BERA

Intergiro

Kick Game

Yum Bun

Biozeroc

Freetree

On the Edge

Amphico

Hotjar

Deadly Dust

Trackinsight

Eat Less Plastic

Forgotten Forests

flyp

SauceLabs

One Green Bean

UserZoom

Yango Maps

Hometree

The Wombles

Aruba Conservation Foundation

Wild Thingz

Kaorium

Dendra

Chester Zoo

Veriff

Pachama

Big Cartel

The AIQ icon is based on the shape of a search bar—a device used by customers in their online Googles which the company collects and analyses. 

Spun out into a cluster, these bars become magnetic filaments which are drawn towards a central gravitational point, i.e. the consumer.

Ryan Green

"How&How was a critical partner in AIQ's brand evolution. The H&H team helped us turn a big visionary idea into a beautiful living and breathing brand which speaks to who we are as a company. The team is top-notch, delivers above and beyond expectations, and is an absolute pleasure to work with."

Katharine Lucić

"From the moment the work started, until our final phases together, it was clear How&How's processes and working style were rooted in positivity, open collaboration and approachable design. This was a recipe for an incredible output that hit our goals and exceeded our expectations. Not only is the work exceptional and in a class of its own, the people who make up How&How couldn't be more of a pleasure to work with at every turn."

Brand Strategy
Brand Narrative
Verbal Identity & TOV
Visual Identity
3D Animated Illustration Package
Explainer Video
Website Design

With thanks to Katharine, Ryan—and everyone else from AIQ in San Francisco and New York who made this work happen!

Strategist: Jessica Weiss
Animator: Joana Fatela
3D: Chris Beck
Designers: Rommina Dolorier, Miltos Bottis
Digital Designers: Jade Sheils, Marisa Oosthuizen
Client Services: Fanny Kaminski
Assoc. Creative Director: Chris Beck
Creative Director: Cat How

Harnessing magnetic attraction in the rebrand of a CX platform

Data is meaningless without sharp, insightful interpretation. Data is also very difficult to visualise in a way that is accessible and real. This was the problem we had to solve for AIQ—an American martech platform who pull together traces and fragments of customer behaviour, in order to reveal the patterns behind the chaos. 

Putting AIQ’s customers at the heart of our strategic thinking, our rebrand work was inspired by the Aurora Borealis and magnetic pathways—natural phenomena where force-fields wrap enigmatically around the earth. Our brand idea was "harnessing magnetic attraction". Much like an electromagnet, which draws order from chaos, AIQ pull together digital desire lines of consumer data—helping other organisations collect clusters of customer insights and bringing them sharply into focus.

Recife Display was chosen for the primary typeface due to its characterful flicks and tucks; while a palette inspired by the Northern Lights was developed in a range of tones. An animated 3D illustration system was developed by us in-house; alongside a set of data-inspired textures and patterns. 

Since our rebrand in late 2022, AIQ has announced a number of high profile partnerships, including Snowflake Data Cloud and the consulting firm, Slalom.

Harnessing the power of magnetic force fields in the rebrand of a customer experience platform.

Brand Identity, Website Design & 3D Illustration for AIQ

Harnessing magnetic attraction for a leading CX platform

Data is meaningless without sharp, insightful interpretation. Data is also very difficult to visualise in a way that is accessible and real. This was the problem we had to solve for AIQ—an American company who pull together traces and fragments of customer behaviour, in order to reveal the patterns behind the chaos. 

Putting AIQ’s customers at the heart of our strategic thinking, our rebrand work was inspired by the Aurora Borealis and magnetic pathways—natural phenomena where force-fields wrap enigmatically around the earth. Much like an electromagnet, which draws order from chaos, AIQ pull together digital desire lines of consumer data—helping other organisations collect clusters of customer insights and bringing them sharply into focus.

We use Google Analytics to track and record your movements on the Website, where you came from and what pages you access. This data is not connected to any personal information.

We use Hubspot for Website analytics and marketing automation. This data is anonymous unless you fill in a form and your contact details are added to our database with your consent.

We use Leadfeeder to see what company IP addresses our traffic is coming from. This data is not connected to any personal information.

We use Hotjar to record session information to see how people use our website. This data is not connected to any personal information.

Our Website uses Cookies to ensure you get the best experience on our Website.

A branding agency liberating ideas the world deserves. Working from London and LA we use imagination to turn businesses into brands. Brands which enrich lives, nature and founders. We design the not yet.

How&How Branding Agency in London & LA

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AIQ

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