Wiyse: Launch campaign for AI SaaS (2024)

Nilanjan Debnath

Graphic Designer

Motion Designer

Adobe After Effects

Adobe Illustrator

Emerging Markets

Introducing Wiyse

01 Objective

To define and create

A brand strategy that conveys innovation and credibility.

A visual identity that simplifies complex AI concepts for business audiences.

02 Challenge

Wiyse approached with a request for a brand launch campaign while still in the testing phase. The challenge lay in crafting a brand identity that communicated their innovative solutions despite their evolving market positioning.

My Role

Lead brand strategy development and design guideline creation for an efficient product launch.

Solo Designer

Timeline 6 months

03 Solutions

The designs were tested and updated for over half a year.

1. Communicating Innovation

Positioned Wiyse as a breakthrough service platform by focusing on the unique nature of their AI-driven back-office solutions.

Simplified communication by using human-friendly metaphors to describe AI’s capabilities, ensuring businesses understood its benefits.

2. Clean, Futuristic Digital Style

Created a design system emphasizing clarity and modernity

Futuristic gradients and tech-inspired fonts to reflect innovation

3. Easy-to-Understand Graphics

Visual aids illustrating AI’s role in automating back-office tasks.

Infographics and iconography to showcase use cases.

4. Iterative Testing

Tested designs over a 6-month period to ensure clarity and resonance with the target market.

Adapted branding elements based on feedback, refining both messaging and visuals over time.

04 Design Process

Understanding the Problem

The concept of AI employees was entirely new, with no established frame of reference. Traditional back-office communication (via face-to-face or email) needed to evolve, and Wiyse’s platform promised to revolutionize this.

Worked closely with the marketing manager to map customer journeys and pain points.

Addressed concerns about adopting AI by highlighting ease of use and efficiency in messaging.

Key Design Strategies

Accessible Metaphors: Positioned AI back-office employees as collaborative partners rather than intimidating replacements.

Progressive Visual Language: Focused on clean layouts with ample white space to make technical concepts approachable.

Interactive Design Elements: Introduced hover states and animations to create a dynamic, tech-forward feel while maintaining simplicity.

Breakthrough service platform

05 Results

Strong Brand Foundation: Delivered a cohesive brand identity and design guidelines that set the tone for Wiyse’s future campaigns.

Improved User Understanding: Simplified complex AI concepts, making the brand more approachable to businesses hesitant about adopting AI solutions.

Market-Ready Visuals: Developed visuals that effectively communicated Wiyse’s vision of innovation, increasing early adoption rates.

06 Thoughts on Innovation

The concept of AI back-office employees introduces a radical shift in workplace communication and operations. Traditional methods of interacting with employees—like emails or face-to-face meetings—will need to adapt to automated, AI-managed workflows.

This project underscored the importance of clear, user-friendly branding to introduce disruptive technologies into the mainstream. By shaping a compelling visual narrative, Wiyse’s launch strategy inspired confidence and set the stage for broader AI adoption.

Next Steps:

To further strengthen Wiyse’s position:

Develop educational campaigns to address knowledge gaps about AI’s role.

Explore interactive prototypes that allow users to simulate AI back-office experiences.

Expand branding into motion and video storytelling for greater emotional engagement.

This project demonstrated how thoughtful design and strategy can simplify even the most complex concepts, making innovation accessible and exciting for a broader audience.

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Posted Jul 24, 2024

• Digital marketing | • Communication design | • Motion design → Product demo, website & social media branding

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Wiyse