Unloq

The Craft

We had a whole brand to build, and the first job was giving it something to stand for. Before we could give Unloq a voice or a face, we needed to crack the big idea behind it all. Our strategists and copywriter joined forces to craft the brand proposition, giving everything that followed a clear direction. That thinking ran through every word we wrote and every design decision we made. 

And there were a lot of words. We created one of our biggest, most in-depth tone of voice guides to date, targeted to four key audiences, alongside a messaging house that gave Unloq its own way of talking to the people who matter. We even wrote instructions for the AI systems themselves, teaching the bots to speak fluent Unloq. Turns out even artificial intelligence needs a good copywriter! 

Visually, we overrode the typical colour palette that seems to come pre-installed with every AI business and went for something completely different, opting for warm colours and striking visuals, paired with bold typography. The whole identity also worked hand in hand with the writing, giving Unloq a personality that looked and felt as human as possible, right down to the last pixel. But we didn’t stop there, once the brand got the OK, we put that new identity to work across email banners and social assets, ready to introduce Unloq to the world.