IDENTITY CREATED BY AN ACCOUNTANT

With the rise of AI comes the growing fear of job loss. People wonder, 'Why would they need me, if AI can make it faster and better and it’s never tired?' This type of progress brings frustration and makes people feel insecure about the future.

The objective was to create a brand identity (naming and design concept) for Actas, an AI-powered tool that empowers users to excel in creative industries without needing hard skills.

​​We use AI as a superpower to enhance human abilities, rather than taking over jobs. Agency's accountant Renata used Actas, an AI-powered product, to develop a naming and design concept for the product itself. This allowed her to become a creative professional, despite not possessing traditional creative skills.

Through a chat between Renata and AI, the brand identity was born. Renata provided creative input and feedback based on her taste, while Actas generated options for the brand name and design styles. The entire concept was developed by Renata with the assistance of Actas, and then refined by human specialists.

Moreover, we wanted to demonstrate that the alliance between humans and AI can be inspiring. It doesn't close existing opportunities but opens up entirely new ones. What we are witnessing now could be the emergence of a new kind of human – Homo Sapiens Augmented.

The team was able to complete the entire process from concept to completion in just 50 hours, instead of the original three-month timeline. What's more important is that Renata not only has increased confidence in her own job, but also feels empowered to explore new possibilities.