BASIS AI
AI Technology
Brand World Design
*Design-Hungry in collaboration with ciderbrand.co, weareeleven.co & katiaboarino.com
THE BRAND CHALLENGE
‘With a world-class founding team and unrivaled investment partners, BasisAI was founded to set a new standard for responsible enterprise AI technology. As we transition from scrappy start-up to major player, we need a brand that is fit for purpose – grounded deeply in our values, aspirations, and product differentiators.’
THE DESIGN SOLUTION
We worked closely with BasisAI’s CEO Feng-Yuan Liu and Head of Marketing Cassy Locke to identify the true points of difference for the brand, and understand the customer base deeply from a psychographic standpoint. For a topic as hot as AI, there still exists a decent amount of reticence and uncertainty about how the technology can integrate across a business, and drive transformative results. Basis AI balances these challenges and opportunities for business leaders, while setting a new standard for a more thoughtful way to engage, both as a technology and as an organization.
Inspired by the metaphor of a skylight, we defined the brand as one committed to enlightened AI – building a brighter future through better data. Basis AI’s “glass box” approach to building more responsible AI systems offers both illumination and a fresh perspective for customers and the industry at large.
In collaboration with our long term, totally exceptional strategic partner Cider and Illustrative genius Katia Boarino we developed an iconic brand identity and evocative and vibrant visual world to bring the concept to life. With category-challenging elegance and sophistication, the overall impression is one of enlightenment.
Our web design partner, Eleven, was putting the finishing touches on a rebranded website and our story took an exciting turn: BasisAI was acquired by Aicadium, a company founded by investment giant Temasek. This significant and impressive exit provides even more firepower for the BasisAI mission and team, and we can’t wait to see what the next chapter holds.
WHAT OUR KICK-ARSE CLIENT SAID…
‘The ability to listen and ‘get us’ and then distill that into a resonant and compelling brand that was actionable by design and web was brilliant.’
Feng-Yuan Liu - Founder