Learn to do Less

Our consultancy Heavenly created a new identity for BrainChip, the world’s first commercial producer of neuromorphic IP, and the worldwide leader in edge AI on-chip processing and learning. The company’s first-to-market neuromorphic processor, Akida, mimics the human brain to analyze only essential sensor inputs at the point of acquisition, processing data with unparalleled efficiency, precision, and economy of energy. While the company’s offering stood boldly at the cutting-edge of AI tech, its brand was outmoded. BrainChip engaged Heavenly in January 2022 not only to reimagine the visual expression of the brand, but to shine light on the driving forces behind the brand, and better communicate its unique position within the AI space.

The brand we inherited was a classic technology play: heavy on logic, light on magic. Recognizing the need create more engagement from prospects at the customer level, we flipped the emphasis to focus on benefit. So less about the technology, more about what it can do for you. At Heavenly, developing creative takes second chair to uncovering the underlying idea that drives a brand. Here, we focussed in on drawing out a unifying thread that captured the unique, simplifying value that BrainChip offers customers, resulting in a refreshed brand underpinned by a core idea that guides everything from the proposition and messaging to product and service hierarchy to visual identity and comms: learn to do less.

The core idea, and the brand expression delivered gives BrainChip new, original language to convey the singularity of its tech. In its new iteration, the BrainChip brand abandons its previously busy wordmark for a simpler, bolder version that can be locked up with the “Essential AI” strapline, or with a simplified wordmark for the brand’s hero product, Akida. The new colour palette simplifies the previous dark navy grey to grey scale and blacks, with a burst of orange to create simple and effective emphasis. The colour palette is echoed in a new clean and uncluttered brand imagery style, which uses pops of orange to highlight key elements. We also created unique neuron fabric graphic pattern designed to help convey the way in which BrainChip’s Akida technology works.

By capturing BrainChip’s ability to help machines do more with less through a visual brand and ownable language like Essential AI, Heavenly has given BrainChip a futureproof brand that can engage prospective customers more effectively and more rapidly than before.