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Writer's pictureMadhav M.

How Tellable gave an AI-native company its human identity

A scientist’s true work shines out when they invest long hours to stare at endless spreadsheets of data, click on an electronic mouse, and strike a keyboard. It sounds odd, doesn’t it? Yet, it’s the reality of many pharma R&D professionals: the breakthroughs and discoveries that could change lives are on the other side of repetitive, monotonous tasks.


Sangnan AI is an AI-native company that emerged to change that. On the front of pharma data processing, it aimed to automate the laborious, time-consuming tasks and liberate scientists to focus on what matters more.


Devising a piece of technology for an endeavour of such magnitude wasn't the only challenge. As a first-of-its-kind company in the pharma data automation space, it also needed to build a brand identity that comes across as the pioneering force riding the wave of generative AI in the zero-error field of life sciences.


Humanising data automation

The founder of Sangnan AI considered Tellable the best fit for the task. He’d gone through our works even before approaching us and witnessed how complex business problems were solved with empathetic storytelling in the field of life sciences. Because at the end of the day, his brand, though driven by AI, was about the people.


The project was greenlit and we dove headfirst into research. How could we make cutting-edge technology feel relatable, feel human? Besides, Pharma R&D data automation isn’t the easiest concept to simplify, yet Sangnan AI’s success depended on doing just that. So, how could we bridge the gap between the technical and the tangible, the complex and the relatable?


In order to achieve that, we needed to understand not just Sangnan AI’s technology, but also its environment and its audiences: scientists, pharma leaders, IT leaders, and investors. And our messaging had to resonate with each of those groups. We delved into the pain points of the industry. What kept IT leaders up at night? What frustrations existed in the current R&D workflow? How could we capture Sangnan AI's'aha' moments for them?


And that right there proved to be our “aha” moment for Sangan AI. At the core of its offering was transformation - the transformation of tedious, repetitive tasks into moments of discovery - so, we crafted the phrase ‘from ugh to aha’ to capture that. It humanised AI, taking it from a cold, technical concept and turned it into a force that could change the lives of those in the pharma industry, helping them rediscover their passion for innovation.


Brand guide creation
The brand guide we created for the R&D data automation company

Visualising the future of life sciences

We then moved on to the visual elements. Sangnan AI’s identity needed to reflect both the promise of artificial intelligence and the essence of life sciences. So, the colour palette was chosen accordingly: Chrysler blue and Emerald, complemented by Amethyst and Tea Green. For fonts, we selected Futura, a geometric sans-serif font with clean, modern lines to represent the world of AI and technology, and paired it with Lato, a more humanistic sans-serif font. Innovation was meeting compassion.


And the logo was an emblem of inverted cones projecting outward from the central point of an invisible circle, symbolising the interconnectedness and expansion of human potential. It was designed to represent the flow of life itself, constantly evolving, branching out, and reaching new possibilities.


Our multidisciplinary approach eventually culminated in the creation of Sangnan AI’s brand guide: a visual bible that would ensure that the brand is carried forward and experienced aptly, both internally and externally.


Creative brand story
Visualising the brand's story, values, and goals

Comprehension is a compass

The founder was back, and he was ecstatic! He expressed to us that his brand simply couldn’t have gotten a better story, a better identity, and he was charged to enter the boardrooms with it. The response was immediate and positive. Potential clients in the pharma space, instead of looking at more numbers and jargon, heard their story and a solution to it.


By taking the time to understand the deeper challenges faced by a certain audience, we were able to create a brand identity that wasn’t just powerful but personal. And in today’s world, that connection makes all the difference.


Interested in giving your company a human identity?



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