AI/R, the AI Revolution Company, is an initiative of six global firms that came together to revolutionize tech consultancy and digital transformation models powered by AI, each specializing in a different innovation area and exploring the common ground of AI-enhanced solutions for businesses.
The brand launched its first campaign in late 2024, and, as the creative copywriter, my job was to craft the tone of voice based on the manifesto video created by AKQA, to be applied across all communication touchpoints.
Why it matters
〇 The tone of voice is just as important as key visuals in creating a strong brand presence.
〇 In the age of content, carefully crafted text that resonates with your company's unique values and mission helps establish a coherent narrative—not just in how you showcase your story to the world, but in how audiences perceive it and connect with it.
Look & Feel. Read & Feel.
The brand launched its first campaign in late 2024, and, as the creative copywriter, my job was to craft the tone of voice based on the manifesto video created by AKQA, to be applied across all communication touchpoints.
Why it matters
〇 The tone of voice is just as important as key visuals in creating a strong brand presence.
〇 In the age of content, carefully crafted text that resonates with your company's unique values and mission helps establish a coherent narrative—not just in how you showcase your story to the world, but in how audiences perceive it and connect with it.
Look & Feel. Read & Feel.
Before diving into AI/R's tone of voice, let's first breathe in the brand concept, which plays a crucial role in how the storytelling rolls out.
From the abstraction of an air molecule, our main icon is made.
Just as oxygen is composed of elements and can easily form more complex compounds, so too does the AI/R brand.
It starts from a molecule to form an element, translating AI/R's connecting ability into an organic, fluid, light, and sober identity. And taking air as the most fundamental element on Earth, it reinforces the brand’s mission: To be essential like the air we breathe.
Just as oxygen is composed of elements and can easily form more complex compounds, so too does the AI/R brand.
It starts from a molecule to form an element, translating AI/R's connecting ability into an organic, fluid, light, and sober identity. And taking air as the most fundamental element on Earth, it reinforces the brand’s mission: To be essential like the air we breathe.
Tied to that, we have the entire concept behind the brand:
Just like air, AI/R is a combination of elements, and just as AI will soon be everywhere, getting ready for it will become an essential task for businesses, which AI/R is ready to attend to.
Just like air, AI/R is a combination of elements, and just as AI will soon be everywhere, getting ready for it will become an essential task for businesses, which AI/R is ready to attend to.
A brand’s persona and personality define its tone of voice.
They guide how a company speaks, the words it uses, and the principles it follows in speech or text. Because it’s not just about what you say, but how you say it.
To understand AI/R’s persona and personality, take a look at the brand’s mission:
“To be essential, unparalleled, global. To revolutionize tech consultancy and digital transformation models by embedding AI in any industry sector, in every aspect of customer engagement and business platforms. A perpetual invitation for companies to innovate. Making the AI revolution your revolution.”
In it, three aspects stand out, which helped me establish three personality traits to guide the company's tone of voice.
The will to:
〇 Revolutionize tech models.
〇 Become an essential asset for business innovation.
〇 Make the AI revolution the revolution of AI/R’s entire ecosystem.
Establishing that we are:
〇 Visionaries, born from a strategic perspective on AI transformation to create a powerful company ready to take over the new digital era shaped by AI.
〇 Revolutionaries, uniting companies to revolutionize tech consultancy and digital services across key market verticals.
〇 Innomakers, not only leading by thought but by action, connecting advanced expertise and becoming an essential part of the AI revolution by being the ones to make it happen.
And leading to our personas:
They guide how a company speaks, the words it uses, and the principles it follows in speech or text. Because it’s not just about what you say, but how you say it.
To understand AI/R’s persona and personality, take a look at the brand’s mission:
“To be essential, unparalleled, global. To revolutionize tech consultancy and digital transformation models by embedding AI in any industry sector, in every aspect of customer engagement and business platforms. A perpetual invitation for companies to innovate. Making the AI revolution your revolution.”
In it, three aspects stand out, which helped me establish three personality traits to guide the company's tone of voice.
The will to:
〇 Revolutionize tech models.
〇 Become an essential asset for business innovation.
〇 Make the AI revolution the revolution of AI/R’s entire ecosystem.
Establishing that we are:
〇 Visionaries, born from a strategic perspective on AI transformation to create a powerful company ready to take over the new digital era shaped by AI.
〇 Revolutionaries, uniting companies to revolutionize tech consultancy and digital services across key market verticals.
〇 Innomakers, not only leading by thought but by action, connecting advanced expertise and becoming an essential part of the AI revolution by being the ones to make it happen.
And leading to our personas:
Like air and AI/R, its brand personality is a combination of elements—in this case, archetypes—because to fulfill its mission, AI/R must not only be inspiring like a hero, but make it happen like a creator.
We are creators
Going hand in hand with innovation and beyond boundaries.
Offering products and services as tools for clients to expand their sense of innovation in all directions.
Empowering our ecosystem to think out of the box and acting upon the need for innovation.
〇 See potential everywhere.
〇 Uncover originality with liberated imagination.
〇 Have a desire to create the new and exceptional, what wasn’t there and has enduring value.
KEYWORD: INNOVATION
TRAITS: INSPIRATIONAL, DARING, PROVOCATIVE
We are heroes
Inspiring by triumphing and being the models for AI innovation.
Showing clients that they, too, could be heroes by innovating with AI/R’s services.
Being the protagonists of our world through hard work and bold attitudes.
〇 Make the world better with the grit and determination to outwork the rest.
〇 Work hard to have the skills they deem requirements.
〇 Take pride that their work sets them apart.
KEYWORD: MASTERY
TRAITS: HONEST, CANDID, BRAVE
Brand archetype descriptions from Iconic Fox.
Based on Codedesign’s brand archetype definitions.
Going hand in hand with innovation and beyond boundaries.
Offering products and services as tools for clients to expand their sense of innovation in all directions.
Empowering our ecosystem to think out of the box and acting upon the need for innovation.
〇 See potential everywhere.
〇 Uncover originality with liberated imagination.
〇 Have a desire to create the new and exceptional, what wasn’t there and has enduring value.
KEYWORD: INNOVATION
TRAITS: INSPIRATIONAL, DARING, PROVOCATIVE
We are heroes
Inspiring by triumphing and being the models for AI innovation.
Showing clients that they, too, could be heroes by innovating with AI/R’s services.
Being the protagonists of our world through hard work and bold attitudes.
〇 Make the world better with the grit and determination to outwork the rest.
〇 Work hard to have the skills they deem requirements.
〇 Take pride that their work sets them apart.
KEYWORD: MASTERY
TRAITS: HONEST, CANDID, BRAVE
Brand archetype descriptions from Iconic Fox.
Based on Codedesign’s brand archetype definitions.
With all that, translating AI/R’s brand persona and concept into text, you get an inspiring, inviting, and action-driven tone of voice
In a combination of technology and humanity, we have the AI Revolution Company and we have AI/R.
The brand embraces the organic aspects of technology and humanity as ever-evolving organisms, and as much as its communication has rules, it’s also alive and fluid. Inciting freedom to be creative with it, while some things remain unnegotiable.
The brand embraces the organic aspects of technology and humanity as ever-evolving organisms, and as much as its communication has rules, it’s also alive and fluid. Inciting freedom to be creative with it, while some things remain unnegotiable.
Wordings we love:
Phrases we love:
Specific terms that describe who AI/R is, what it does, and why:
AI is more than a trend. It’s an enabler megatrend that’s redefining multiple scenarios and industries, from healthcare to education, retail, finance, supply chain, and more.
In addition to optimizing processes, AI is opening up new opportunities for enterprises to thrive, with more personalized services and engaging experiences.
Looking to implement AI? Talk to our specialists and discover where to start: aircompany.ai
In addition to optimizing processes, AI is opening up new opportunities for enterprises to thrive, with more personalized services and engaging experiences.
Looking to implement AI? Talk to our specialists and discover where to start: aircompany.ai
AI/R’s mission is to become essential for business innovation through AI.
We gather essential elements for a revolutionary ride: 6 powerhouse brands, proprietary AI platforms, leading partners, and a visionary AI-ready tech force.
Revolutionizing innovation today and worldwide.
We gather essential elements for a revolutionary ride: 6 powerhouse brands, proprietary AI platforms, leading partners, and a visionary AI-ready tech force.
Revolutionizing innovation today and worldwide.
