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SmartAction
Company Rebrand
SmartAction, a conversational AI company based in El Segundo, CA, was in need of a complete company rebrand -- new logo, new colors, and new tagline.
Original Branding
HEX #CA2027
RGB 202 32 39
HEX #00000
RGB 0 0 0
Previous Logo and Tagline: Conversational AI. Less Hard
The previous branding featured the tagline, "Life Less Hard." Myself and the leadership team felt that this tagline was a bit vague and didn't immediately resonate with their audience. It was incredibly important to convey the notion that their AI technology was just as empathetic, personable, and helpful as as human contact center agent -- and this needed to be reflected in the tagline.
The previous branding featured a bold red color, that didn't align with the company's core values and traits, including trustworthiness, thought leadership, and innovation, according to color theory.
New Branding
New Logo
The new logo features a circular chat bubble with an "SA" squiggle shape in the middle. As an AI virtual agent company, the chat bubble directly represents the conversations their virtual agents are having with their client's customers. The white "SA" squiggle represents the "S" and "A" of the SmartAction name in the shape of an audio wave, as voice AI is their primary product, compared to web chat and SMS text conversations.
HEX #03a1e6
RGB 3 161 230
HEX #aa1086
RGB 170 16 134
New Colors
The new colors align with SmartAction's core values and traits: innovation, technology, trustworthiness and intelligence, while staying professional in tone, as a B2B company.
New Tagline: AI with a Human Touch
It was very important for the new tagline to inform the audience of the human-like traits of SmartAction's virtual agent product. "AI with a Human Touch" is a exactly summarizes the notion SmartAction wants their audience to understand: that they AI virtual agents are just as good as human agents when it comes to getting contact center help.
Some new content pieces featuring the new branding
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