base where every entity is a record and every relationship is a link.

10: Voice principles
4: Personality traits
22: Copy exemplars
42: Colors