Aira - AI
Brand Identity Development
Out 2021 – Jan 2022
São Paulo - Brazil
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Project Overview
Aira is a trusted AI to talk about money 24/7, a one-on-one, non-judgmental conversation through your cell phone, created from Artificial Intelligence and Machine Learning to advise all your questions about the financial market. A brand identity is then developed that communicates the full potential that Aira can bring to investors.
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Agência OF
Creative Director: Thiago Murakami
Creative Director: Thiago Murakami
Sales: Guilherme Rocha
AIRA
Ricardo Natali
Ricardo Natali
Carolina Rocha
© 2022 - Agência OF
The Startup
The investor with his consumption of investment content in a passive way, without filters, gets an excess of information that generates more confusion and insecurity when it comes time to invest, so with Aira's help, he becomes conscious and active, removing his occasional doubts in a personal and individual contact with an advisor who helps him make better decisions for his money.
Narrative Corridor
After discovery sessions, we defined a consumer journey in a Narrative Corridor, which summarizes in brand attributes, each stage that the user will go through with Aira
Direction
Learning where the brand is and how it presents itself, we seek to assemble its verbal and visual characteristics, validating these principles in quick brand prototypes that aim to explore visual directions, once defined we manage to align its values and characteristics.
Brand Essence
The essence of a brand is its intrinsic philosophy, which matches every action it will take, giving it a direction to follow. With the core values of "Cozy", "Remarkable" and "Sympathetic", instead of just giving out information and content about investments, Aira should first be "Someone to Talk To", always listening in a light and non-judgmental way.
Aira - Expressions
To give the AI the look, Aira is composed of expressions that can adapt according to your reactions, it is built from 7 expressions.
Brand Logo
Aira's logo is created from a Word-Mark, with features that represent the App. Created from Type: Neue Machina, it presents visual characteristics that represent AI technology in a subtle and light way. Aira's expression, is present in the character "i" having its expression divided in half formed by the dot of the i and its terminal.
Key Visual System - Balloons of Expressions
To compose the Key-Visual System, Shapes are created for use in composing layouts, the Expression Balloons. The balloons represent the user's communication with Aira, it is through conversation that their doubts are answered, verbalizing and asking is what generates change.
Key Visual System - Overlaps
The balloons can overlap to create new shapes and several possibilities of combinations. To do this, the construction grid must be followed to maintain the visual balance characteristic of the brand.
Aira - AI
Brand Identity Development
© 2022 - Agência OF
