Brief
My Input
The rebrand of AI forum consisted of a new revamped logo, brand identity, podcast branding, slideware, and more. The brief was to attract a gen z audience with a sleek and modern visual direction while still encapsulating the informative and down-to-earth original feel of AI Forum NZ.
This was a group project done at MDS. My main input was the main visual director and graphic designer. The main visual direction of the rebrand was to give AI Forum the modernity and contemporary feel it deserved - driving the “edge of technology” idea of the company to the forefront visually.
Main Concepts
By incorporating real life photography and the Maori “Koru” pattern, we were able to give AI Forum it’s “down-to-earth” feel it was asking for. The real faces helped users connect with the designs and therefore the brand easier and by giving a “face” to AI, it helped humanise and give emotion to a topic that is known for being slightly controversial or dehumanising.
The real people, koru pattern, and kea imagery are key staples in the rebrand, ethically connecting the designs and imagery to New Zealand culture. When using these elements, we always considered how a Gen Z individual may view the brand as they were not only one of the key groups we were rebranding towards, but they’re also the most predominant future AI users.