XNOR.ai

Brand strategy for a tech startup that didn’t want to lose its character before it had ever been defined

Challenge

A rapidly growing AI startup wanted to define its identity, so it could keep its culture intact as it scaled and take its brand, collateral, and offices to the next level.

Process

The first step was to interview the founders, CEO, and director of operations to understand what sparked the creation of the company and what continued to draw people, talent, and investors. Next, a half-day brand workshop was held with every member of the team, from the co-founders to the newest hire, going through a series of visioning exercises and developing a visual narrative. The results of these exercises and the interviews were synthesized to create brand pillars and an initial brand language that articulated the company’s unique position and personality to clients and investors.

Outcome

The research and workshop revealed a humbleness and inclusivity that was core to the startup. This became the foundation for a complete re-brand, taking the company from “AI at your fingertips” to “AI everywhere, on every device.”

The re-brand included logo development, color and typography selection, brand guidelines, website and event design, and collateral development. Tenant improvements for the new office space also reflected key brand principles.

Xnor has since been acquired by Apple.

Lessons

Full team buy-in was critical to the success of this project and instrumental to the soul of the company. Getting a comprehensive sample size and making sure everyone feels heard, even when not physically possible, should always be the goal.