Intelligence Rising: Exploring the promise and peril of AI
BRAND STRATEGY | VISUAL IDENTIY | NAMING
Intelligence Rising is a strategic simulation that explores the global impact of artificial intelligence on geopolitics, society, and security. Our challenge was to create a brand identity that could carry the weight of this critical, complex topic while being visually bold and immersive enough to match the theatrical nature of the experience.
We needed to strike a delicate balance: conveying the seriousness of AI’s risks while engaging participants in an energising, thought-provoking event.
The idea
We anchored the identity in the dual nature of AI: its unprecedented potential for progress and its equally great potential for harm. The sun became our guiding metaphor: a source of life and power, but also of danger if approached too closely. This idea echoed both mythology (the Icarus story) and modern technology, perfectly capturing humanity’s ambition and vulnerability in the face of AI.
Bringing it to life
The visual system embraced a mirrored duality, shifting between bright and dark depending on the choices made during the simulation. This reflected the narrative itself: full of possibility, peril, and unpredictability.
The logo, a radiant sun formed from circuit-like rays, represents the fusion of natural power and human-made systems. In motion, it pulses like a living organism, sitting at the intersection of celestial body and supercomputer.
Executions
Across all touchpoints, the identity brought the narrative to life — dramatic, symbolic, and thought-provoking, just like the simulation it represents.
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Agency: Song London
Client: Intelligence Rising
Creative Direction: Camille Yin, Pablo Gonzales De La Pena
Designers: CJ Brown, Rosanna Gnocchi, Josh Lowe
