• Naming
  • Illustration
  • Strategy
  • Branding

Priming for expansion

Sapia came to us as PredictiveHire — an ambitious business with a series of products, changing the way big businesses recruit en masse with AI; and removing bias from the recruitment process. We were tasked with rebranding the business to better align with its values and strategic shifts ahead of expansion to the UK and USA.

Finding and articulating a new vision

The brand needed a clearer view of where they were going and what they intended to do, one that could rise above any one product or feature and give them room to expand exponentially. With this in mind a purpose was revealed; to use data to improve human decision making, with the message that they would help businesses make better, fairer, recruitment decisions. From this platform we were able to name and then create a new identity for the brand.

A very human AI

Once the strategy was clear we started on developing a new name. After an extensive search, including category assessment, preliminary legal checks and much stress testing of the rationale, we landed on Sapia. The name represents a perfect combination of humanity (homosapien) and AI. Turning the AI around to represent a new perspective on the technology.

A human face for AI

The new brand style takes a tech brand and gives it warmth and humanity. This inspired the colour palette, with tech and innovation represented by a sleek black, and pink bringing a softer, more open feel, that stands out in category. The logomark furthers this friendly feel, with an arrow device pointing to the switch of a and i, as well as creating a smiley face. The dot on the I is formed as a speech bubble to evoke conversation. And finally, an organic illustration style, to round out the human touch.

Introducing Sapia

The new brand Sapia, is something quite unique for the category. All the benefits of AI with humanity baked in. A palatable and powerful balance of the best of each — a story that’s told in every element of the rebrand. This all forms a much clearer brand platform, with space to expand as they enter new markets.

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