Project Overview
Was working with an amazing tech business who’d developed an AI product, which did all sorts of agentic stuff (one of the latest generations, using HITL - human-in-the-loop - models.)
And while the platform is amazing, it wasn’t clear how to make is utterly compelling for prospects, and especially organisations that hadn’t made the leap into this kind of thing (I know, right!) or had… and had found the investment sorely wanting.
So I developed a marketing campaign around the thing this particular product does, better than any, framed around the idea that if you can’t find an answer it’s no laughing matter. And nip facilities-management issues in the bud.
My contribution to this
The execution is based around that pain-point - if you can’t find it, who do you ask? What if there’s no one to ask? Or the office in Chennai doesn’t open for another 8 hours? Or it’s in that guideline. The one the agency did. That got dropped.
The campaign went out via email and secured a huge amount of interest and (at time of writing), a really big opportunity.
As well as the campaign creative, I framed the strategy, wrote the launch copy and CTA’s, named the product - called it ‘firsthand’ as the notion here is you ask the API a question, in any language, and it fetches the answer, or puts you in touch with an expert if not.
The icon is based on International Sign Language’s symbol for the letter F, with the wordmark set in Alte Sans Grotesk as it has a slight and very charming imperfection - making it deliberately anti-tech sharp.
Come at me now, gonna-take-my-job-AI ;)
