ALIBABA: ET BRAIN
Launched January 2018, ET Brain is an innovative AI platform from Chinese cloud services giant Alibaba Cloud. “This is a good example of a brand that could have simply been a sub-brand or campaign without such a progressive thinking client,” explains Wolff Olins’ Chris Moody.
“When you are dealing with a fundamental shift in technology, it deserves a tone of voice and presence that can give it longevity, and a design platform that can enable it to keep growing,” he says.
“Our ET work set out not just to illustrate artificial intelligence, but also better explain its role in people’s lives. It did this by smartly extending the core brand palette, without reinventing it.”
For ET Brain, Wolff Olins evolved and extended Alibaba Cloud’s core brand palette to explain what AI is.