Inception
Unlocking invention through authenticity
Business leaders are under pressure to reinvent in order to survive. Increasingly, this means getting to grips with AI.
But for many businesses, the promise of AI remains abstract. Shrouded in hype, muddled by complexity and diluted by generic solutions that accelerate existing processes rather than fundamentally improving them.
Part of the G42 portfolio, Inception is an AI-native business that builds original AI models, native language systems and domain-specific intelligence. The organisation has evolved from its research and development beginnings into a provider of commercial AI solutions. Now, it faced a new challenge: clearly articulating its value to enterprise leaders in a crowded and confusing AI market.
Inception needed a fresh brand identity that would translate its deep technical credibility into a compelling commercial proposition. That would resonate with progressive governments and enterprises across the Global South, and position it as a partner for meaningful change.
From research to real-world impact
Our challenge was clear: to establish Inception as the first-choice AI partner for enterprises with complex, sensitive data. For organisations that want to use AI not just to optimise, but to rethink how they operate.
Through stakeholder interviews, collaborative workshops and competitive analysis, we uncovered a defining truth. Inception doesn’t build AI for its own sake. It applies intelligence with intent, focusing on the problems AI is uniquely suited to solve.
This insight reframed Inception’s role as an AI-native innovator helping enterprises move from ambition to invention.
Authentic intelligence
We landed on a single, unifying concept with which to anchor the brand: authentic intelligence.
This idea builds directly on Inception’s R&D heritage, positioning the company as an authentic voice in an increasingly noisy AI landscape. It shifts the focus away from technology alone, towards the intelligent application of AI – where human intuition, creative thinking and deep domain understanding work alongside original models to deliver progress.
Authentic intelligence establishes trust, signals originality and reinforces Inception’s role as a partner that helps enterprises do things first, not just faster. The resulting brand voice is honest, knowledgeable and warm.
From intelligence to invention
We developed a clear and energising messaging system, designed to simplify complexity and speak directly to senior decision-makers.
The tagline, “Let’s turn intelligence into invention”, captures Inception’s intelligence journey from idea to impactful reinvention, a process that defines how the company works with its partners.
Visual intelligence
We designed a graphic representation of that journey from idea to intelligence to invention. Inspired by layers of machine and human intelligence, the identity features swathes of colour, effects and typographic details that express depth, transparency and authenticity.
The brand colours are informed by Inception’s UAE origins; the palette reflects the harmony of innovation and ideas, technology and people. The typography is modern and forward-thinking, technical and detailed, with a distinct human character. Crucially, it seamlessly caters for Arabic and Latin alphabets.
Photographic treatments and typographic details add richness and clarity, while the overall aesthetic balances technical sophistication with warmth and accessibility. The result is a visual language that reflects how Inception works: intelligent, focused and human.
Positioned for progress
The new brand positions Inception as an AI partner for original minds: enterprises and governments ready to move beyond experimentation and deliver meaningful change.
No longer defined solely by research, Inception now clearly communicates how its intelligence becomes invention, fulfilling the promise of AI by tackling the problems that truly matter.
Ji-Eun Park, Senior Director of Marketing, says:
“The brand The Frameworks created for Inception is a clear and beautiful articulation of our new positioning.”
Sophie Meadows, Creative Strategist, said:
“It was a pleasure to work with such an ambitious, passionate client on the cusp of launching their new proposition to the world.”