ModuleQ brand relaunch and Unprompted AI

The problem

ModuleQ's AI prepped customer-facing teams for every conversation, with the right information before they asked for it. It was built around the human in the loop. In 2021 the brand showed none of that.

Navy, green and "AI-driven" looked like every other enterprise AI vendor. Next to the enterprise buyers we sold to, it read as early-stage. It listed "Human Centered" as an attribute, but nothing in the look or the voice showed it. Sellers explained what ModuleQ was in every meeting, because the brand never said it.

Who we sold to

The brand strategy guide defined who we sold to. Three markets, financial services first. Five personas, from Sam the Seller to Arthur the Analyst. Its archetype was the Intellectual Connector, the expert who makes things happen by knowing the right people.

People-Facing AI

We were People-Facing AI. The human in the loop was the brand's whole ethos, so the brand had to show it. I made it look human.

• Skin tones in the primary palette, beside Tranquil Teal
• Line illustrations of people at work beside the product
• People-focused photography of professionals at work
• A bright quilt of geometric shapes as the pattern

The risk was looking less serious than the AI vendors around us. Showing the human in the loop was the point.

My role

I designed the identity, directed the work around it and got the buy-in. First concepts to launch took under eight weeks.

Rollout

I trained the whole company on the guide. Sales, product and leadership all worked from it.

I directed a design system that carried the brand into the product UI, so the website, the sales materials and the AI features looked and spoke as one.

Into banking

The London Stock Exchange Group partnership changed the go-to-market. The CEO and I pivoted ModuleQ from knowledge workers to banks and investment firms. I refreshed the brand to match, with new positioning, new messaging and a refreshed look.

People-Facing AI gave way to a category of our own. I coined and trademarked Unprompted AI™ to define it, and it became the core of the sales story.

I led the enablement that gave LSEG's sellers the positioning, training and tools to sell ModuleQ as LSEG AI Alerts.

The result

Sellers stopped explaining what ModuleQ was. The brand said it for them.

Unprompted AI™ gave ModuleQ a category of its own. The repositioned brand and its sales materials were behind the Barclays and Wells Fargo wins, both enterprise sales through large buying committees.

Walkthrough

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Walkthrough All screens

ModuleQ brand book spreads: the logo, a product screen on a laptop, color swatches, photography and illustration styles

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