What if your logo could launch an entire brand platform?
Twenty years ago, Automation Anywhere (AAI) took the world by storm with its robotic process automation (RPA) software. Independent and innovative, it led them to unicorn status and hundreds of millions in Series A&B funding. Then AI arrived and suddenly, their future wasn't so clear-cut.
AI represented a paradigm shift for automation. Its potential impact for customers was staggering—and so was its potential to disrupt the status quo. Startups and old rivals alike raced to market themselves as the torchbearers of AI-enabled automation. AAI was not prepared to let that happen.
Nobody else’s offering could offer comparable impact to AAI’s. All they needed was a way to cut through the confusion and prove it.
The fusion of RPA and GenAI into APA—agentic process automation—is not an incremental upgrade. It’s a leap forward that offers explosive growth opportunities to customers. Their brand needed to reflect that.
We created a new look, tone, and direction to capture this sense of power and potential, centred around the value proposition: It’s Time to Soar.
Forward-facing and energetic, we turned AAI’s logo into a starship that would tear across visuals in a vibrant streak—nicknamed the Blaze. A flexible visual device, the Blaze can be adapted to almost any format, helping AAI have a consistent, recognisable presence.
To go with it, we formulated a much bolder, combative tone of voice that spoke to the truth of their offering. They were better and they knew it, and had the results to prove it.
Once we had designed it, it was only fair that we test drove it. We launched AAI’s first ever ABM targeted campaigns, putting the new tones and visuals through their paces from the top to the bottom of the funnel.
Imagine: The flexibility to elevate
Imagine is Automation Anywhere’s flagship experiential show. In order to convey the premium nature of the event and the ground-breaking thinking unveiled there, the ‘Time to soar’ concept was elevated with motion and 3D, for an unmissable live experience.
