Ai launch new identity

There are times when the elements that make a brand special are obvious with even the most cursory review.

On the other hand, more often than not identifying the brand's personality and determining the best way to reflect it require a more in-depth analysis - especially when the existing brand actually consists of a synthesis of more than one company and culture. It's this category that Ai fell into when Base One was tasked with re-energising its brand.

In 2005, lifestyle data analytics company Intuistic joined forces with data bureau Absolute Data Solutions to create Ai, a full-scope data services business. Over the next couple of years, it enjoyed considerable success - so much so that the new structure and personality of the business became secondary to the pressing demand on their services and time. The brand marked time.

In 2007, the addition of B2e, a risk data analytics company, to give a unified view of customer lifestyle and credit information made a brand review a priority. With previous experience of Base One's work through a series of ad campaigns, Ai decided to work with them on a brand refresh that could accurately express its culture and offering.