AI won't take your job, someone using AI will
Case
Project info
Gotan Labs is a software development agency that was looking for a way to stand out. It was born during the explosion of AI, in a time when every other competitor was offering AI as their competitive edge. To help them stand out, we developed a playful brand voice that moved the focus away from the tech and back to the people using it. After all, AI is a tool to empower human teams and clients.
Brand strategy
Market & Audience Research
Visual Identity
Website Design
Outcome
Since AI is one of Gotan Labs’ selling points, we set out to experiment how generative art could support the brand. We handcrafted the logo and most of the marketing materials, but then guided [tool] to help us create an infinite library of brand patterns. Gotan comes from a wordplay on “Tango”, Argentina’s most famous dance, so it only made sense that the tech side of the brand was balanced with free-flowing imagery.
Impact
Gotan Labs’ new brand doesn’t adhere to a rigid corporate look. It represents the company by being audacious, innovative and bold. Their website allows them to attract customers and talent alike, with clearly segmented user experiences that speak to each audience.
Credits
- Magma - Nicolás Rudy - Brand Strategy - Marina Glikman - Brand Design - Pablo R. - Website Design and Development - Gotan Labs - Alfredo Edye - Rosario Molina - Julia Novillo - Romina Bertorello - Verónica Larralde
They gave us a super modern brand and a sleek website that's helping us stand out. Communication was spot on: they listened, they got us, they delivered. We'd definitely work with them again. We couldn't be happier with what they did for us. Two thumbs up!
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