How do you build trust in Conversational AI, before it became ubiquitous?
Branding, User Experience
KeyReply is an industry agnostic Conversational AI vendor focused on the healthcare space in Singapore. To automate a lot of the processes within the healthcare industry, KeyReply had carved out a niche for themselves within the healthcare industry. But they were known only in Singapore, and they needed to be recognized for their achievements internationally as well.
We looked at their existing brand assets, conducted a rigorous competitive analysis with their leadership and marketing team, and one thing stood out. The way that Conversational AI took centerstage in all of their customer facing channels, including the chatbot, and the backend platform and the programming language that is used to build these foundational AI models, is the cursor and the text that comes after the cursor.
Going back to the drawing board we took a very minimalistic approach, focusing on making the cursor, the act of typing, the text, highlights during selection and other actions the hero of the brand language. From static to moving, online to offline, we meticulously carved a brand identity, extended it with a supplementary motion identity, and finally merged it with a sonic identity.
The sharp blue was selected to denote trust and reliability, with the light blue serving as a secondary colour for highlights and important parts of the text.
Later during the project we updated the logo design to highlight the movement of KeyReply beyond just Conversational AI through text, inspired by the familiar Siri icon, we created a variation of KeyReply’s own signature icon, signifying its movement into speech capture and recognition.
Along with the brand identity, we redesigned their current website, knowledgebase, backend and other digital assets to reflect the new brand identity.
Today KeyReply has partners internationally and is considered one of the first movers in the Conversational AI space. It has moved on to transform the healthcare environment, enabling healthcare providers to be more efficient and creating useful AI models on healthcare data, to provide the information doctors, nurses and operational staff need at their very fingertips.