Phrasee

Humanising AI: A Brand Identity designed to Spark a Smile.


> BRAND STRATEGY
> VISUAL IDENTITY
> BRAND GUIDELINES
> DESIGN SUBSCRIPTION

Phrasee is fascinating technology that uses AI to generate optimised marketing language that outperforms humans – maximising revenue for big brands. They have developed a world-leading Natural Language Generation system, which can generate millions of human-sounding, brand-compliant copy variants at the touch of a button.

To stand out in the marketplace, the Phrasee identity was designed to be humorous, conspicuous and ballsy. It needed to be much more than just a traditional logo and have an irreverent personality of its own. Working closely with the Phrasee founders, we developed a flexible 'P' speech mark that acts as a playful container for anything that raises a smile or even an eyebrow. Everything from the typeface and colour palette to the tongue-in-cheek tone of voice and quirky illustrations was selected and crafted to exude energy, humour and 'awesomeness'.

Orange speech bubble with the word 'phrasee' underneath it, and text reading: 'Artificial intelligence. Human language. Awesome.'.
A complex black background with interconnected white outline icons representing technology, communication, science, social media, and innovation.
A laptop displaying a website for an AI marketing language company with a white background, orange accents, and various logos at the bottom.
An infographic titled 'Phrasee Phacts' with six sections, each containing an icon and a brief description about brand voice, human sounding, tailored algorithms, massive time saving, innovative marketing tech, and making more money.
Three smartphones displaying different pages of a website called Phrasee, with a logo in the top left corner, each showing various text and graphic content.
An iPad displaying an email newsletter about artificial intelligence, human language, and various topics like Valentine's Day and YouTube.
Collection of various colorful emoji icons including animals, food, objects, and expressive faces.
A cartoon depiction of a walrus with gray body, large gray face with tusks, black nose, small black eyes, and whiskers, inside a gray speech bubble on an orange background.
Two spiral-bound booklets featuring various colorful emoji icons on the covers, with the left booklet displaying animal, food, and action emojis, and the right booklet showing expressive face, food, and activity emojis. Both have the phrase 'Artificial intelligence. Human language. Awesome.' written at the bottom.
Colorful cards with cartoon characters and motivational messages. The first card features an owl with the message, 'We think you're a real hoot.' The second card shows a pink donut with sprinkles, saying 'Donut stop being awesome.' The third card displays Batman's face with the message, 'Become a subject line superhero.'
Colorful motivational and humorous cards with various characters and messages, including a pink card with 'Go', a purple pug illustration with a message, a blue card with a flamingo, a green card with a check mark, and an orange card with a speech bubble.
Illustration of a pink ice cream scoop with black, white, and gray sprinkles in a waffle cone on an orange background.
Cover of a guidebook titled "Brand Guidelines 2019" with a minimalist line art design of technology and communication icons in orange and gray, and a small orange speech bubble icon with the words "Phrasee" and a tagline about artificial intelligence and human language.
A collection of presentation slides with colorful backgrounds and text, including sections on brand guidelines, typography, color palette, mission and vision statements, and a graphic device featuring a cartoon green frog with speech bubbles and various emoji icons.
Banner with company logos, statistics about marketing uplift, and a central message about AI improving marketing language.
A graphic design featuring a speech bubble with a face resembling a demonic clown, with black and white face paint, sticking out a pink tongue. Below, the text reads "Our statistics show that you totally rock" on an orange background.
Two people sitting at desks with computers, smiling and talking, in an office with a colorful wall decorated with various cartoon character icons.
A colorful illustration of pink ice cream in a waffle cone against a bright pink background, with the message 'We just wanted to say that you're awesome.'

Phrasee’s new brand has fuelled incredible results:

75%

More customer aquisitions

22x

ROI in first year

800%

Increase in revenue

A young woman with long blonde hair smiling in a black blazer and white top, posing for a photo indoors.

“efficient, creative and extremely easy to work with”

“Spencer's skills in brand building were indispensable when it came to creating and then evolving our brand identity. He managed to adapt a brief, which could only be described as a basic idea of where we wanted to be, and produce exactly what we wanted. He is efficient, creative and extremely easy to work with.”

Roxy Cameron, Head of Performance Marketing, Phrasee

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