There's a big difference between James Bond being the bomb at the box office, and a bomb. That's why machines need human intelligence to train them. From detecting sarcasm in hate speech to understanding medical terminology in hospital transcripts.
For example, Delta means different things depending on who and when you asked. Language is nuanced, fluid and contextual. It’s in perpetual motion. And companies need great data to create their AI models.
Normally when companies set out to collect this data, they turn to offshore workforces using translation tools. But cultural nuances, context or irony can’t simply be translated.
Surge AI has built the next-gen labeling infrastructure. With it, best AI and technology companies in the world double their machine learning performance in half the time.
We’ve been involved since a pretty early stage collaborating closely as an integrated part of their team. We took ownership of the entire design spectrum, all the way from creating their very first visual identity to designing the software. We continue working closely with them.
Keep on Surgin’
We wanted to appeal to the curious engineer that wants to try shiny new things and cool things. If there was one thing we wanted to avoid was a cold, corporate, generic look.
In an industry with little branding risk, we wanted to stand out.
We came up with the idea of aligning "text labels" to make up the S of Surge AI.
Since we designed our identity around being weirdly different, we created ourselves a little problem that we had to deliver on.
Our marketing website had to match that crazy identity we came up with. Generally, the deeper you go down into the companies needs, the more you have to tone down some of the fun ideas that came up during the exploration process. But we managed to prove ourselves wrong and found a good balance between usability, marketing and design needs.
Animations to go from good to great
The brand identity and website turned out how we wanted: flashy, different and exciting. But designing for product takes a different, more sober approach. It's always a fine line between staying true to our newly-found design values and providing an experience where users can successfully and smoothly complete their goals.
We tried to find areas to delight users through cool empty states while sticking to common navigation patterns as to make it seem as it's an experience that is familar to users.
We've worked with LIFT Agency from the very beginning. They took ownership of our entire design spectrum and have been an invaluable partner that works elbow-to-elbow with us. As a startup that moves quickly and often, they have been able to roll with the punches at a high standard. Whether for our marketing or product design needs, they are the design partner I wouldn't want to change.