Building an original brand for an original AI company

Business leaders are under pressure to reinvent in order to survive. Increasingly, this means implementing AI technologies that will optimise their business models.
Inception is an AI company that was founded to fulfil the promise of AI to the world. Initially a research and development institute, it became a commercial organisation in response to market shifts. And it needed a brand positioning to match.
The new brand had to reflect Inception’s ability to create new, innovative products, and resonate with C-suite and heads of enterprises who want to unlock the value of AI.
Inception is an AI-native company that builds original AI models. Driven by a desire to tackle the problems AI is best placed to solve – not just enhance business as usual – its targeted intelligence helps visionary business leaders to create and innovate. With all that in mind, we landed on a differentiating insight: Inception is original AI for original minds.
Rather than leaning too far into heritage or ownership, we designed a verbal identity that forefronts the authenticity implied within that insight. By tracing the journey from idea to intelligence to invention, the language highlights how the impact of AI by Inception is anything but artificial: it’s authentic, meaningful and practical. The brand manifesto and tagline are a call to arms to business leaders: “Let’s turn intelligence into invention.”
To bring the brand to life visually, we developed a graphic representation of that journey from idea to invention. Inspired by layers of machine and human intelligence, the identity features swathes of colour, photographic effects and typographic details.
The brand colours are informed by Inception’s UAE origins; the palette reflects the harmony of innovation and ideas, technology and people. The typography is modern and forward-thinking, technical and detailed, with a distinct human character. Crucially, it seamlessly caters for Arabic and Latin alphabets.
The new brand has helped Inception communicate its value proposition online, through social channels and at in-person events.