Intellica — Trash Marketing

We relaunched Intellica with a new brand system, website and film around one idea: like its customers, Intellica sits at the intersection of humans and technology.

Charlie in the launch film, the hero objects, the type and the blue: the brand on one board.

Look in the comments under any brand post with an AI-generated image and you'll see what a dirty word "AI" has become for a lot of consumers. To them, AI means a brand cutting corners and cutting people out.

So Intellica needed to convince its audience that AI can help create more human experiences: by automating parts of the back end, you can actually talk to a real human when you need to, and build a better relationship between customer and brand.

Brand

GIFs in the homepage hero, among real customers, real orders and a real text thread.

The 404 is a text that didn't send, with a GIF for a reply.

Intellica in iMessage blue, the customer in iOS gray, the other guys' blast in SMS green, for stories only.

For the visual identity we leaned on internet culture, the most familiar place where humans and technology meet: GIFs, blue bubbles versus green, lowercase everything. The small things that make technology feel human.

Brand blue, software white and four paper accents, with Geist, Fraunces and IBM Plex Mono.

Whether fair or not, one of the telltale signs of spam texts for American consumers is the dreaded green message. For the vast majority of people, when you send your friends a text, you send a blue iMessage. And when you text back "STOP" to unsubscribe, the message is Android green. We wanted to leverage this in the brand, and chose an elevated, bolder blue as Intellica's primary color. The rest of the palette was built off the same contrast of humans and technology: a cool, software white as the background with softer, paper and pen inspired colors as accents.

We chose Geist as the primary font because it's the closest match to the font your iPhone uses for texts, so the whole site reads like your messages. We mix in Fraunces, a soft, slightly goofy serif, to add some life, and IBM Plex Mono for digital machines.

Inside the brand kit's repository: the four rules that catch most mistakes, and the map that tells an AI tool which files to load for each job.

The brand book is written for people and for AI. People can open and share it as a live page or in Figma, and anyone at Intellica can connect their agents to the repository behind it, so everyone can create on-brand assets.

Launch film

Intellica's launch film, led by its founder, Charlie Reverte.

To immediately draw the contrast and hook the viewer, we open with an AI-generated robot (inspired by I, Robot, iykyk) asking the audience if they like texting AI. Whether you're an e-commerce operator or just a guy scrolling, everyone can relate to the annoyance of getting bombarded with spam texts. We then have Charlie himself make the pitch for why Intellica is a better solution, and walk viewers through how the product actually works. Seeing is believing!

Website

The same iOS contact photos in two places: turning around the headline on the homepage, and circling Charlie in the launch film.

Intellica's big advantage over the competition is its people: while most brands' texts are blasts and bots, a real, US-based rep handles every customer reply. On the site and in the launch film, we played with the same intersection of humans and tech and put real photos of some of Intellica's reps in the iOS contact photo format, displaying the real humans behind Intellica in a friendly and familiar way.

Blooper reel

Outtakes from the launch shoot, cut into the blooper reel that plays in a window on Intellica's homepage.

We had so much fun shooting with Charlie that we made a whole separate video filled with outtakes. There were a few days where we were considering using it as the primary launch video, but it ended up just being a fun artifact from the shoot that communicates Intellica's core value prop in a very human way.

Behind the scenes