We received a lot of questions from other AI startups once Perplexity was released. Much, much more. Since most of them were just starting out, they had no idea what or for whom they were truly building. They simply knew AI will be used in some capacity. The gold rush of 2024 is almost here.
We also had some really interesting discussions with people who were considering AI and how to integrate it into their businesses from a broader perspective. Alright, back inside. You will note that it is not named Anterior AI because it is not their company’s ultimate goal. The AI is merely one of their company’s products. To use the analogy further, we hit gold.
We got along with their crew right away when we met with them. I am not sure whether it is because the most of them were British or what, but every Zoom call was incredibly charming. It seemed as though we were simply enjoying a cheeky pint in a pub with some friends.That was not nearly as professional as it was, JK.
Their first designer, Andy, was very transparent and dependable on our method.They frequently said, “We trust your expertise on this,” during the finding.Aural pleasure for us.They have very intelligent folks on their team who are both IT and medical professionals. For instance, their CEO is a pioneer in AI and a medical doctor.
People that attempt to tackle issues from the inside out are a pleasure to work with.Individuals who have experienced the constraints of an industry, either personally or professionally, as they approach these significant issues from a Trojan Horse perspective. They are aware of every weakness and contradiction needed to bring down the colossus.
Anterior is a digital startup that offers payer companies, or health insurance, generative artificial intelligence solutions. Is there a more massive organization than health insurance?
One of their initial objectives is to assist nurses in obtaining insurance authorization more quickly and precisely than in the past. which consequently makes it much easier for average folks like you and me to receive the care we require.
That is the background, all right. Let us talk about the brand now.
a reliable brand with long-term planning.
A scene of a doctor’s hand shaking a robot’s hand appears mid-trip.
The goal was to create a brand that exuded vintage charm and dependability—after all, the healthcare sector is their target market, and they are essentially intolerant of change. However, because they are an AI company, they also wanted the brand to have an air of excitement, unexpectedness, and futurity.
First, let us examine the A symbol:
It is designed to feel strong but nimble, with unexpected angles appearing everywhere you look. With a sense of movement and subtle curves to give the mark a deep, enduring sense of balance, it is meant to feel ageless rather than contemporary.
We aimed to produce a piece that was substantial yet exuded a natural suppleness. This stenciled A shape feels haptic, like to what you could find on the exterior of an MRI machine or shipping container. To truly give the mark a sense of flexibility, we also experimented with its contrasts. That gave us more reason to embrace the futuristic feeling. In order to make the shape more amiable overall, we finally rounded the edges. Although powerful, it is dynamic. like a fan of Rupi Kaur and a gym rat.
locating a type that just seems perfect.
As soon as the symbol began to take shape, we tried to match it with a typeface that both acknowledged the symbol’s design and felt incredibly responsible. We finally settled on Planar by Grilli Type, and it was just ideal. Its lowercase A perfectly complemented the brand symbol’s attitude.
With its sharply slanted ts and rs, the entire wordmark has some amazing geometry and a pleasant, organized vibe. It fosters a forward-thinking mentality rather than one that is very traditionalist or Swiss. However, that is offset by the fact that none of the other letterforms feel unduly dramatic or out of place. An ideal harmony.
I will admit that Planar’s italics, which extend up to 45 degrees in both directions, may get really bizarre at times. Thus, there is no need to search any farther for something that communicates speed.
Given the wordmark and symbol’s abundance of sharp edges, we knew we wanted the brand type to feel a little more conventional and tidy. Since this is the healthcare sector, we had to ensure that the foundation of this brand included some structure and credibility.
We were considering a few choices when we fell in love with Saans from Displaay right away.Send Saans to everyone who asks for a modernist typeface with great balance. It is, in every sense, the ideal nothing typeface.
Go girl, do not give anything to us.
Med tech…with a twist.
Brand assets are one of our main deliverables every time we sit down to design a brand. Although they differ from client to client, the idea is to provide them with a useful tool that helps them feel distinct and “branded” in the real world. It becomes increasingly difficult to make a search bar appear good as we get deeper into AI technologies. Ultimately, all we are doing is creating elegant input fields. which are infamously not the product’s most interesting features.
Hear me out: what if we did not do any of those actions?
We intended to avoid using cursors or text input for this project. So, we considered the true demographics of this audience. Nurses are examining medical reports and doctor’s papers.
Cubicles and paperwork are not exactly the most inspiring things to work with, either. However, after going a little further, we asked ourselves, “What if we used some of these items people are looking at on a daily basis?” X-rays MRI examinations! What if we descended to the molecular level and demonstrated what a microscope image of a cell looks like?
It was enjoyable to build this brand. The people at Antror just got it. For our team, working with a founding designer is the ultimate ideal since it means there will not be a lot of scrutiny and the brand is in good hands. All of the brand components we provided them with have been implemented by them independently. They have recently unveiled this stunning new website, anterior.com, which was created in-house.
I will always remember one comment made during our first presentation: “As you all were presenting this, I just kept thinking amazing! I would like a job with their company. Then I thought, hold on! I already have.
Given the recent announcement in Business Insider of a $20 million investment round, we are confident Anterior will accomplish amazing things.Thus, be aware of their future endeavors.
