Unlocking the power of AI for a rapidly scaling technology group
AI has the ability to change our lives for the better, so why is it so misunderstood?
G42 is a unique technology group that has AI and cloud at its core with a mission to bring AI to the world. However, with rapid growth and scale it faced increasing complexity.
With more capabilities, industries, clients and partnerships materialising in a very short timeframe, G42's organic growth required structure and definition to enable efficient decision-making – to realise its full potential.
With more talent joining the company than ever before, the culture needed to be captured, codified and shared to sustain the fast-paced growth of the business.
Experiential design, Brand strategy, Brand architecture, Verbal identity, Visual identity
To better champion AI in the world, the G42 brand needed to be elevated to better communicate and demonstrate the benefits of AI to attract meaningful partnerships and accelerate its impact in the world.
To realise this, we redefined what G42 stands for in the world and how it connects with people, from employees and partners to clients, with clarity and meaning.
We collaborated with the G42 team to enable the creation of brand-led experiences underpinned by a clear brand strategy and design system. These provide the foundations necessary for the next chapter of G42 as it drives forward in its efforts to turn AI into a super utility.
AI storytelling on a huge scale
From the outset, we had the chance to tell the G42 story on one of the biggest physical platforms in the world — the 360° Al Wasl dome at Dubai Expo 2020. G42 was an official AI Enablement Premier Partner at this global event that promotes innovation for good.
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. The film was shown 14 times over the 182 days of EXPO 2020 which attracted 24 million visitors from all over the world.
Our insights uncovered emerging themes which were very directional in terms of the brand we needed to create. As a rapidly scaling business, they had a unique energy and entrepreneurial spirit that should be core to the brand. AI isn’t something to fear but the next frontier of human progress, a sentiment very much driven by Founder & CEO Peng Xiao.
Inventing a better everyday
At the heart of the G42 brand platform is its purpose to 'invent a better everyday'. A perfect balance of G42’s innovative approach to technology as well as its mission to apply its expertise to everyday life for the better.
We crafted a proposition to articulate G42’s value to clients and partners and the most fundamental element of the strategy was defining brand beliefs and behaviours. By articulating and codifying these elements into the brand platform we were able to capture the essence of G42 and help retain the best parts of an evolving culture to ensure the brand doesn’t stray too far from its purpose.
Most importantly, we defined the organising principles of the brand architecture to tell a story of impact, enabling G42 to cut across capabilities and industries to demonstrate the holistic value of its visionary AI and cloud expertise.
The story of emergence
The problem with technology businesses, especially with goals as high as G42, is how do you communicate what they do?
Our creative idea of 'emergence' became the enabler of delivering experiences that invent a better everyday.
It's a simple but powerful concept. We show what AI actually enables, creates and augments us – to be better. Self-driving cars, the architecture of tomorrow, the regrowth of wildlife or to push athletes to the top of their game.
An AI powered brand
We developed a colour system that not only represented G42, but the world it is helping create. Releasing the potential of machine learning, we used algorithms to scan satellite images of the earth and extracted the most common and vibrant hues. Then, with a human touch, 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
With growing strength and equity from sponsorship deals, the logo needed to be more human, modern and distinct to achieve maximum impact. This was paramount to G42 as they continue to expand with global sponsorship deals, such as the Tour De France winning UAE cyclists or the Mercedes-AMG PETRONAS F1 Team.
Behind the scenes
To tell the story of the rebrand, we created a behind the scenes film, where Rana (Executive Strategy Director) and Darren (Partner and Executive Creative Director) talk through the project in detail.
Working with Re as a single, cohesive team helped us navigate through the process and key decisive moments with confidence and arrive at our renewed brand which is anchored on our purpose. It will define the story of G42 and its people and stakeholders for years to come.
Faheem Ahmed, Group Chief Marketing & Communications Officer