Client Success: JONES Helps AI Client Connect the Dots

One strength our team at JONES brings to every project and every client we work with is the willingness to learn something new.

That means developing a deep understanding of the complexities of a client’s business to meet our clients’ needs. When we created a website for FAIRLY, which provides controls to address governance, risk and compliance in the deployment of AI within enterprise businesses, the learning curve was steep, but fascinating.

It challenged our team to channel all of their creativity and insights into designing a website that represents a truly scientific and cerebral technology without reading like a textbook, incorporating visual cues that tie together all of what FAIRLY does in ways that make it simpler to understand.

Step-by-Step Co-Creation

Our initial projects for FAIRLY, which now include public relations and thought leadership development, were centered on the website and messaging, along with visual branding that would eventually be carried through the from the website to video animations for use in a number of channels.

For the website, however, the first step was building an overall site structure and basic page templates. In any website project, there is always a basic “chicken or the egg” scenario: which comes first — writing or design? Understanding that the tendency of many copywriters can lean toward being overly verbose, we worked together with FAIRLY to draft a template of the sections that needed to be covered in the website and devise word counts for their in-house writers to use as targets.

That then allowed JONES creative director Wendy Biernbaum to simultaneously begin the design process, working with those same word counts as the basis of her design. As with many of our projects, FAIRLY’s website was an opportunity for collaboration, as Biernbaum created Adobe XD files for the visual appearance of the site, which were then provided to the third-party website builder contracted with FAIRLY for the actual coding.

It was an example of our commitment to building websites (and other marketing solutions) in the ways that our clients want them built rather than forcing clients to conform to a preset procedure to suit us.

Visual Connections

A key part of the overall project was being able to guide FAIRLY to develop the company’s first visual branding platform. They had previously had only a wordmark as their logo and branding.

Biernbaum developed the visual brand concept, using different colored dots to represent the idea of the many AI and machine learning models that FAIRLY’s Smart Controls address, monitoring and adapting to potential risks that can occur when businesses apply AI models.

While the repeated dots in the imagery represent models, the rapidly-moving image on the company’s home page helps center the concept at the heart of their brand: Trust at the Speed of AI.

Incorporating movement and bits of animation throughout the website continues to capture visitor interest and reinforce the concept of how rapidly things move in the technology world.

Bringing It Together

The “dot” imagery developed for FAIRLY’s website lent itself naturally to the animation JONES created that provides visualization for what FAIRLY does, making the invisible technology tangible and understandable for use in customer presentations and other channels.

“To help explain the technology’s advanced functionality and the complex problems it solves for multiple stakeholders, we designed a set of visuals that FAIRLY’s team could share with prospective customers,” said Biernbaum. “Our team took multidimensional concepts and created graphics and animations that aid in clearly communicating the solution’s value.”

The understanding of the business and market our JONES team developed through the website and branding development process has been easily transferred to extending our services into
PR and thought leadership media outreach.

Successful media outreach efforts included, among others, getting FAIRLY executives in front of the readership of the Wall Street Journal, addressing the risks of a cyberwar on the banking sector.

Other notable thought leadership placements include addressing the impact of the war in Ukraine on machine learning models, AI fairness in banking and how to find and retain the best talent in the data industry.

In highly technical B2B fields, it pays to work with partners who are willing to dig in and truly learn your business so they can connect the dots in all of your marketing efforts. That understanding is essential to successfully presenting the right message to the right audience at the right time, whether through bylined articles, thought leadership resources, website content or customer presentations.

JONES is committed to being that kind of partner.

If you’d like to learn more about our experience working in complex fields, including financial technology, life sciences and enterprise software, check out our Client Success stories here. Or schedule a time to talk with founder Kristin Jones about how we can put that same ability to learn and apply what we learn to work for your brand.