Mind AI Branding

AI start-up based in Seoul, South Korea. While generative AI is rapidly advancing, Mind AI focuses on a reasoning-based AI engine - a new symbolic AI.
I worked as Senior Creative at Mind AI, an AI startup based in Seoul for 7 months in 2023. Mind AI branding was one of my main tasks.
Companies that know AI technically and wonder if there’s any alternative approach to AI they can trust
Get people’s attention to find out Mind AI more about what is different from generative AI technology and why it’s trustworthy

My approach to branding

Mood: Comfortable, Relaxing, Cozy 🌿😌🏠

Background: Emotion shifting 💞

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The most common feeling of AI is fear and worry. Especially our targets are worried about the dark sides of generative AI such as a flood of misinformation. Also, most AI companies have cliché images with robots and gears, which gives more distance from humanity.

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In order to break the stereotypical images of AI, I put ‘everyday life’ as the brand concept. People feel comfortable in their routines, especially when they’re home. I wanted our audience to feel more familiar with this new AI as if they were in the living room.