CASE Study
Roots Automation
Roots Automation
Branding
Marketing Collateral
Roots Automation is an AI agent platform built for the insurance industry, transforming claims and underwriting processes through advanced automation and intelligent technology.
Industry
Agentic AI
Company Size
Startup to Series A, 100+ Employees
Project Deliverables
Discovery & Research + Strategy + Marketing Collateral
strategy
+ branding
The Challenge
Roots Automation approached us looking to expand their brand across multiple applications. While they already had a brand in place, conveying Agentic AI visually is challenging, and they wanted to represent their complex work in a clear and compelling way.
Goals and Objectives
- Avatar design representing 7 AI assistants
- Illustrate a library of scenarios to represent the AI platform
- Apply completed illustrations to web and marketing collateral
- Deliver the project on budget without compromising objectives
The Process
With budget as a key priority for the client, we began by creating a cohesive set of avatars, ensuring all characters felt like part of the same “family.” Each illustration was customized with their brand colours, integrated computer screens to convey the digital assistant concept, and enhanced with custom icons to highlight each assistant’s unique role. This approach allowed us to visually communicate both the functionality and personality of the AI agents.
Once the illustration style was established, we developed the various scenarios Roots requested. Thoughtful customizations ensured the visuals remained true to the brand while clearly representing their complex processes. Each illustration included modular elements that could be extracted and reused, providing versatility and consistency across multiple applications and giving Roots a flexible visual system for future growth.
Solutions
The intangible concept of an AI digital assistant was reimagined into a concrete avatar for each of Roots’ division of specialty. Each assistant was given a name (Roxanne the general assistant, Stuart the claims assistant etc.), giving clients a language to treat their new AI assistant like an employee.
The modular illustrations succeeded in communicating their intended message, while remaining flexible enough to also be used in different applications. The Roots visual language was significantly expanded and was easily applied to marketing collateral.
Over the course of three years, the illustrations and avatars were applied to internal and external material such as presentations, expo booths and whitepapers. The digital assistants became significant element of Roots Automation’s identity and served as a human touchpoint in a primarily digital company.
Results
- 20 illustrations to be utilized across several touchpoints
- Designed collateral such as presentation decks, white papers, social posts and tradeshow booths
- Illustrations and marketing collateral factored in Roots securing Series A and later Series B funding
