In the span of less than a year, every marketing team has come to rely on generative AI in some capacity to create content. It’s been a time of wild hype, of trial and sometimes spectacular error. And yet brand needs remain unchanged: differentiation, connection, and engagement.

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So when the team at consumer research company Suzy tapped us to rebrand their company we began with a simple premise: What if we could help Suzy use generative AI by creating a brand designed to be used by generative AI from the ground up?

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This identity isn’t just about AI.
It’s also for AI.

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The new identity starts with a spark of inspiration, literally. This simple gesture, which expresses the flash of brilliance that Suzy’s AI-assisted research tools ignites for customers, triggered an entire system as bold, clear, and sophisticated as the insights Suzy provides. While the spark has also become the de facto symbol for AI, this identity isn’t just about AI. It’s also for AI.

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To effectively create for AI, we first acknowledged both its strengths and its limitations. The Suzy identity was designed to allow for maximum image variety in a world where virtually any image can be generated. Simultaneously, the graphic system ensures brand consistency while cleverly concealing the imperfections of AI-generated imagery. This adaptability also enables Suzy to address a broad range of research topics without being constrained by the need to find the "perfect" image.

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A well-crafted 100-word prompt can be as impactful a branding tool as an expertly designed 100-page brand book. Therefore, prompt stacks for visual and verbal generative AI tools were a key component of our brand system. We also provided a training program to develop the Suzy GPT into an expert in the new brand voice.

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With a relatively small set of branded elements, deployed across different tools and generative platforms, the Suzy team could easily create a massive variety of communication assets in different formats and generate brand-consistent content at scale. 

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Working closely with the client team, we created a brand identity that fuels the creativity of Greg, Taylor, Melissa, and others as much as it feeds the power of Dall-E, Midjourney, Chat GPT, and Canva.

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As brands like Suzy continue to ask more and more of machines, we’re excited to give those machines more to work with.

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