Naming
Brand Identity
UX/UI
Motion Graphics
Emotion AI
Decode
Brand identity for an AI driven consumer research platform
THE CONTEXT
Entropik was building something ambitious.
A tool that could turn everyday video conversations into powerful insights.
By combining facial coding, eye tracking, voice and brainwave analysis, the product aimed to be a single source of truth.
A place where every customer call, candidate interview, or team meeting becomes searchable, taggable, and insightful.
They reached out to us to help with naming, positioning, brand identity, and launch.
The goal: make the product clear, desirable, and scalable.
THE CHALLENGE
The product was doing a lot.
Transcriptions. Tagging. Sentiment detection. Task management. AI insights.
But, how do you communicate all of this without overwhelming the audience?
We needed a sharp, unifying story.
Early Name Explorations
THE BIG IDEA
We started by exploring multiple directions.
Names that leaned into collaboration, intelligence, and even signal detection.
Each route tried to answer the same question in a different way:
What’s the simplest way to express the value of making sense of messy conversations?
The answer was clear.
Decode.
Short, sharp, and intentional. The name felt like a product and a promise.
It captured what the tool actually did: make sense of complex conversations.
The brand line we built around it became the foundation
Your single source to decode conversations.
A simple phrase that turned a complex product, instantly understandable.
THE LOGO
The identity needed to mirror the product’s clarity and depth.
We designed a symbol using two mirrored Ds, subtly forming a video camera.
The resemblance isn’t instantly obvious: you have to decode it.
A quiet nod to what the brand is all about: revealing what’s beneath the surface.
THE VISUAL LANGUAGE
For the visual language, we needed something that felt just as clear and modern.
We chose a glass UI aesthetic.
Clean layers, subtle transparency, soft blurs to reflect what the product does at its core:
Reveal clarity from complexity.
Animated assets to explain product features
TEAM
Kamakshi Kamath
Priya Choudhary
Abhishek Shankhydhar
Outdo Inc
Arun Gopidas
