The Beauty in Difference
Client
SymphonyAI
Service
Demand Generation
Challenge
In a sector full of super-smart companies, sameness was everywhere — dark blue colour palettes, tired AI clichés, and predictable visuals. As SymphonyAI prepared to challenge the big tech players, we saw an opportunity: stand out by embracing difference.
LinkedIn Engagement
+54%
Tier One Prospect Engagement
80%
PPC Performance vs Target
120%
Our approach
We developed a striking visual system built around animals symbolising wisdom and foresight — a bold contrast to industry clichés. Arresting imagery, simple pragmatic language, and clear proof points combined to deliver campaigns that outperformed KPIs across every channel.
The full story
SymphonyAI is a super-smart AI business in a sector brimming with super-smart businesses.
But here’s the thing: smart doesn’t mean imaginative.
Something which became apparent as we audited the sector in preparation for a raft of new sales generation campaigns.
We found widespread use of dark blue and black palettes, genderist images, dull repetitive fonts and visuals featuring AI-swooshes, humanoids / androids and the like.
And as SymphonyAI was challenging some big tech players, we lobbied the case for difference.
With its co-pilots assisting people in their day-to-day jobs, we focused on the foresight that AI gives you to improve decisions.
We looked at animals perceived to be full of wisdom, producing arresting and AI-catching images that are just about as far away from the sector norm as can be.
We also used simple, pragmatic language, with clear proof points, outperforming KPIs across every campaign.
“The thinking from the SxS team is always on the money, and I can’t recommend them highly enough. They’ll find the best way and will challenge and be provocative in their focus on getting brilliant results.”
- Paul Milner, VP Demand Gen, SymphonyAI
