Before ChatGPT and Midjourney brought AI into the mainstream, we were approached by Umnai to help position and rebrand their explainable AI technology. Although AI had been around for some time, information about the technology was still limited. This created a sense of mystery and made it inaccessible to most people, but not for Umnai. Umnai is approachable, trustworthy, and collaborative.
web design
web development
copywriting
creative direction
collateral design
branding
brand strategy
positioning
At the time, hype and hyperbole surrounded explainable AI—and most of that came from XAI (explainable artificial intelligence) startups themselves. We saw this as an opportunity to position Umnai on the opposite side of this spectrum.
Being unconventional in this space means creating a communication style that is direct and human, rather than hyperbolic and ambiguous, while remaining inspiring and engaging.
The Umnai logotype is clearly legible, approachable and communicates strength. The modified U serves as an icon that can stand on its own which also serves as an adaptive graphic for various visual applications. Using Umnai’s colour palette, we proposed textures that could support the visual identity while representing the use of AI in different industries.
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