Element AI
Visual Identity System
Element AI was a start-up operating in the research and AI space, but as the company had grown and evolved, its visual identity no longer reflected its offerings or resonated with its employees or target audience. Additionally, Element AI did not have brand guidelines or standardized key visuals to help its stakeholders and partners communicate consistently about key subjects, resulting in a lack of alignment for the brand.
Brand strategy
Brand architecture
Creative Direction
Art direction
Brand design
Illustration
Brand toolkit components
Opportunity
We saw an opportunity to redefine Element AI's visual territory and position it as a leader in the AI ecosystem. Our goal was to elevate the representation of its research, technology and products in an exciting and accurate way.
Symbol and product logos
Logotype
Product logos
Typography
Color Palette
Solution
Working closely with the executive team, we were inspired by the idea that human and AI collaboration could unlock unprecedented potential, rather than replace people. We created the tagline 'Work smarter, together' to bring this belief to life, and developed a new visual identity and brand guidelines, as well as image libraries that could be used at scale for any communication initiative.
Icons
Illustrated Icons
Illustration
Technology illustrations
Product features
Diagrams
Data Visualisation
Results
We launched the new brand and visual assets in stages and saw great adoption both internally and externally. The company was acquired shortly after the rebrand for hundreds of millions of dollars.
Brand strategy - Vyara Ndejuru
Creative direction - Morgan Guegan
Design - Morgan Guegan
Logo design - Patrick Fleury, Morgan Guegan
Illustration - Justina Leisyte, Morgan Guegan
Direction (Animation) - Vincent Raineri
Animation - Sebastien Camden
Photography - Alexi Hobbs