THE PROJECT
Branding computation
AveraAI is the future of financial computation. Created in response to increasingly strict regulatory demands, brought about after the 2008 financial crash and soon to be brought into law, AveraAI uses the latest technological advances to offer a modular and scalable solution to financial institutions’ needs to meet regulatory risk reporting and financial asset pricing. Our challenge: to name, brand and create communication materials to help the team take their product to market.
THE NAME
AveraAI
Naming a company, product or service is not straightforward. There are multiple considerations depending on the scope, reach and aspirations of your business. In an ideal world the name should mean something and relate closely to what the product does or delivers, or give a real sense of what it will be like to use.
It needs to do that and plenty more besides, whilst avoiding potential issues that can cause the business difficulties further down the line.
We use a selection of different creative processes to generate effective name ideas for new or rebranding companies – techniques we have tried and tested over the years that yield results for organisations big and small.
EXPLORATION OF ROUTES - A
“Fovea”
The best decision you can make
A small area in the retina of the eye where visual acuity is highest. It delivers the largest source of decision making information to us and is symbolic with vision and looking into the future.
EXPLORATION OF ROUTES - B
“Render”
Generating information
A render is the generated image output of a model. When using the Product, it ‘renders’ the trade, shows the impact on the capital charge – and helps the decision making process.
THE FINAL OUTCOMES
Beyond branding
Having come up with a name and brand, we created a selection of marketing materials, including document templates, a bespoke website that integrated animated product explainer graphics, and a selection of sales and presentation documents.
SUB PRODUCT ICONS
Creating product clarity
Avera is a suite of modular products meaning clients can make use of a range of tools in concert or individually. They can do so in a number of ways and configurations, which gave rise to the need to clearly differentiate between products. We did this by creating sub-brand icons that were harmonious with existing tools.
EXPLAINING PRODUCT BENEFITS
Simply conveying complexity
We took the key product benefits and used animated infographics to make them easy to digest, engaging and memorable. We optimised these for use on the website and presentation materials.
VISUAL EXPLANATIONS
Illustrations and animations
When explaining a complicated product or system, illustrations can help break down the content making it more understandable and interesting.
BRINGING IT ALL TOGETHER
A high-quality website
Building a great site is often more about the story you’re telling and the time it takes to create and curate the content, rather than how you actually build the end result. That said, creating a pixel perfect, front-end web design using the latest, low-weight, accessible code is an art. Bring the two together and you have the perfect recipe.
WHAT OUR CLIENT SAID
I have worked with Together Creative now over the course of 3 different projects, quite varied in assets and what was needed, and each time they have blown me away with their thinking, speed of execution and quality. The best part about working with Together is the collaboration – they truly become partners in the process, offering their expert opinion whilst also being open minded and coming up with ideas to work around any internal constraints. We hope to continue working with them as Avera AI continues to grow as a brand within Google.
Claire Charron | Product Manager