Alpha Indigo are a boutique agency specialising in the creation, and maintenance artificial intelligence applications. Although they’re just starting out, they have big ambitions to become a major player in Australia and around the world.

The challenge

To better position themselves in the industry, Alpha Indigo recently underwent a name change. To help bed-in the name, they wanted to rethink everything about their brand, however they weren’t quite sure how to pull it off.

The brief

Quickly define a basic brand framework, then use this to articulate a new tone of voice and visual identity that Alpha Indigo could use across their collateral including the launch of a brand new web site. The new brand identity should reflect their core DNA, and be a visual representation of who they are, what they do, and why they’re different from their competition. Strategically, it should also position them as a business big enough to attract, then service, enterprise clients.

Our approach

Due to budget restraints, we had to condense our work considerably, which meant being super smart in how we approached the project. To help speed up the process, we ran an initial workshop with their founder and CEO aimed at defining their brand personality using brand archetypes. This gave us the building blocks to construct how Alpha Indigo looked and sounded.

From there we created a series of prototypes using key media types to demonstrate Alpha Indigo’s new tonal direction. Each concept showcased all the core ‘ingredients’ that made up the Alpha Indigo brand toolkit — including photographic styles, brand device, tone of voice, colour and typography.

Lastly we put it all together in a brand book, including relevant examples, plus an overview of all the key rules that defined their brand.

The result

In just over a month, we delivered a brand new logo and accompanying visual language, laying down the platform for Alpha Indigo to hit the big time.