“Now Brands Talk”

Strategic Narrative, Category Design, Offering Structure, Messaging, Brand Identity

The Strategic Narrative

There’s no underestimating the power of experiences. They can win customers for life, or lose them forever.

But with the rising tide of customers approaching businesses each day, their CX can’t help but fail them right when it matters most. Because the moment customers actually try and talk to them - at that moment of interaction - the magical experience they envision completely falls apart. Brand interactions are broken, and they’re killing the customer experience. And as interactions skyrocket, experiences will only continue to suffer.

Ada is the brand interaction layer that connects businesses and their customers, enabling brands to be continuously available, completely consistent, and always helpful. So, no matter who customers interact with, whether it’s Susan, Dan, or advanced AI, the experience always feels the same -- like they're talking directly to the brand.

Category Design

Existing categories in Ada's market were focusing on the experiences the customer has. Here the move was to zero in on the moments of interaction with the brand itself. We did this to contrast the already existing 'brand communications' to serve as a parallel and to reframe the conversation.
Now Ada is pioneering Brand Interactions, and launched a podcast around the topic and called it "Now Brands Talk".

Brand Interaction

The Visual Narrative

The A is part of the main story, born from the original A symbol. The two vertical pillars of the letter A without the middle represent two separate parts, much like the user and the brand. While the horizontal element of the A — the Ada Bridge — connects them together and enables interactions.

Creative Work




Strategic Narrative, Category Design, Offering Structure, Messaging, Visual Identity