BasisAI

With a world-class founding team and unrivaled investment partners, BasisAI was founded to set a new standard for responsible enterprise AI technology. But as they transitioned from scrappy start-up to major player, they needed a brand that was fit for purpose – grounded deeply in their values, aspirations, and product differentiators.

We worked closely with BasisAI’s CEO and Head of Marketing 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. BasisAI 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. BasisAI’s “glass box” approach to building more responsible AI systems offers both illumination and a fresh perspective for customers and the industry at large.

Our partner Design-Hungry developed an iconic brand identity and evocative visual world to bring the concept to life. With category-challenging elegance and sophistication, the overall impression is one of true enlightenment. In considering how the brand world would translate online, the creative team breathed evocative personality into even the most technical icons through the brilliant illustrations of Katia Boarino.

As our web design partner, Eleven, was putting the finishing touches on a rebranded website, our story took an exciting turn: BasisAI was acquired by Aicadium, a company founded by investment giant Temasek. This significant exit provides even more firepower for the BasisAI mission and team, and we can’t wait to see what the next chapter holds.