GRAIDE

Graide’s Challenge

Graide is a piece of bespoke AI powered assessment software which provides educators and students with a revolutionary way to increase both efficiency and quality of feedback. Following a recent round of investment and having further developed the Graide product, it was time to really focus on the human-led benefits of the platform without losing sight of the impressive technology behind the brand.

Notepad needed to develop a memorable brand strategy, brand identity and website that engages audiences, builds confidence and truly sets Graide apart as genuine market and thought leaders.

Opening up the world of AI marking

Our approach to this challenge started with some extensive market research. After a number of virtual workshops with Graide CEO Manjinder Kainth and the team, along with thorough market and competitor analysis, we developed the following insights:

Most brands within the space lack personality, originality and a distinct look and feel
Graide has far superior technology to the competition
Most concerns about adopting AI are fueled by a lack of understanding, questions over reliability or a fear of being replaced

Graide appeals to audiences in different sectors therefore we had to find common, unifying, emotive threads

We wanted to inspire audiences whilst shattering misconceptions around AI tech which are often perpetuated by the boring, unengaging and often uninviting brands on the market. We wanted to feel cutting-edge and professional, yet accessible, supportive and unmistakably human. We were creating a new image for AI marking technology that Graide will be synonymous with.

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Creative Hours

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Assets Delivered

Unbeatable Brand

As part of this new brand strategy and positioning we developed the following proposition:

“Graide supports instructors by harnessing the power of AI assessment, streamlining the grading process and generating tailored feedback for every learner.

We are passionate about improving learning experiences and empower you to deliver the best training possible.”

Highlighting all of Graide’s core USPs whilst conveying their strong sense of empathy and purpose.

Brand identity

As with Graide’s strategy, we wanted the brand identity to humanise AI and take audiences on a journey of learning and discovery.

The arrow in the logo represents the upward trajectory and clear path towards progress that all platform users will find themselves on. Just as Graide’s AI improves with every round of feedback, our users will be able to improve the levels of support and training that they deliver.

There is also a confident simplicity about the logo, projecting Graide’s market leading status, and also how we will make our audience’s lives and job roles easier.

The use of mascots and illustrative effects such as the highlighter injected personality into the brand, making the world of AI feel warmer and more inviting whilst also clearly placing Graide within the education and training sectors.

Website

Notepad then supported the design and UI of the new website, bringing together the updated brand strategy and messaging whilst celebrating the new brand identity for stunning results. Helping Graide to feel more inviting, professional and progressive than anyone else in the space.