Identity created by an accountant

Ma’no Branding: Renata Rakhmanova, Accountant Temur Sagdiev, Design Director Adelya Uzyakova, Client Service Director Zokir Khalmatov, Art Director Anastasia Kim, Designer Murat Risbikov, Designer Alina Vagapova, Designer Zokhir Bozorov, Designer Valentina Korobkina, Strategist Alina Zdobnikova, Project Manager Alyona Matyushina, Project Manager Actas: Denis Eliseev, CMO, Co-founder Anton Simanenko, Prompt Engineer, Co-founder Anna Ambartsumyan, Head of copy Nikita Shupov, Art -director Ruslan Marinchak, Motion Graphic Designer Dmitry Novozhilov, Audio Director Evgeny Kanya, Sound Designer Independent creators: Vladimir Khramchenkov, independent producer Viacheslav Kosachev, independent designer Dmitry Kuznetsov, independent designer

Background: “Artificial Intelligence is booming – but how will it impact your career?” CNBC “As AI Advances, Will Human Workers Disappear?” Forbes “AI will take 20% of all jobs within five YEARS’” Daily mail “AI vs humans: Some companies begin replacing employees with ChatGPT” Business standard The rise of AI has led to concerns about job loss and career stagnation for those without specialized skills. The objective was to create a brand identity (naming and design concept) for Actas, an AI-powered tool that empowers users to excel in creative industries without needing hard skills. The brief was to demonstrate how Actas can help people transition to new job opportunities and thrive in their careers, while highlighting the tool's ability to enable non-professionals to create professional-quality work. Idea & Solution: ​​We use AI as a superpower to enhance human abilities, rather than taking over jobs. Agency's accountant Renata used Actas, an AI-powered product, to develop a naming and design concept for the product itself. This allowed her to become a creative professional, despite not possessing traditional creative skills. The main visual element of Actas identity is an input cursor (a caret), symbolizing the bridge between AI and humans. The layout resembles a conversation between a human and artificial intelligence. Two fonts were used to represent this duality - one modern and AI-inspired, and the other more human-like. Through a chat between Renata and AI, the brand identity was born. Renata provided creative input and feedback based on her taste, while Actas generated options for the brand name and design styles. The entire concept was developed by Renata with the assistance of Actas, and then refined by human specialists. Results: The team was able to complete the entire process from concept to completion in just 50 hours, instead of the original three-month timeline. What's more important is that Renata not only has increased confidence in her own job, but also feels empowered to explore new possibilities. The Actas brand identity strucks a chord with people around the globe, as concerns about AI and job loss are not constrained by cultural boundaries. The solution empowers individuals to adapt and thrive in the rapidly evolving job market, fostering hope and creativity in the face of uncertainty. Moreover, we wanted to demonstrate that the alliance between humans and AI can be inspiring. It doesn't close existing opportunities but opens up entirely new ones. What we are witnessing now could be the emergence of a new kind of human – Homo Sapiens Augmented. This development has the potential to influence cultures as a whole, transcending borders and local distinctions.