G42
Technology
AI has the ability to change our lives for the better, so why is it so misunderstood?
Unlocking the power of AI for a rapidly scaling technology group
Services
Brand strategy and identity design
Exponential growth
G42 is a unique technology group that has AI and cloud at its core. In 2018 it started with a mission to bring AI to the world but with rapid growth and scale it faced increasing complexity.
With more capabilities, more industries, more clients and even more partnerships, G42 operates in healthcare and sports and lot more in between. They were rapidly creating businesses to serve emerging needs but the lack of structure was stifling innovation and slowing down decision-making.
With more talent joining the company than ever before it was apparent the culture needed to be captured and codified to ensure growth didn’t stump creativity.
Meaningful impact
G42 had to elevate itself above the technology to champion AI in ways that would attract meaningful partnerships and accelerate its impact in the world.
Our task was to redefine what G42 stands for in the world and how it connects with people, from employees and partners to clients, with clarity and meaning.
We worked closely with the G42 team to discover the opportunities for the brand, and together shaped the next chapter of G42 as it drives forward in its efforts to turn AI into a super-utility.
The story of emergence
The problem with technology businesses, especially with goals as high as G42, is how do you communicate what they do?
To do this, we came up with the visual idea of 'emergence'.
It's a simple but powerful concept. We show what A.I. actually enables, creates and makes richer. The self-driving cars, the architecture of tomorrow, the regrowth of endangered wildlife or the using data to be at the athletes at the top of their game.
A systematic brand
We wanted to develop a colour palette that not only represented G42, but the world it is helping create. In the spirit of machine learning, we used algorithms to scan satellite images of the earth and extracted the most common and vibrant hues. Then, with human tinkering, we defined a set of colours that was distinctly G42.
To enable G42 to create communications efficiently and effortlessly, we created a set of 'emergent textures' that let G42 be recognisable anywhere. Based on the revised logo, they show two forms emerging and connecting.
Evolving the logo
Due to the considerable investments G42 were making through global sponsorships which was increasing the visibility of the brand, we decided to retain the existing logo but evolve it slightly to modernise and humanise it. This meant making it less angled, less sharp and more ergonomic.
Guidance for growing business
G42 are rapidly growing and expanding at scale. They are hiring new employees, creating new business ventures and working with a variety of sponsorship partners.
It was important to create clear and easy to use guidelines, giving them the best in class examples as well as practical tips on how to use the new brand, internally and externally.
Showtime
In parallel with the rebrand, G42 became an official enablement partner at the Dubai Expo 2020, an annual global event that promotes innovation for good. We were fortunate to get to work closely with G42 to create an immersive show for the 360° Al Wasl dome. Partnering with Pixel Artworks, we used projection mapping to visualise a journey from inside a human cell to outer space. At each step of the journey, the audience saw recognisable scenes in new ways, communicating the mind-bending potential of AI and linking the capabilities of G42.
