Opportunities/Challenges

Tasked with creating an entirely new visual identity, brand and brand strategy for the company including marketing materials, brand guide website and new name, our team worked to establish clear rules around the use and application of the new look. It was important to the ISAIC team that the look felt forward-moving and inclusive.

A significant portion of the project entailed building out a new platform for the company on a secure and manageable CMS with growth in mind.

The Solution

Paper Crane worked with the team to create a name for the organization that would set it apart from the other supercomputer/AI organizations. As they were typically named after women, Paper Crane suggested a male-sounding name.

Paper Crane created a brand that reflected the bright, exciting colours signature to the emerging technology industry and included graphic visualizations of the community that the supercomputer hub serves.

We included the entire ISAIC team in the creation of their new brand, gathering feedback from the diverse group of consultants to create a brand and website that captured attention, set ISAIC apart and clearly communicated the hub’s value.

The visual elements represented the solidity of Alberta or the University with the whimsy of the future. Elements like humanoid illustrations stepping through portals or representations of digital elements in hallowed out triangle shapes balanced both sides.

Results

The brand was well received and, after 5 years, is still used today. ISAIC has steadily increased their customer base in Alberta and beyond with organizations using the platform to validate their ideas in preparation for scaling.

Conclusion/Key Takeaways

ISAIC entered the ecosystem with a bright, welcoming brand with features, colours and a website that set them apart from other players in the AI ecosystem.