Duration: 2 months | Methods: Brand design, design strategy, motion graphics | Tools: Figma, Premiere Pro, After Effects, Illustrator | Team Size: 1 (ish)
As a rapidly growing startup with a strong product, ElevenLabs had recently secured Series C funding. However, despite its revolutionary advancements in AI-driven audio, its branding felt generic—failing to capture the groundbreaking nature of the technology. Our goal was to craft a brand identity that not only reflected the company's technological impact but also distinguished it from the sea of AI-driven companies.
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“Making Waves”: A Core Concept
To encapsulate Eleven’s mission and transformative capabilities, we developed the "Making Waves" concept. This metaphor was deeply rooted in both the company's core product, audio technology, and its broader impact.
👋 Impact: The way Eleven’s technology is reshaping industries and redefining possibilities.
🛜 Connectivity: The power of voice to bridge distances, foster engagement, and enhance storytelling.
🌊 Transformation: The ability of AI-driven voice technology to create new opportunities for creators, businesses, and audiences.
🛜 Connectivity: The power of voice to bridge distances, foster engagement, and enhance storytelling.
🌊 Transformation: The ability of AI-driven voice technology to create new opportunities for creators, businesses, and audiences.
Embracing the full spectrum of Eleven’s colours
Visual Differentiation: Breaking Away from the 'AI Aesthetic'
As a young company, it was essential for Eleven Labs to stand apart visually from the homogeneity of AI startups. Instead of a sterile, tech-driven aesthetic, we embraced:
🟣 The full spectrum of company colours: A departure from the monochromatic palettes common in AI branding, reinforcing Eleven Labs' vibrancy and dynamism.
🟠 Textural imagery from real-world projects: Showcasing the diversity, energy, and humanity behind the voices enabled by the platform.
🔴 A balance of futuristic and organic elements: A visual identity that reflects both innovation and the deeply human experience of voice and sound.
Multilingualism: Bridging Gaps and Communities
A central pillar of Eleven Labs' mission is bridging gaps between communities through multilingualism. The "Making Waves" concept extends beyond a metaphor for impact, it also represents the company's ability to connect people across languages and cultures. By embracing and showcasing its multilingual capabilities, the branding reinforces ElevenLabs' commitment to inclusivity and cultural connection.
The Superformula: A Unique Representation of Voice
One of the most compelling elements of the rebranding was the integration of the superformula as a visual motif. The superformula is a mathematical equation used to describe complex natural shapes and curves—making it a perfect representation of the diverse voices and audio nuances within Eleven Labs' platform.
By leveraging this formula, we created a visual system that represents the full range of Eleven's voices, with each shape variation reflects the distinctiveness and complexity of human sound. Furthermore, the superformula represents Eleven's groundedness in natur. While AI audio technology is cutting-edge, its essence remains deeply connected to human and natural rhythms.
Lastly, the superformula provides a flexible visual identity; a scalable, dynamic foundation that evolve alongside the company’s expanding offering.
Through a refined brand strategy centered on "Making Waves," bold visual differentiation, and the innovative use of the superformula, Eleven Labs' identity now authentically reflects its pioneering role in AI-driven voice technology. This transformation not only strengthens the brand’s positioning but also enhances its ability to connect with users, creators, and businesses on a deeper, more human level.
