Arthur / How an AI-monitoring platform humanized AI and broke out of a crowded market with a new brand and website — earning features in Bloomberg, CNBC, TechCrunch, and Axios.

Digital illustration of multiple people engaging in a collaborative activity involving large colorful cubes, with a purple background and some bushes or trees.

A website homepage for Arthur, a company that helps businesses accelerate model operations and improve AI. The page features a large title, a call-to-action button, and an illustration of a futuristic, green industrial machine with pipes and buttons, surrounded by people.

A dark-themed webpage advertising Arthur's turnkey, plug-and-play AI solutions for building on internal knowledge bases and making data-driven decisions, with a 'Learn More' button and partial screenshots of data analysis charts.

A blog post titled 'From the Blog' with a 'View More' button, featuring colorful scientific illustrations of atomic and molecular structures.

Quote from Priyanka Oberoi, Staff Data Scientist at Axios HQ, about Arthur Bench's contribution to developing an internal framework for scaling and standardizing LLM evaluation, with her photo in a circle at the bottom left.

A mobile website screen displaying the text 'The #1 AI Delivery Platform' with sections for 'Models,' 'Platforms,' 'Deployment,' 'Governance,' and 'Collaboration,' and a 'Learn More' button.

A colorful digital illustration showcasing an outdoor urban park scene with trees, buildings, and various people engaging in activities. The top part of the image contains a website interface with the name 'Arthur' and navigation options, along with a 'Get Started' button.

Illustration of multiple people on tennis courts, some sitting, stretching, or lying down, with vibrant purple and black background.

A collage of presentation slides on topics related to machine learning, AI, and algorithm fairness, featuring colorful graphics, text, and charts.

Hands holding a brochure with colorful illustrations and scientific imagery, featuring people and text.

An illustrated map showing a park with pathways, trees, and multiple groups of people sitting and chatting, some with dogs, on a purple and green area.

Three people working together to install a large purple pipe into a tall dark purple structure outdoors. Two of them are standing and one is kneeling, with a background of pink sky and green trees.

Colorful abstract geometric artwork with concentric circles, various shapes, and vibrant colors. Overlaid text indicates this is part of Arthur's 2023 Wrapped, a large language model.

Close-up of a thinkpad laptop with a smartphone resting on it, displaying a podcast app featuring the episode titled 'Ground Truth' with a purple and green cover art on the phone screen.

A digital illustration depicts a large smartphone lying on the ground surrounded by colorful, blocky pathways and groups of people walking around or crossing over these pathways.

A metallic directional sign with an upward arrow pointing, partially visible, set among bushes and rocks in an outdoor environment.

Large billboard on building with an advertisement for Arthur, featuring the slogan 'We make AI better for everyone.' and colorful illustrations of people engaging in various activities on a purple background.

Project Information

Stage

Early

Industry

Technology

Services

Branding
Website
Brand Guidelines
Templates

Impact Points

Responsible AI

As a B Corp, Odd Notion only partners with founders building products that benefit people and planet. We sort that commitment into three tiers:
- Measured impact — brands with verified, certified outcomes, like a fellow B Corp.
- Unmeasured impact — brands doing real good that haven't yet quantified it.
- Do no harm — brands we're proud to build because of how they operate.
Arthur sits in our unmeasured-impact tier. Its platform exists to keep AI accurate and fair — monitoring machine-learning models to catch the inaccurate and biased outputs that can quietly harm the people those systems touch. The good is built into the product; it simply hasn't been formally measured here.

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.

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.

Credits

Strategy: Bertha
Creative Direction: Bertha
Graphic Design: Eleazar Ruiz
Illustrations by Grace Poole
Coloring by Ryan Whiteley
Identity design by Mackey Saturday