Designing simplicity for an
AI-driven commodities company

Chai main


ChAI is a fintech company that combines thousands of data points with AI to democratise commodities price forecasting in one easy-to-use platform. During the second half of 2023, they launched an insurance product to give companies that rely heavily on commodities peace of mind against price changes.

After gaining initial market traction and investment from leading VCs they approached us to help them build a new brand strategy and visual and verbal identity that would take them through their next stage of growth.

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Working closely with the ChAI team we ran a series of workshops to help us build the brand strategy, teasing out information, testing and refining until we settled on the brand idea of 'Simplicity – Transforming the complex & risky to the accessible & safe'. This then drove all messaging and creative development.

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With two offerings, the forecasting dashboard (insight) and the insurance product (protection) we built a brand marque that was made up of a sum of these parts, the inner shape was insight and surrounding it was the protection element, with a subtle nod to the 'C' in ChAI, this was paired with a custom wordmark that highlighted the AI element of the company.

The shapes that made up the marque then became a design system which was used with layered images that show both the origin of the commodities in its rawest form, and on top masked into the relevant brand shape, the commodity being processed, as it would be by ChAI's customers. The colour palette was created around the commodities they cover with one additional colour, ChAI orange, which is used as a primary brand colour representing the digital nature of the company. An elegant yet premium-type style added a level of maturity and prestige to the brand identity.

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ChAI needed a website that did a few things, explained its product offerings and benefits to new viewers, showcased its expertise via downloadable thought leadership, case studies and white papers, and gathered leads from potential new clients. The solution is a website that is simple to navigate, makes it easy to understand the products, gather more intel and to book a call with one of the experts to understand more about ChAI and get a demo. The site includes gated content, with details going into HubSpot CRM, a Craft CMS for full content control and the ability to create landing pages as needed for digital marketing campaigns.

Ch AI Desktop screens
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“Klutch's communication throughout the project was very clear and timely, always happy to jump on a call or make changes where necessary. We are very happy with the end result and would recommend Klutch to others looking for a rebrand.”
Marcus DixonFounder & CEO
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Services & Credits

A big thank you to Marcus, Tristan, Felix, Natasha and the whole ChAI team for allowing us to bring this to life.

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Brand Strategy
Logo Design
Visual Identity
Verbal Identity
Website Design and Build


Reckless Neue
Helvetica Now Pro
F37 Lineca
Craft CMS



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