Brand

Identities forged from strategic edge and infused with purpose, clarity and distinction.


WORK SPOTLIGHT

Ai2 has always stood for openness, but its brand no longer reflected the scale or significance of its work. Archetype worked with Ai2’s leadership to define a unifying narrative centred on the belief that openness drives breakthrough impact, translating this into a scalable identity system and new brand voice. The new identity was introduced through a coordinated launch campaign, then sustained through ongoing PR and social that continues to build visibility, engagement and credibility across the AI ecosystem.

Building a breakthrough leader in responsible AI

Brand research

Deep-dive research into audiences, markets and culture that uncovers truths and insights to guide positioning.


Brand strategy

Co-creating brands grounded in learning and framed by robust, flexible and scalable methodology.


Narrative development

Messaging frameworks and narratives that guide direction, unify communications and sharpen your brand voice.


Brand naming

Structured naming processes that explore territories, screen for conflicts and deliver confident final choices.


Brand architecture

Clear structures that simplify complex portfolios and bring coherence across products, services and markets.


Visual identity

Flexible design systems that combine recognition, distinction and creative edge at every touchpoint.


Tone of voice

Guidelines that define a recognisable voice, ensuring uniformity and clarity within all brand communications.


Brand playbooks

Comprehensive guidelines and digital playbooks that embed identity, tools and templates for consistency.


Website redesigns

Website design and content programmes that bring brand strategy into digital spaces with impact and effectiveness.


Launch and activation

Immersive GTM programmes, training and campaigns that embed your brand inside the business and out in market.


Employer branding

EVPs and employee experiences that attract, engage and retain diverse, ambitious and talented people.


BLOG

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2026 signals change at Archetype


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The attribution puzzle: How to crack marketing’s toughest challenge


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