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 💞

😖🤯🤖⚙️

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.

 

👉🏻

😌🤓🏠🛋️

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.

 
 

Colours & Fonts

 
 
 

Content to introduce Mind AI

Worked on ideation, copywriting, design, illustration, and publishing