MeKey

Some projects just feel like they're meant to be. 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 their sacred intellectual property, we knew it was a special opportunity, and we knew there was no one better equipped to help define MeKey's 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 scompanies from scraping artists and creatives work, giving users an in-depth look at where their IP is already being used across the internet and within AI training data sets. MeKey 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.

As AI-startups and soulless products flood the market daily, it was immediately clear that MeKey needed to feel much different. They needed to stand out though the slew of lazy tech tropes that all blend into one another, and ultimately fade out of memory.

Instead of relying on the robotic tech-led trends templated by the AI industry, MeKey would break ground in a different way, as a force of protection in an industry that lacks the regulation structure to safely and ethically innovate. We wanted MeKey to communicate as an industry leader from the start, shepherding creators through these times of uncertainty. But in stark contrast, to LLM scrapers and non-consentual AI companies, they'd be the last brand you want cracking your door knocker.

MeKey needed to walk the fine visual and verbal line of cutting edge tech and engineering, but with human-first principles that empower people to use technology to take back what's theirs. MeKey is empathetic but powerful. Soft, but stern when they need to be.

All strategy and messaging work was done by Former Colleagues, who we worked closely with to develop the MeKey brand experience.

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.