Taking the lead in the AI sector

NAAIA

NAAIA is a French start-up that designed and deployed the first AIMS (Artificial Intelligence Management System) software in the EU market for all players in the AI systems marketing commissioning chain, suppliers, distributors and users. Their objective was to promote a virtuous acceleration of R&D and the adoption of responsible, compliant, positive and inclusive innovation. An example of regulatory technology, NAAIA is a tool to help companies manage their AI tools and to help them show compliance with regulations. For every company to self-certify, they must show a clear visibility of the AI tools they are using. This is where NAAIA comes in.

We were briefed to design a new visual identity for NAAIA. The name had been previously selected as it includes both the English and French acronyms for artificial intelligence (AI and IA). This is a new service in a new category that hitherto hadn’t existed, so being first on the market meant we could set the tone as the sector innovator, and our identity needed to reflect this.

We kept to a relatively serious identity overall, with some light but notable touches to give this a human look. For example, we chose to use lower case, for more warmth (and so it didn’t look like an anagram). For the letter “I” we added an orange angled tail to imply motion and focus the eye on “I” – to bring out ‘intelligence’. This also worked as a consistent graphic device throughout all brand assets and became NAAIA’s stand-out social media roundel. We also shortened their preferred tagline to “Managing Artificial Intelligence” and developed logo lockups. In addition to the visual identity, we delivered brand guidelines, email footer/signature, a PPT template, stationary templates and social media banners.