Computer Arts - - Branding Advice -

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.

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