Kore.ai Rebrand
In a sea of AI brands, Kore.ai wanted to stand out in an instantly recognizable and consistent way to build brand equity. A great brand isn’t just about logos or fonts; it’s about character, voice, and a unified vision.
Client
Kore.ai
DELIVERABLES
Brand Direction Brand Messaging Tone & Voice Development Design Direction
Year
2024
Role
Sr. Copywriter, Creative Leader
Redefining the Brand
The Discovery
We began with a fundamental question: Who is Kore.ai? Conversations with our executive team revealed a clear ambition—to be seen as a serious yet game-changing innovator. But our initial brand analysis told a different story.
Kore.ai Brand Personality: Initial Assessment
The initial brand was inconsistent with a combination of playful moments mixed with serious content. While Kore.ai wanted to be a fresh, game-changing brand, they wrote copy more like a contact center company rather than an innovative tech company.
It was clear that the market saw them as fragmented, inconsistent, and without a strong, recognizable voice.
We also saw that the pre-2024 Kore.ai brand:
Had no brand equity beyond the logo
Did not look like a business that creates innovative AI products
Looked very chaotic due to a lack of design direction
Chaos: The Pre-2024 Kore.ai Brand
Defining Our Identity
We started by looking at the market in 2023 to predict how competitors would develop their brands and find opportunities to stand out. We also needed to make the shift from a contact center company to a leading AI brand.
To bridge this gap, we focused on clarity and consistency. We redeveloped the brand personality, creating a tone of voice that aligned with their company mission - to be a leader in the AI space that's approachable and easy-to-understand.
We used rigorous analysis and feedback to refine Kore.ai's messaging, visuals, and brand language to create a clear, cohesive identity.
Competitive Analysis: from 2023 to 2024
The Transformation
We started by creating a unified brand direction and defined the brand's tone and voice. As lead copywriter, I mentored our writers and cross-functional team to align our messaging with our new voice. We used regular workshops and editorial reviews to make this shift.
Highlights of Brand Voice Work
The Results
This journey led to a sharper, more cohesive Kore.ai—instantly recognizable, strategically aligned, and ready to lead the future of AI. The rebrand wasn’t just about looking different; it was about standing apart in a way that builds lasting brand equity.
Comparison of Brand from 2023 to 2024
2024: End-to-End Brand assets
The Team
ECD: Harry Williams
Senior Creatives: Shravan Peechara and Shahbaz Ahmed (Design), Sarfaraz Hussein (UX/UI), Marli Tucker (Copywriter)
Strategy: Eloisa Puentes, Shaun Fielder
Project Manager: Ana Uribe