Responsible AI Future Foundation
Building a brand that advocates for balance
Many thought leaders proclaim AI must be a tool for global empowerment, not a driver of widening inequality. But few actually have the tools and expertise to do anything about it.
Founded as a non-profit partnership between G42 and Microsoft, the Responsible AI Future Foundation (RAIFF) exists to achieve this goal.
RAIFF helps governments in the global south build sovereign AI systems that reflect their own cultures, laws and priorities so their populations can reap the benefits and their businesses can compete fairly.
But in a landscape dominated by powerful global institutions, research bodies and technology giants, RAIFF risked being mistaken for just another think tank. Its founders understood the importance of building a brand that would appeal directly to their audience. One that would clearly articulate the foundation’s practical impact, its unique proposition and the transformative promise of sovereign AI.
They turned to us for help defining the brand narrative, visual identity and launch presence ahead of RAIFF’s global debut at the Abu Dhabi Global AI Summit.
Diversity of experience
The goal was clear: to inspire governments and corporate partners to see RAIFF as a catalyst for deploying equitable, representative AI systems.
Our starting point was RAIFF’s founding belief that AI should reflect the full diversity of human experience. That people have a right to intelligence systems built on their own data, in their own languages, aligned with their own institutions. And that representation is essential not only for fairness, but for better, more relevant innovation.
Through interviews, collaborative workshops and market analysis, we uncovered a powerful strategic truth: RAIFF is liberating AI from the narrow worldview of dominant western sources. It is empowering governments to build systems that truly “speak their language” – technically, culturally and politically.
With this in mind, the brand’s purpose is both a bold ambition and a clear-cut challenge to the status quo.
AI is what we make it
We built a strategic messaging framework anchored in a single, compelling idea: AI is what we make it. This captures RAIFF’s democratic instinct, its belief in sovereignty and its commitment to practical outcomes.
The resulting verbal identity is simple, warm and direct; always rooted in human benefit. It invites action and emphasises empowerment. And it positions RAIFF as a partner that accelerates real-world deployment, not a passive observer of AI developments.
Visual intelligence
We designed the visual identity to forefront responsible, human-centred intelligence, mirroring RAIFF’s mission. Every element, from the logo to the colours and typeface, expresses the intersection of humanity, ethical governance, intelligent systems and decisions made with care.
We created a symbol that anchors the wider design system. It represents four stages of progress, from core idea to ethical delivery, via human insight and machine intelligence.
We built an icon system to represent each sector RAIFF works with, providing unity across a diverse set of priorities rooted in a singular philosophy. The colour palette expresses energy, clarity and humanity, bringing warmth to the cold corporate technology designscape.
Launching with impact
The brand came together across a suite of launch assets designed for global impact – in time for the Global AI Summit. We built a website that functions as the brand’s primary touchpoint in both English and Arabic text. It expresses RAIFF’s purpose, showcases its sovereign AI toolkits and playbooks, and invites governments and partners into meaningful collaboration. And, of course, it spotlights RAIFF’s beautiful new brand.
Brand guidelines, templates, business cards and email signatures followed. Designed with warmth and simplicity, all of these bring together the brand narrative and visual identity, signalling that RAIFF is not just another institution in the AI space, but a powerful enabler of equality, agency and progress.
Baroness Joanna Shields, Executive Chair, says:
“The Frameworks really nailed the brief. Our new brand is dynamic and human; it perfectly brings to life the spirit of the organisation and our vision to be leaders in responsible AI. It looks beautiful and I absolutely love it.”
Ian Dykes, Digital Designer, says:
“RAIFF was a uniquely challenging project. Building a website that worked seamlessly in both English and Arabic meant navigating the UX and build complexities of left-to-right and right-to-left design. I’m really proud of how the team came together to deliver a high-quality, intuitive solution within such a short timeframe.”