Basis-Ai
Brand Strategy
Brand Narrative
Brand Identity
User Experience
User Interface
Visual Design
Craft CMS Web Development
Infusing an ambitious enterprise technology company with clarity.
With a world-class founding team and unrivalled investment partners, BasisAI was founded to set a new standard for responsible enterprise AI technology. But as they transitioned from scrappy start-up to major player, they needed a brand and website that was fit for purpose – grounded deeply in their values, aspirations, and product differentiators.
We were briefed to bring clarity, transparency and efficiency to a web experience while allowing for the vast depth of content to continue to exist. Inspired by the metaphor of a skylight, we defined the brand as one committed to enlightened AI – building a brighter future through better data. BasisAI’s “glass box” approach to building more responsible AI systems offers both illumination and a fresh perspective for customers and the industry at large.
Scrappy start-up to major player
We worked closely with our partners CiderBrand for strategy and Design Hungry for brand as well as BasisAI’s CEO Feng-Yuan Liu and Head of Marketing Cassy Locke to identify the true points of difference for the brand, and understand the customer base deeply from a psychographic standpoint. For a topic as hot as AI, there still exists a decent amount of reticence and uncertainty about how the technology can integrate across a business, and drive transformative results. BasisAI balances these challenges and opportunities for business leaders, while setting a new standard for a more thoughtful way to engage, both as a technology and as an organisation.
“Eleven provided web design and build services for our organisation that managed a large amount of business content in a user friendly site structure. Eleven were a pleasure to work with - they brought unique and creative ideas throughout the process and were able to guide us through a complex project and work efficiently to deliver a practical site which was perfectly on brand with a great UX, fulfilling all of our original objectives for the project.”
Cassy Locke - Basis-AI Head of Marketing
Working with our branding partner Design-Hungry, we developed an iconic brand identity and evocative visual world to bring the concept to life. With category-challenging elegance and sophistication, the overall impression is one of true enlightenment. (Illustrations: Katia Boarino)
A fresh perspective for customers and the industry at large.
For those in the know, Ai is confusing at the best of times. Our challenge was to provide transparency for businesses wanting to understand more, specifically about how it can help make positive change. To do this, we put in place a unique information architecture that featured ‘bespoke in page nested navigations’ harnessing the power of Craft CMS. Broken down and deconstructed by user industry and industry solution we were able to package all the wide ranging content into user friendly experience that anchored back to the brand strategy.
As we were about to put the finishing touches on the new website, our story took an exciting turn: BasisAI was acquired by Aicadium, a company founded by investment giant Temasek. This significant exit provides even more firepower for the BasisAI mission and team, and we can’t wait to see what the next chapter holds.