A new narrative around artificial intelligence

  • Case Fostering trust in a technology startup
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  • Client Narrativa
  • Industry Media & Entertainment
  • Capabilities UX Design
    Brand Design
    Design Research

How can artificial intelligence help journalists during times of crisis? Narrativa, a startup that uses machine learning to generate neutral, naturalistic language, saw that its technology could alleviate the burden on journalists during Spain’s COVID-19 lockdown. Together we helped them communicate how they can support news reporting during a national emergency.


Before defining a visual identity for their COVID-19 data-tracking website, we needed to understand how to reach Narrativa’s audience. Through user interviews with journalists and readers, we discovered that people don’t entirely trust news created by artificial intelligence – and journalists perceive this technology as a threat to their livelihoods. In addition, we learned that the website navigation did not fit user needs.


In a seven-day sprint, we created a visual identity and content strategy. Our choice of font and colors in their COVID-19 site aims for a 'machine-like' look that fits standard ideas of artificial intelligence, to convey that the text is machine-generated. The site also features improved navigation based on user feedback. The brand book and narrative guidelines address the main obstacles to adoption, which are communicating Narrativa’s value proposition and generating trust in invisible technology.

The research-based insights and design will bring tangible value, and it will guide our business strategy in the future. The passion for your work was infectious and passed on to us. David Llorente, CEO and Founder, Narrativa

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