Led by Professor Karen Nelson-Field, Amplified Intelligence is the world authority in attention tracking through mobile devices and smart TVs. To help with their planned ambitious growth, Amplified Intelligence entasked us with articulating their brand story and defining a visual identity that would see them positioned as the world authority in the attention tracking space.
In short, we were tasked with moving the business from start-up to grown-up.
The old logo literally conveyed what Amplified Intelligence does—interprets human attention using technology. But it wasn’t ownable nor did it communicate the benefit to the end user—the client. The graphic representation of the brain did however, convey human cognition and intellectual rigour.
The revised identity retained the brain but incorporated a customised maze, representing the path of choices Amplified Intelligence tracks and interprets—the value to the client. A calming green representing growth was used as the primary colour, across stationery, digital, presentation templates and merchandise.