Aithyra — Designing a European AI-revolution in biomedical sciences
Born of a joining of incredible minds, including that of Michael Bronstein, DeepMind Professor of AI at the University of Oxford, Aithyra is brilliant, brave and bold. Its mission is to revolutionise biomedical sciences by deploying AI with improved human health as its purpose. Aithyra will bring a strong, discernibly European, addition to a landscape typically dominated by US institutions.
Strategy
Studio Dumbar/DEPT® had the privilege of helping Aithyra to express its intention. We dug into Aithyra's subject of study through the strategic positioning process. We summarized the ambitions of Aithyra in the research and tech space in one sentence: changing the script for life.
Design
Our design exploration was guided by this positioning phrase. By merging computational and biological aesthetics, we created a visual language that became the poetic DNA of Aithyra. It communicates meaning without being literal. The so called “elementaries” operate as modular components that can transform, reveal information, and generate typographic forms. Motion behavior is informed by laboratory research, particularly the study of proteins and microscopic elements across multiple angles and magnification levels. The identity system is flexible and designed to evolve over time, reflecting Aithyra’s reality of exploring a still unknown future.
Results
The overall identity clearly expresses what Aithyra stands for. People intuitively understand the innovative and technological nature of the organisation and the change it will bring to life science. Versatility and constant innovation are reflected in Aithyra’s identity. The custom tool we developed enables Aithyra to play with the Elementaries and generate new design work far into the future.
