THE CLIENT
Infinia is a start-up company focused on creating business impact through Machine Learning within key areas of expertise: Healthcare, Business Services, and Security. Their unique strengths rest in the:
- Caliber of the team
- Capability to create custom-fit solutions
- Practical application to create impact
THE CHALLENGE
The Infinia ML offering is a somewhat undefined solution. They solve business and life challenges that have traditionally been beyond the scope of technical capabilities and often human imagination. Thus, the brand needed to capture the idea of infinite possibilities. “We don’t know what the solution is yet, but we know we can find it.”
THE SOLUTION
Given the company name and the tagline, Redefine Possible, provided by our partner agency Sustena Group, an infinity symbol was an obvious track for the identity. Turning the symbol into an ownable and integrated part of the brand was core to our solution. A black base and vibrant blues palette were key to establishing the technologically innovative visual impact in the identity.
From there we added two visual strategies to give Infinia ML a more proprietary use of the symbol.
First, we broke the symbol into component elements to support key examples illustrating imaginative uses for machine learning:
- A teardrop shape extracted from the logo symbol supports the message, “What if a routine blood test could detect cancer before you’re sick?”
- An “X” from the center of the mark is paired with a crowded transportation center and supports the question, “What if you could scan the crowd and detect a threat in real-time?”
- The bottom curve of the mark supports the question, “What if a selfie could straighten your child’s smile?”
The visual connection of using a piece of the Infinia ML logo with each provocative question ties Infinia ML to the concept as a solution provider and helps their market understand the potential uses for machine learning.
Second, we used the entire logo symbol as a large graphic container for photographs and additional messaging — again reinforcing all of the possibilities within Infinia ML. This impactful photographic montage was used in title page treatments in presentations and collateral.
