AI for people who keep machines running
The tech startup Amby helps anyone fix machines by combining instant AI-powered troubleshooting with remote access to human experts. The platform gives operators, technicians, and end-users the confidence and knowledge to solve issues quickly.
Amby’s challenge was to enter the AI tech space with a brand that felt high-tech yet human. The platform needed to connect with a broad range of users, from factory operators and field technicians to OEM partners and non-technical end-users. The new visual identity needed to be distinctive, approachable, and simple enough to communicate expert knowledge without overwhelming the audience.
Concept & Strategy
Amby imagines a future where AI and humans collaborate to keep machines running. This direction anchors the brand narrative: AI for the people who keep machines running. Based on the archetypes of The Sage and The Everyman, the brand identity communicates a progressive tech solution for the industry while staying deeply human and understanding. Knowledgeable, assured, and guiding, Amby supports constant learning and upskilling with a Sage mindset, leading AI, and an expert team. Supportive and grounded in real-world challenges, Amby is the Everyman that users can rely on.
Logo
The startup’s logo brings together three ideas: knowledge, mechanics, and ongoing improvement. The outer shape echoes an open book, signaling learning and information. The layered structure represents continuous growth. The pentagon at the center nods to engineering and mechanical precision. Together, these forms create a symbol that is technical, meaningful, and recognizable.
Colors
Amby’s primary color is Blackberry, a deep tone designed to stand out in a market dominated by blue and grey. It conveys trust, expertise, and a sense of leadership. Secondary colors express the coexistence of humans and technology. Warm tones like orange and soft pink reflect empathy and accessibility. Cool tones like mint green and lavender signal innovation, clarity, and precision. The combination builds a balanced palette that supports a human-centered AI brand.
Typography
The type system of the tech startup relies on two contrasting fonts. Kumbh Sans, a geometric sans-serif, carries the functional, technical side of the brand. It is clear, structured, and well suited for interface elements. Bitter, a slab-serif font, adds character. Its open forms and legibility introduce a more human quality, giving Amby a distinct voice in headlines and editorial content.
Imagery
The imagery captures Amby’s broad set of use cases and the environments where machines are maintained. Photography includes technicians in industrial settings using tablets or laptops, reinforcing the integration of the platform in real workflows. Complementary scenes show people in offices or home environments, illustrating the reach of the tech solution across B2B and B2C applications.
Illustration
Amby’s isotype expands into a set of gear-inspired icons. The composition of strokes adapts to different contexts while the fixed count of ten maintains coherence and enables easy recognition. Gradients blend Blackberry with warm and cool colors to create additional visual depth. These gradients appear in backgrounds, text outlines, and overlays, adding consistency and personality across applications.
Website
The startup’s website opens with short clips that demonstrate real use cases. These scenarios help users identify with the product immediately and understand its range. The design is clear and human-centered, guiding visitors through the product story without unnecessary visual clutter. The experience addresses the needs of investors, adopters, technicians, and end-users in a direct and structured way.
Messaging & Verbal Identity
Amby’s tone of voice follows its archetypes. It is direct, practical, and optimistic. The messaging highlights how human expertise and AI work together to solve issues and improve skills. Real scenarios and troubleshooting moments form the foundation of the communication system, keeping the message close to the realities of its users.
Brand Communication
To support Amby’s launch, we delivered social media assets, a pitch deck template, OOH concepts, and additional brand materials. These assets equip the team to communicate consistently and help the startup team deliver on its vision of placing expert machine knowledge in everyone’s hands.
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