Strategy. Identity. Digital: An Engine Case Study

Our recent appointment by Engine, a leading AI solutions provider, showcases how our comprehensive tailored services, from brand strategy to digital experience design, can bring a brand’s potential to life.

The Challenge

As an AI company committed to ethical practices, the team at Engine is building a solid reputation for delivering cutting-edge solutions in education and social care. They provide AI-driven tools to enhance customer service, streamline internal knowledge sharing, and enable deep data analytics.

‘Driven by a desire to harness the positive power of AI, Engine’s technology helps businesses save time, freeing up humans to do what they do best.’

They needed a cohesive brand identity that reflected their vision of making AI a force for good. They approached Blackline to:

• Develop a distinctive brand name, visual identity and logo design that resonates across sectors.
• Establish a brand strategy that bridges their roots in education and social care with aspirations to expand into new industries.
• Design a seamless digital experience that embodies their commitment to transparency, simplicity, and user privacy.

The Solution

We began by diving deep into Engine’s ethos and objectives. Their plain-speaking, open approach to AI (focused on reducing toil, removing friction, and creating instant knowledge) inspired our strategic direction.

We crafted a brand strategy emphasising Engine’s core values of transparency, fairness, and privacy. This strategy also highlighted their mission to demystify AI and showcase its potential to enhance productivity in the workplace and simplify time consuming day-to-day tasks.

Through extensive engagement with the client, including numerous workshops, our team designed a bold and versatile naming convention and logo that aligns with Engine’s mantra of ethical AI. The identity system is adaptable across both public and private sectors, reinforcing their credibility and broadening their appeal.

To communicate their values effectively, we developed a contemporary and approachable art direction. This involved selecting imagery, typography, and colours that evoke trust and innovation.

We also designed and built a dynamic website, which incorporates Engine’s retrieval augmented generation (RAG) AI technology enabling visitors to experience the power of their tools to search and ask questions of the site using the natural language query (NLQ) which sits at the heart of their products. The platform provides an intuitive user journey that reflects Engine’s straightforward and honest approach to AI.

Our work empowered Engine to present a unified and compelling brand across all touchpoints. The results include:

• A strong visual identity that resonates with diverse audiences in both public and private sectors.
• A robust digital platform that highlights Engine’s expertise while ensuring user privacy and security.
• Enhanced brand positioning that supports their growth into new industries while maintaining their reputation in education and social care.

At Blackline, we are proud to have partnered with Engine on this transformative journey. This project exemplifies how strategic design, and thoughtful branding can unlock new opportunities for growth and impact.

If you’re looking to elevate your brand with a new visual identity, or want to reposition your business into new sectors, take a look at our subscription services to find out how Blackline could help you.