Identity created by an accountant
Клиент
Actas
Рабочая группа
MA'NO Branding:
Brand creation — Renata Rakhmanova, Accountant
Art Direction — Temur Sagdiev, Design Director; Zokir Khalmatov, Art Director
Client Service Direction — Adelya Uzyakova, Client Service Director
Design — Anastasia Kim, Murat Risbikov, Alina Vagapova, Zokhir Bozorov — Designers
Strategy — Valentina Korobkina, Strategist
Project management — Alina Zdobnikova, Alyona Matyushina — project managers
Actas:
Brand keeping — Denis Eliseev, CMO, Co-founder
Brand keeping — Anton Simanenko, Prompt Engineer, Co-founder
Lead of copywriting — Anna Ambartsumyan, Head of copy
Art-direction — Nikita Shupov, Art -director
Motion Graphic — Ruslan Marinchak, Motion Graphic Designer
Lead Sound Designer — Dmitry Novozhilov, Audio Director
Sound Designer — Evgeny Kanya, Sound Designer
Independent professionals:
Post Production — Vladimir Khramchenkov, independent producer
Motion Graphic — Viacheslav Kosachev, Dmitry Kuznetsov — independent designers
Задача
Background
“Artificial Intelligence is booming – but how will it impact your career?” CNBC
“As AI Advances, Will Human Workers Disappear?” Forbes
“AI will take 20% of all jobs within five YEARS’” Daily mail
“AI vs humans: Some companies begin replacing employees with ChatGPT” Business standard
The rise of AI has led to concerns about job loss and career stagnation for those without specialized skills.
The objective was to create a brand identity (naming and design concept) for Actas, an AI-powered tool that empowers users to excel in creative industries without needing hard skills.
The brief was to demonstrate how Actas can help people transition to new job opportunities and thrive in their careers, while highlighting the tool's ability to enable non-professionals to create professional-quality work.
Idea
We use AI as a superpower to enhance human abilities, rather than taking over jobs. Agency's accountant Renata used Actas, an AI-powered product, to develop a naming and design concept for the product itself. This allowed her to become a creative professional, despite not possessing traditional creative skills.
Execution
The main visual element of Actas identity is an input cursor (a caret), symbolizing the bridge between AI and humans. The layout resembles a conversation between a human and artificial intelligence. Two fonts were used to represent this duality - one modern and AI-inspired, and the other more human-like.
Through a chat between Renata and AI, the brand identity was born. Renata provided creative input and feedback based on her taste, while Actas generated options for the brand name and design styles. The entire concept was developed by Renata with the assistance of Actas, and then refined by human specialists.
Results
The team was able to complete the entire process from concept to completion in just 50 hours, instead of the original three-month timeline. What's more important is that Renata not only has increased confidence in her own job, but also feels empowered to explore new possibilities.
