MeKey
Protect your assets
Some projects just feel like they're meant to be, and this was a match made in heaven. We've always been unapologetically vocal about our stance on generative AI and its affects on the creative community, and society at large. So when MeKey came to Powerbomb and revealed the groundbreaking technology they were building to help artists and creatives protect and monetize their sacred intellectual property, we knew this was a special opportunity, and we knew there was no one better to help define the brands core identity. MeKey is about keeping keeping the algorithms out of art. They're tipping the power dynamic back into the hands of the creators, ensuring their work remains exactly that: theirs.
MeKey prevents AI startups from scraping your work, even giving users an in-depth look at where their work is already being used across the internet / within training data, and how. It also allows creators to monetize their work by licensing it to AI companies for training use, in a responsible and ethical manner, with the creator in control of their work.
With the rampant and unchecked scraping of intellectual property to build AI products and feed LLM's, MeKey knew something had to be done, especially in a time where creatives and artists alike feel so downright powerless.
As AI-startups and soulless products flood the market daily, we knew MeKey needed to feel highly differentiated from the slew of lazy tech tropes that all blend into one another, and fade out of memory.
Instead of relying on the robotic techno trends templated by the AI industry, MeKey was to carve out a league of its own, as a force of protection in an industry that lacks the regulation structure to safely and ethically innovate.
MeKey was to serve as a shepard to creators, but to AI scrapers, they'd be the last brand you want cracking your door knocker.
MeKey needed to walk the fine line of communicating cutting edge tech and engineering with human-first principles that empower people to use technology to their advantage. MeKey is empathetic but powerful. Soft but stern when it needs to be.
All strategy and messaging work was done by Former Colleagues, who we worked closely with to develop the MeKey brand experience.
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MeKey was brought to life as a new age relic of the past. Drenched in tension, the cornerstone of the visual identity system is a custom logotype that feels like an anvil dropping into the room. But somehow, you still feel like that anvil understands you - hell, you might even have a seat on it for a minute.
The standalone symbol is a multi-concept mark that resembles interlocking hands, linking, and protection - the key value proposition of the MeKey brand and product.
As we brought the rest of the system to life, we began to dream up a world that felt like an old Atari game in a 80's arcade, but with contradicting features that brought it into the modern sleek world of technology and engineering that it deserves to be in.
We use Roko by Nuform Type as exclamatory headings, featuring curls and quirks that ground the system in human spirit. Backed up by a color palette of vibrant saturated hues that have earthy and organic counterparts.
