Expanding an AI Brand for Greater Reach & Distinction
At the tipping point, as AI was becoming ubiquitous with products and workflows across the enterprise landscape, we met Arthur.
Our friends at Saturday Studios had designed a solid core identity for the AI monitoring company and passed the baton to us to expand on it as the business prepared to really market themselves for the first time.
Seeing Opportunity in a Sea of Similarities
While there were a decent number of competitors in the market, we found that they were all using similar terms, none of which were immediately understood by the audience, and echoing the same ‘enterprise tech’ tone and aesthetics.
With growing attention on AI, Arthur’s sophisticated software had the ability to quell fears of overreaching technology, but they required a brand expansive enough to reach this greater audience and tell these deeper stories.
As pioneers themselves, we knew the most fitting brand strategy should take their positioning–to advance innovation for the architects of the next business era–one step further:
Advance how people think about AI.
With this direction, we began adding emotion and nuance to the voice to make it more human–and small intentional moments to set them apart even further. After all, the biggest impact AI will have is on… humans.
We also developed an illustration style for human-focused storytelling, allowing Arthur to communicate complex concepts metaphorically. The process for this was rooted in Arthur’s value of using responsible approaches to generative AI.
We engaged an illustrator to create original artwork, which they consented to being used as training material for generative AI, allowing Arthur to scale illustrations with ease.
Ground Truth
As a part of our work, we also support Arthur in launching Ground Truth a live event and broadcast featuring luminaries in the AI field.
With the goal of drawing in industry talent and potential clients and consumers, we set out to build an intimate and inviting event space that simultaneously served as a broadcast studio. Here we live-casted and recorded multi-format event series that focused on fun and informative conversations for those in the room and audiences across all of Arthur’s channels.
