The key to simplicity
Silverpond approached us to develop a brand for their pioneering artificial intelligence offering that would champion knowledge and its potential for humans everywhere. With the solution staring right at us, we developed a simple brand, as well as investor materials, that effortlessly communicated the human benefits for Silverpond’s artificial intelligence counting technology.
Highlighter is an emerging AI product by Silverpond that uses machine learning to observe, inspect and calculate just about anything you can think of. It draws from accumulated knowledge to deliver well-informed solutions at lightspeed and impeccable accuracy. Silverpond came to Paper Moose with the challenge of translating its complexity and potential into a form that the everyday human could understand.
People need time and the right introduction to properly comprehend the benefits of AI and machine learning products and services like Highlighter. The more complex the idea, the more time it takes. Drawing from a web of high-level concepts, we hit F5 (tech jargon for ‘Refresh’) on information overload and helped frame Highlighter’s brand story — clarifying their core ideas and values to build a new brand that champions knowledge.
While looking for the simplest articulation of the bridge between the AI and the human world, we found the answer staring us in the face. The keyboard. A technological stalwart that democratised knowledge and communication for all, the keyboard became our inspiration for our new brand. The logo is derived from the keys used to spell Highlighter on a QWERTY keyboard, visually representation of the patterns the AI-driven product is built to find. Enhancing this is our primary brand colour, conveying energy, enthusiasm and excitement — perfectly encapsulating the promise of a human-centred AI future.