Intelligence Rising
BRAND STRATEGY
VISUAL IDENTIY
Intelligence Rising is an strategic simulation designed to explore the global impact of artificial intelligence on geopolitics, society, and security. Our challenge was to create a brand identity that could hold the weight of a critical, complex issue while being visually engaging and theatrically bold enough to match the immersive nature of the experience.
The Challenge
Create a visual identity that balances the seriousness of AI’s global risks with the energy and engagement of a live simulation event.
Tension Between Awe and Risk
The strategic approach focused on the inherent duality of artificial intelligence: the promise of unprecedented progress and the risk of uncontrollable consequences. To express this tension, we turned to a powerful metaphor—the sun. A source of immense power, the sun enables life but can also destroy it. This served as a conceptual anchor for the brand, capturing the Icarus-like trajectory of human ambition in developing AI: striving for greatness while risking collapse if we go too far.
The Idea
Build a striking, symbolic visual system around the metaphor of the sun:brilliant, powerful, and dangerous if approached too closely. A nod to both mythology (Icarus) and modern circuitry, it becomes a visual shorthand for the complex relationship between humanity and intelligence.
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Agency: Song London
Client: Intelligence Rising
Creative Direction: Camille Yin, Pablo Gonzales De La Pena
Designers: CJ Brown, Rosanna Gnocchi, Josh Lowe
Mirrored duality
The visual identity was built on mirrored duality: a system that shifts between bright and dark, depending on the decisions made by players during the simulation. This created a brand world that functioned like the narrative itself: full of possibility, peril, and unpredictable outcomes.
The logo is a radiant sun built from circuit-like rays, representing the convergence of natural power and human-made systems. In motion, it pulses like a living organism—half celestial body, half supercomputer.
