Sosai is repositioning from a design studio into the AI-powered briefing tool that studios and agencies license, and that their clients use to brief them. This rebrand updates the mark, system and voice to reflect a software product rather than a service, while keeping Saya, the assistant everyone already recognises, at the centre of the experience.
Overview & Goals
- Shift the brand from 'studio selling packages' to 'tool other studios use', across site, pricing and product.
- Give Saya a presentation that reads as the product's own assistant, not a studio's front desk.
- Build an identity that works equally on a marketing page and inside a live application interface.
- Serve both studios who license Sosai and the clients who fill in a brief, as one coherent brand, not two.
Budget & Timeline
The new identity is agreed by the end of October, giving the team time to rebuild the website, pricing page and product presentation ahead of a January relaunch. Rollout covers the website, the app, social profiles, the PDF brief template, the favicon and email signatures. Nothing printed is planned yet.
Brand programme
- Situation
- Rebrand
- Why now
- New positioning
- Carry over
- The name Sosai. Saya as the name of the assistant and the way she speaks, which people remember. The restrained, editorial tone of the writing. The serif in the headlines is the one thing we would defend after that.
- Logo
- Refresh the existing logo
- Logo direction
- Just the name
- Deliverables
- Logo & marks, Type system, Color system, Brand guidelines, Social templates
- Naming
- Name exists
- Handover
- Plus templates our team can edit
- Voice
- Professional, Trustworthy
- Exact wording
- Sosai Studio, as one word pair, with the full stop.
- Rollout
- The website, the app, social profiles, the PDF template of every brief, the favicon and the email signatures. Nothing printed yet.
- Print colors
- Only screen colors
Brand Story & Voice
Sosai carries over its name, its editorial restraint and Saya's voice, but sheds the studio framing. The story is now that of a calm, trustworthy tool built by people who understand briefing from the inside, not another AI product chasing attention.
Target Audience
Two groups meeting inside one tool: the studios and agencies who license Sosai to run their briefing process, and the clients those studios invite in to actually fill out a brief.
Logo & Style
Refresh of the current logo
Direction: Wordmark (just the name)
Examples of how this kind of logo is built, not of its style.
Typography
Keep the current type
- NewsreaderHeadlines · Google Fonts, free to use
- DM SansBody text · Google Fonts, free to use
Colour
Colors to use
Measured on the material that was sent.
For print
- 1a1a18C0 M0 Y0 K93
- c7402fC0 M84 Y90 K18
- f1ece4C0 M0 Y0 K5
- ffffffC0 M0 Y0 K0
- 6b655cC0 M0 Y0 K68
Print definitions: Only screen colors
CMYK values are starting points for coated paper. The printer's own profile decides.
References & Moodboard
1 source captured. Click any of them to see it full size.
In the client's own words
The site we have describes a design studio with an AI assistant that helps clients brief us. What we actually built since then is the tool itself, and other studios want to use it. That is a different company, and the brand has not caught up: the site still sells brand packages, the pricing page is for a service business, and Saya is presented as our assistant rather than as something a client of any studio talks to. We are not throwing everything away. Saya stays, the name stays, the calm tone stays.
Scope & Deliverables
- Logo & marks
- Type system
- Color system
- Brand guidelines
- Social templates
- Editable template files for the internal team
Do's & Don'ts
Do
- Keep Saya recognisable, she is the part people describe to other people.
- Design for a product interface as well as a marketing page, the identity has to survive inside an application.
- Preserve the restrained, editorial tone of the writing and the serif in the headlines.
- Treat studios and their clients as one audience wearing two hats, not two separate brands.
Don't
- Do not make it look like every other AI product, that is exactly the market Sosai is not.
- Do not lose the quiet, the calm is the argument.
- Do not reintroduce studio-package language now that Sosai is a tool company.
- Do not split the identity into a 'studio' brand and a 'client' brand.