Learn More About the Project: Roche Canada had recently initiated and invested in an Artificial Intelligence Centre of Excellence (AICoE) that would be a connecting point for collaboration with the expertise of national AI leaders such as Amii, Mila and the Vector Institute.The purpose of the organization is to deliver quality AI-based solutions that optimize and reduce the cost of healthcare delivery, improve health outcomes, and enable Canada to learn and nimbly respond to opportunities and potential challenges in the healthcare system. The AICoE was looking for a name that would serve them better than their working acronym, brand positioning, a visual identity and online presence to represent the organization both internally and externally. Recognizing that the success of AI solutions is ultimately dependent upon collaboration between scientists and everyday people, it was important for Roche to reflect this human connection at the heart of their initiative with the new branding.

With Pivot’s collaborative and strategic user-centered design process, Pivot worked very closely with a variety of stakeholders both internal and external to work through creative solutions. From their early understanding phase, they generated our qualitative insight through worksessions with the team. Pivot collaborated on naming, positioning and the visual brand identity and landed on the chosen name–AIR (AI with Roche). A visual language was developed with a warm palette and illustration style to differentiate the brand from stereotypes of AI as a cold, technology-driven industry disconnected from humanity. A single page website was designed to begin the process of positioning AIR as a collaborative for the Canadian community in health and AI.

About Pivot Design Group: Pivot Design Group is a leading Toronto strategic design and communications studio, specializing in design research, digital UX design, brand design and service design, creating real quality solutions for clients. Since its founding more than 20 years ago, Pivot has shaped its own brand of strategic design, balancing creativity, critical analysis and intuitive thinking through the lens of research and design.

Pivot Design is recognized by its signature Informed Design strategic approach that delivers consistently exceptional results for enhancing the health and well-being of people and organizations. Over its 20-year history, Pivot Design has successfully completed over 2,000 projects and delivered innovative design solutions to more than 300 clients in different sectors across the business spectrum.

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Contacts for Pivot Design Group:

Ian Chalmers

Founder & Creative Director

(416) 203-1660 | ian@pivotdesigngroup.com

Torey Taferner

Client Relations Director

(416) 618-7134 | torey@pivotdesigngroup.com