The possibilities offered by artificial intelligence continue to make the headlines, and most people fall into one of two clearly defined camps. There are those who think AI will change our lives for the better, and those who think it will destroy our jobs. all of us.
But where is the truth? As usual, somewhere in between the extreme reactions are seen viral online. In fact, according to Kili’s latest rebranding, AI can be a force for good when used with something very special: good data.
Founded in 2018 by Edouard D’Altimbaud and François Xavier Leduc, Kili is the perfect blend of human expertise and trustworthy AI. Kili combines subject matter experts with in-house teams and artificial intelligence to enable users to create high-quality, unbiased datasets. But with the current AI landscape so turbulent, how can we get this message across?
Ragged Edge is a branding agency that specializes in working with people who are “achieving the impossible”. Disappointing and choosing to deflate his AI dialogue, Ragged Edge took a back-to-basics, clean, stripped-down approach. The result is an unpretentious and clean look, yet humanized with playful animations.
Ragged Edge co-founder Max Ottignon said, “The rebrand recognizes that we have a lot to gain from AI, but first, AI has a lot to learn from us.” said. “In an industry characterized by soulless hyperbole, we built the Kili brand around something more grounded: great data and human intelligence.”
At the heart of this identity is something you don’t see in many tech identities: a mascot. Formed from a stack of several spheres and adorned with a questioning, almost anxious expression, the Kiri mascot is an ideal epitome of identity and an anthropomorphic expression of AI’s potential. is.
“Kiri’s character brings complex technical points to life in a comprehensible and emotionally compelling way,” Rugged Edge explains. In terms of design, this is manifested through the mascot’s changing shape and interaction with various interfaces. It’s a rare and compelling take on AI that deftly bridges both Kili’s offerings.
The rest of the brand follows suit. Kili’s tone strikes a balance between practical intelligence and empathy, while deftly avoiding the bombastic and hyperbolic statements so often seen in his current AI debates.
Supporting elements such as type, color, and UI design further reflect this approach by imbuing the brand with an unpretentious humanity. An eye-catching yet understated palette holds the entire brand together, and every icon, including infographics and product illustrations, adds a touch of majesty that complements the expressiveness of the Kili character.
