Kili
Kili committed to human intelligence. With a rebrand to get businesses thinking pragmatically about AI.
While AI models get all the attention, Kili helps businesses focus on what’s really important: the data. Because without mastering training data, you don’t have AI, you have a liability.
The Kili platform uses human expertise to build high quality data-sets that lead to high quality AI. Based in Paris and New York, with customers all over the world, the team was focused on growth. The brand needed to cut through the AI hype, and get business leaders thinking more pragmatically.
Overview
The partnership
A rebrand to get businesses thinking pragmatically about AI. Including a brand mascot to convey the humanity of a highly technical product.
Define
The brand needed to change the conversation around AI. From scientific fiction to the value of pragmatic expertise. Working with the Kili leadership team, we defined the brand strategy around a simple truth. Good AI relies on good data. And good data requires human intelligence.
Create
To stand out in a category marked by its soulless hyperbole, the Kili identity is personified by an effortlessly charming mascot. The brand voice combines intelligent pragmatism with empathy. And the supporting elements – from type and colour right through to UI design – give the brand an unassuming humanity.
Brand mascot
Instantly relatable and undeniably distinctive, the Kili mascot helps human users input their knowledge and expertise.
Commit
Working with the in-house team, we created a foundation to make the brand real. A comprehensive messaging framework put rigour behind the brand’s communications. And a new website, created by ON, combined a performance driven approach with a human touch.
The different reality
Working with the in-house team, we created a foundation to make the brand real. A comprehensive messaging framework put rigour behind the brand’s communications. And a new website, created by ON, combined a performance driven approach with a human touch. The rebrand launched in March 2022.
Thank you to our collaborators
Defining the Kili brand took some very real human expertise. Thanks to Francois Xavier, Edouard, Paul-Emile, Chantal and the rest of the Kili team for your bravery and conviction. And to Oh Studio for your help in animating the Kili mascot.