As we started on the INAI project, I was a little apprehensive at the beginning as the timeline was short and this is the first time we were working with Frozen Iris. As it turned out, those apprehensions were misplaced and the end product was fantastic. It is not just about the end result, but also about how we got there. The process was systematic starting with a deep understanding of our motivations and ambitions with the center.
Once the leg work was done, the Frozen iris team laid out the framework to evaluate the proposals that made it easy for my team members to go about in a disciplined way. This aspect is very important as everybody comes with their own thinking on such creative endeavors and it is very difficult to converge unless there is a proper mechanism to guide everybody forward in the same path.
As is the case in any creative venture, we iterated a lot more than we planned and had to take a few detours before arriving at the destination. The team was very patient and accommodative right through the whole journey. I would gladly recommend the Frozen Iris team for anybody embarking on a similar pursuit.
When it comes to AI, what’s operating is a very common fear of the unknown. So, we decided to move away from computer chips, neural imagery and such that usually AI is identified with towards a more humanistic, conscious non-tech brand identity and language
The other major challenge was to weave India’s heritage and ethos into the whole brand strategy. A brand rooted in Indianness not only gave it a sense of uniqueness but a distinct ownership over efforts that is largely reserved by the first world countries.
Inai is a Tamil word that means “unite or integrate”. It reflects the idea of Integrating AI seamlessly into our lives and the amalgamation of Industry, Academia and the Government to create solutions for the population. Population is often represented as dots, on density maps by geopgraphers. In our survey, we found that the shape people associated the most with AI or technology was the circle. Since the morse code is a combination of dots and dashes, the connection only warranted the exploration.