Arthur

Brand Identity System / Brand Guidelines / Brand Templates / WebSITE
Multiple diverse people are assembling a large, colorful, 3D Rubik's Cube puzzle outdoors on a purple ground.

Arthur is a platform designed to monitor, measure, and enhance the performance of machine learning models. It specifically targets the reporting of inaccurate and biased information that could be generated by AI models.

  • THE SITUATION

    We were given the amazing opportunity to collaborate with Arthur, a leading pioneer in the field of AI monitoring, on a comprehensive brand strategy endeavor. Arthur sought to strengthen its connection with its customer base by humanizing its brand. Arthur operates in a space that's buzzing with competitors, many of whom had already made a significant mark with their branding efforts. The objective was to elevate Arthur's brand recognition in this highly competitive landscape.

    THE PROBLEM

    The challenge was twofold. On one hand, we needed to reposition AI as a tool for enhancing human capabilities, as opposed to a technology to fear. On the other hand, we needed to identify a cost-efficient method to rapidly accelerate Arthur's brand awareness in the market. The problem was compounded by the fact that competitors had already established their brand presence, causing Arthur to play catch-up.

    SOLUTION

    We developed a comprehensive strategy that reaffirmed Arthur's mission of ensuring accuracy and equity in AI models, establishing Arthur as the 'adults in the room' with a research-led approach and enterprise-native origins, and humanizing AI as a tool that enhances human capabilities.

    Our partnership with Arthur went beyond developing strategic solutions. The team at Odd Notion worked on branding style guides, decks, marketing templates, and a new website, all the while ensuring a strong human connection was maintained. Our design team also created appealing illustrations that encapsulated Arthur's mission and commitment to responsible AI.

    RESULTS

    The results of our efforts are palpable. Arthur has gained considerable media attention and has been featured on prominent platforms like Bloomberg, CNBC, TechCrunch, Axios, and other media outlets. These accomplishments are testament to the success of our efforts. We take immense pride in contributing to Arthur's growing success and eagerly anticipate our continued partnership.

    COLLABORATORS

    Illustrations by Grace Poole

    Coloring by Ryan Whiteley

    Identity design by Mackey Saturday

A colorful digital illustration of an AI-powered industrial machine with people observing around it, set against a dark background with clouds and mountains.
A digital webpage showing information about building AI solutions with a dark purple background, a 'Build' header, descriptive text, a 'Learn More' button, and sample charts and graphs related to data analysis.
Screenshot of a blog post titled "From the Blog" with a colorful abstract science-themed image featuring circles, concentric rings, and molecular structures, accompanied by a section discussing AI language models.
A website homepage featuring a purple background with the text: "Arthur Bench - The Most Robust Way to Evaluate LLMs. Bench helps teams evaluate different LLM options easily and quickly." There is a futuristic, colorful illustration of three people interacting with a giant purple test machine with floating rings and tubes, symbolizing evaluation or testing process.
Quote by Priyanka Oberoi about developing an internal framework for scaling and standardizing LLM evaluation, with her photo and title at Axios HQ.
Screenshot of a mobile app or website interface displaying information about a cloud-based AI delivery platform, with sections on models, platforms, deployment, governance, and collaboration.
Illustration of a park with modern buildings, trees, and people walking and sitting. The scene is stylized with a dark purple sky, and vibrant colors for the trees and structures.
Illustration of people on a purple running track, some stretching, others preparing to run, with shadow effects and bright colors.
A collage of presentation slides discussing AI, machine learning explainability, bias, and model fairness, featuring charts, diagrams, quotes, and colorful graphics.
A person holding a poster with an illustration of a large tube with rings and a glowing blue line, and small characters around it; the poster promotes making AI better for everyone, with the logo of Arthur.
An aerial view of a purple rooftop with people sitting and standing around, surrounded by green trees and fields.
Four people working together to keep a large purple pipe from falling over a black fence, with trees and a pink sky in the background.
Colorful abstract artwork with concentric circles and spherical shapes for a company update.
Smartphone resting on a silver laptop with black keyboard displaying a grounds truth app or webpage with a purple background, showing videos and information about presenters and topics in science, business, and technology.
Digital illustration of a mobile messaging app on a large smartphone surrounded by interconnected, curved pathways with people walking on them.
A metal outdoor box with a cut-out logo on the lid, situated among plants and rocks.
Digital billboard displaying an illustration of diverse people with disabilities engaging in activities on a purple background. Text reads 'We make AI better for everyone.' with the logo of Arthur and StandardVision.

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