Arthur

Brand Identity System / Brand Guidelines / Brand Templates / WebSITE

Arthur is a platform designed to monitor, measure, and enhance the performance of machine learning models. It specifically targets the reporting of inaccurate and biased information that could be generated by AI models.

  • THE SITUATION

    We were given the amazing opportunity to collaborate with Arthur, a leading pioneer in the field of AI monitoring, on a comprehensive brand strategy endeavor. Arthur sought to strengthen its connection with its customer base by humanizing its brand. Arthur operates in a space that's buzzing with competitors, many of whom had already made a significant mark with their branding efforts. The objective was to elevate Arthur's brand recognition in this highly competitive landscape.

    THE PROBLEM

    The challenge was twofold. On one hand, we needed to reposition AI as a tool for enhancing human capabilities, as opposed to a technology to fear. On the other hand, we needed to identify a cost-efficient method to rapidly accelerate Arthur's brand awareness in the market. The problem was compounded by the fact that competitors had already established their brand presence, causing Arthur to play catch-up.

    SOLUTION

    We developed a comprehensive strategy that reaffirmed Arthur's mission of ensuring accuracy and equity in AI models, establishing Arthur as the 'adults in the room' with a research-led approach and enterprise-native origins, and humanizing AI as a tool that enhances human capabilities.

    Our partnership with Arthur went beyond developing strategic solutions. The team at Odd Notion worked on branding style guides, decks, marketing templates, and a new website, all the while ensuring a strong human connection was maintained. Our design team also created appealing illustrations that encapsulated Arthur's mission and commitment to responsible AI.

    RESULTS

    The results of our efforts are palpable. Arthur has gained considerable media attention and has been featured on prominent platforms like Bloomberg, CNBC, TechCrunch, Axios, and other media outlets. These accomplishments are testament to the success of our efforts. We take immense pride in contributing to Arthur's growing success and eagerly anticipate our continued partnership.

    COLLABORATORS

    Illustrations by Grace Poole

    Coloring by Ryan Whiteley

    Identity design by Mackey Saturday

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