Decisions That Matter

AlphaSense

TL:DR

  • AlphaSense, a leading AI-powered business intelligence platform, needed a new identity that could scale alongside their rapidly growing business.

  • Their previous identity had worked well for them, so we needed to approach this as a surgical evolution rather than a full rebrand.

  • We positioned the brand from a tool that supported business intelligence, into a platform that transformed how businesses make decisions.

  • We developed “brand futures” to test different positioning directions with the teams at AlphaSense.

  • We created three key principles to guide our development, focusing on highlighting the platform’s Value Proposition: transforming complexity into clarity.

  • The resulting brand is bold, simple, and sophisticated. It prioritises clarity and efficiency while visually demonstrating the understanding it can bring.

Background

AlphaSense is the leading AI-powered business intelligence platform, with over $500M ARR. The business had scaled dramatically in a short period of time, reaching new continents, industries and users. They needed to refresh their identity to ensure that their brand wasn’t limiting their ambition as they continued their meteoric growth.

Ask & Challenge

While the existing brand had served the company well, it wasn’t keeping pace with their vision for the future or the systemic needs of their product and business. The challenge was defining what still worked, what could set them up for success and what was holding them back.

The ask became less of rebrand in the traditional sense, and more of a precise and surgical brand evolution.

Insight

One of the biggest transformations of the AlphaSense product over the years was the expanding definition of their core audience. They were moving from primarily working with intelligence analysts and starting to target the decision makers themselves.

This aligned with the vision for AlphaSense, which wanted to move beyond solely transforming how business intelligence functioned in an organisation. Their vision was to fundamentally change how decisions were made with any business.

This was a major shift in the brand, both of their audience and what they needed to represent: from analysts to CEOs. The new brand needed to be more than an analytics tool, it needed to be an equal in the c-suite.

Approach

To explore the different directions the brand could go, we created what we called “Brand Futures” a mix of trend forecasting, positioning matrixes, and potentialities that allowed us to quick-test where the brand could go. Each of these futures needed to capture the key value proposition of AlphaSense: its ability to turn chaos into clarity, to turn complex data into clear actions that could power decision makers.

It was this element of transformation–from complexity to clarity—that became fundamental to how we developed the brand and its positioning. We created three brand behaviours that would embody this promise and guide how the brand was experienced: Radical Simplicity, Quiet Confidence, and Easy Access. Through a series of workshops, both online and in person, we were able to fine tune the brand as it was developed, working hand-in-hand with our client.

By staying true to our core brand principles, we were able to create a brand system that successfully merged human intelligence with machine precision. The bold new identity is clear and fluid, using motion and animated signal flows to visually demonstrate the transformation of complexity to clarity.

We used the same principles to define and create the new brand voice. It’s a voice that wastes no time, cutting through jargon with precision, efficiency and a focus on the future. 

Together they create a bold identity that will continue to grow alongside AlphaSense. 

Services

  • Brand positioning

  • Brand strategy development

  • Tagline

  • Brand identity

  • Brand architecture

  • Launch campaign development

  • Workshop facilitation

  • Voice & Tone