LawZero
Humanity before technology
Creating an identity and voice for a nonprofit setting AI guardrails.
Services
- Brand strategy and positioning
- Identity and brand expression
Brief
Launch a new nonprofit with a mission as urgent as it is ambitious: to address the potentially catastrophic risks posed by artificial intelligence by developing safeguards that ensure AI remains safe and high-performing. Founded by Yoshua Bengio, the world’s most cited AI researcher, LawZero needed a brand strategy and identity that could carry its mission onto the international stage while inspiring trust among scientific, ethical and civic communities.
Problem to Solve
Introduce LawZero in a fast-evolving, complex sector dominated by AI developers and often framed by commercial or governance agendas. The challenge was twofold: create a name that clearly differentiates the organization from AI creators while expressing its unique role and core purpose, and design a visual identity that embodies the tension between technological progress and human responsibility. All of this had to be conceived, designed and launched in just a few weeks.
Solution
Working closely with Yoshua Bengio and his team, we developed the name, brand platform, strategic positioning and complete visual identity for LawZero. The brand’s central design element, the circle, symbolizes humanity at the heart of the identity, surrounded by a protective bubble — a clear representation of what the organization seeks to preserve. The launch was supported by a website, a video featuring Yoshua Bengio and a series of public initiatives designed to engage scientific, ethical and civic communities. The strategy and creative platform resonated widely, with international media coverage including The Guardian, Le Monde and Nikkei Asia.
The strategy developed with BrandBourg allows us to express that fundamental tension between technological progress and human responsibility, and to embody our mission at every point of contact.
