Observe.AI

INDUSTRY

B2B SaaS—CONTACT CENTER AI & CUSTOMER SERVICE

ROLE

Head of Brand & Creative

SERVICES

Brand Strategy, Verbal Identity, Visual Identity, Brand Support, Web Desgin
46.5%

INCREASE IN WEBSITE BRAND GROWTH

50.3%

INCREASE IN BRAND FAVORABILITY

78.2%

INCREASE IN SOCIAL MEDIA FOLLOWERS

82.6%

INCREASE IN PAID SOCIAL ENGAGEMENT RATE

+

POSITIVE MARKET PERCEPTION AND ANALYST RECOGNITION

As the leading AI platform for contact centers, Observe.AI believes in empower businesses leverage the transformative power of AI to deliver extraordinary customer experiences.

The Problem:
‍Observe.AI had a powerful product and fast-growing traction—but a brand that didn’t reflect its maturity or market potential. We still looked and sounded like an early-stage startup: fragmented messaging, dated design, and a website that spoke to us, not our audience. Competitors with less capability were winning mindshare simply because they looked more established. To move upmarket, win over decision-makers, and own our category, we needed to transform how we showed up.

‍The Solution:
‍A full-scale brand transformation—from voice to visuals to digital experience—that repositioned Observe.AI as a confident, customer-first industry leader. This work helped elevate market perception, unlock additional funding, drive analyst recognition, and expand brand awareness across core personas and channels.

01: Brand Audit :
‍We began by auditing every facet of the brand—website, sales materials, social presence, internal assets—and benchmarking against competitors. This process uncovered critical gaps in consistency, clarity, and customer resonance. It also revealed where our competitors were over-performing in brand perception despite weaker products. These insights formed the foundation for the refresh strategy.

‍02: Messaging and Verbal Language:
Our approach was to shift away from technical jargon and into a confident, conversational tone that prioritized outcomes. Our new messaging was designed to be simple, sharp, and scalable—from product one-liners to boardroom decks. The voice we developed now reflects who we are: human, conversational, transformative and customer-centric.

‍03: Visual Language:
‍Our new visual system was built to signal scale and clarity. We introduced a bold color palette and a modern type stack that balanced tech-forward credibility with approachability. The design system is cohesive and flexible—equally effective across product screens, events, ads, and social content.

‍04: Website Overhaul:
‍From the ground up—starting with a new architecture focused on buyer personas and product clarity. The result was a streamlined experience that made it easier for visitors to understand our value, explore use cases, and convert quickly. We told a clear, unified story and gave it a premium feel that elevated us well beyond the startup tier.

‍05: Integrated Approach & Brand Support:
‍To ensure consistency, we built scalable systems to operationalize the brand across all channels. From sales enablement to campaigns to event booths, every touchpoint was updated to reflect the new identity. The brand is now infused across the entire customer journey—from first click to closed deal.

‍The Results:
Observe.AI no longer looks promising—we look proven. The refreshed brand helped secure additional funding, earned analyst recognition, expanded awareness across core audiences, and contributed to faster deal velocity. We now show up with the maturity, confidence, and clarity of a true category leader—and the market is responding.
As the leading AI platform for contact centers, Observe.AI was in need of a brand refresh that reflected the maturity of the company. The previous brand lacked consistency and alignment with our brand narrative. It was time to place an intentional focus on brand, and for the industry to understand our true distinction.

Brand Strategy

For contact centers, qualitative data is where invaluable customer insights live. It’s full of trends and common pain points that can be leveraged to better understand customers’ wants and needs. And Observe.AI is the first technology to harness the power of this data in a consistent and reliable manner with our human + AI conversation intelligence platform.

As the first of its kind in the industry, Observe.AI needed a way to communicate and showcase our differentiation and how we do it better than anyone else. Within brand strategy, we identified the common audience need as the ability to proactively identify customer needs and take quick action to address them—ultimately
delivering exceptional customer experiences. Before Observe.AI such a task was monotonous and manual, leaving a bad impression and key insights on the table.

From a strategic perspective, there was a compelling opportunity to rally around Observe.AI’s innovative technology and would-be users, celebrating the fusion of both worlds and positioning Observe.AI as the key to unlocking new levels of business growth and customer loyalty.

Verbal Identity

At Observe.AI, we are passionate about creating better customer experiences, and this starts with our clients. As a good partner, we impart our expertise with clarity and empathy while avoiding technical jargon—ensuring every word we say informs and encourages.

As industry champions, we want to educate and help people without patronizing or confusing them. Therefore, we use conversational yet polished language to build trust and long-term connections.

We are honest, confident, and approachable. We don’t boast about our world-class technology; we let our customers’ metrics and testimony speak for the quality and impact of our products.
We want people to perceive us as knowledgeable, friendly, trustworthy, and helpful. We use an active tone, avoid jargon, write positively, and prefer to write in the first-person perspective.

Our brand voice personality resembles Neil deGrasse Tyson and Michelle Obama.

Visual Identity

The Observe.AI new visual identity is inspired by the transformative fusion of human and AI with a focus on customer-centricity. It provides a sense of dimensionality—it’s dynamic, innovative, and reflective of our brands mission and values.

Our imagery style is reflective of the people we serve, highlighting the human element of our brand—emphasizing our commitment to putting customers at the core of our operation.

Another opportunity identified in strategy created further brand distinction—talking about color. Our color palette aims to reflect our brands transformative / innovative spirit with vibrant, saturated colors. And strategically, allows our brand to stand out from competitors.
In terms of typography, there is a compelling opportunity to introduce a second typeface. In strategy we’ve identified that all our competitors use Sans Serif typefaces, all of which look similar and/or interchangeable. For this reason, we’ve decided to introduce an Italic Serif typeface to further create differentiation and brand recall. The combination of these two typefaces will give our design system more range and breath.

And lastly, we are now introducing a brand patterns. These patterns add visual depth and flexibility to our design system while reinforcing our role as a hub for customer conversations and insights.

Typography: Inter is Observe.AI's primary typefece, a modern open-source typeface family designed specifically for digital interfaces and screen readability. Mackay Italic is Observe.AI's secondary typeface, a timeless and sophisticated typeface that adds a human element to the brand.

Patterns: Our brand patterns aren’t just decorative—they’re intentional tools for recognition and resonance. Designed to add depth, dimension, and consistency across every touchpoint, these visual motifs create a distinct and cohesive identity.

Photography: Our new photography emphasizing our commitment to a customer-centric approach and focuses on showcasing real people in a way that feels authentic, approachable, and dynamic—adding a human element to our identity.

Website

The Observe.AI web refresh was a complete reinvention of our digital presence—built to reflect the maturity of our product and the ambition of our brand. We re-architected the site around core audience personas, clarified messaging to highlight outcomes over features, and applied our new visual system to create a modern, cohesive experience. The result is a faster, smarter, more intuitive site that positions Observe.AI as the category leader, drives higher engagement, and accelerates the path from interest to action.

Brand Support

With hundreds of employees across the globe, there were a lot of assets to be updated before Observe.AI's brand launch. My team and I were able to support with everything from e-books to marketing campaigns to website heroes to additional site pages. Accounting for and prioritizing all those additional brand elements helps to quickly establish consistency across the Observe.AI experience.
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