Current AI
CASE STUDY
A public interest AI non-profit association founded to build shared AI infrastructure needs.
OVERVIEW
In 2025 I was brought onto this project by C42D to develop the brand for Current AI along with a team of strategists, copywriters, designers and web developers.
COMPLETE PROJECT INCLUDED:
BRAND STRATEGY
BRAND NAMING
BRAND MESSAGING
VISUAL IDENTITY DESIGN
WEBSITE
Brand Development
In a short timeline at the beginning of 2025 the team worked efficiently to set out the strategy direction for this global partnership that would connect with world leaders and governments, philanthropists, researchers and industry.
We set on a positioning north star as AI for Public Good - building AI that the public wants. To inspire optimism that the public can and will take charge of AI’s development.
When it came to naming this global association, we landed on Current AI out of three candidates on the the table. 'Current' was selected to loosely represent electric currents, as in ‘now’, and importantly, as in ocean currents converging to represent how we are converging with technology in new ways.
Visual Identity
For my part of this fast-paced project, it was to develop the visual look for the brand that included logo, colours, fonts and typographic look, and graphic elements. The goal was to create a modern identity that did not look like a government organisation but could sit on a world stage alongside government and industry in a professional manner.
So the identity was built around shapes and a colour palette that did not stand out like a consumer brand and gave the brand an identity that feels considered and empowering, not as the star of the show but the support framework behind bold new ideas for the public good.
In addition to the identity, I created several concept images to help sell the dream of what the brand could become and present itself in different situations (shown in this case study).
Better branding
outcomes
The short turn around for this brand development was all in a huge effort to have it introduced by Martin Tisné on the world stage at the inaugural AI Action Summit in February 2025 at the Grand Palais in Paris, France.
Current AI's was unveiled to world leaders from France (President Macron), India (Prime Minister Modi), Canada (Prime Minister Trudeau) and the USA (Vice President Vance), along with industry leaders from Google, OpenAI, Salesforce and charity organisations.
Current AI launched at the summit with an amazing initial backing of €400 million to kick start what will be a greatly impactful that can inspire a positive direction for how we use AI.
