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Designing for the World’s Leading LLM’s

2023
Founder
Industry
Artificial Inteligence, RLHF, NLP, LLM's
Work
Branding, Website Design, Product Design, Design System
Surge AI
Introduction

Surge AI has built the next-gen labeling infrastructure. With it, best AI and technology companies in the world double their machine learning performance in half the time. We’ve been involved since a pretty early stage collaborating closely as an integrated part of their team.

There's a big difference between James Bond being the bomb at the box office, and a bomb. That's why machines need human intelligence to train them. From detecting sarcasm in hate speech to understanding medical terminology in hospital transcripts.

For example, Delta means different things depending on who and when you asked. Language is nuanced, fluid and contextual. It’s in perpetual motion. And companies need great data to create their AI models.

Normally when companies set out to collect this data, they turn to offshore workforces using translation tools. But cultural nuances, context or irony can’t simply be translated.

Surge AI has built the next-gen labeling infrastructure. With it, best AI and technology companies in the world double their machine learning performance in half the time.

We’ve been involved since a pretty early stage collaborating closely as an integrated part of their team. We took ownership of the entire design spectrum, all the way from creating their very first visual identity to designing the software. We continue working closely with them.

Keep on Surgin’

Surge AI
Designing for the World’s Leading LLM’s

There's a big difference between James Bond being the bomb at the box office, and a bomb. That's why machines need human intelligence to train them. From detecting sarcasm in hate speech to understanding medical terminology in hospital transcripts.

For example, Delta means different things depending on who and when you asked. Language is nuanced, fluid and contextual. It’s in perpetual motion. And companies need great data to create their AI models.

Normally when companies set out to collect this data, they turn to offshore workforces using translation tools. But cultural nuances, context or irony can’t simply be translated.

Surge AI has built the next-gen labeling infrastructure. With it, best AI and technology companies in the world double their machine learning performance in half the time.

We’ve been involved since a pretty early stage collaborating closely as an integrated part of their team. We took ownership of the entire design spectrum, all the way from creating their very first visual identity to designing the software. We continue working closely with them.

Keep on Surgin’

Info
Company
Surge AI
Year
2023
Industry
Artificial Inteligence, RLHF, NLP, LLM's
Works
Branding, Website Design, Product Design, Design System
Branding

The Tesla to the Ford.

We wanted to appeal to the curious engineer that wants to try shiny new things and cool things. If there was one thing we wanted to avoid was a cold, corporate, generic look.

In an industry with no attention to branding, we wanted to stick out.

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First step was branding. We started from scratch. Here you see early symbol explorations, we were looking for something that was simple and easy to recognize.
Explorations, explorations, explorations.
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The final logo presented in a grid system, showing construction guidelines and spacing.
Among a plethora of boring competitors, we wanted a color scheme that proudly stood out.
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Showcase of the logo on different backgrounds.
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Bold companies deserve bold patterns.
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We also made our own emojis! The team's slack is filled with them and we kind of love it.
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Web Design

Now the website.

We designed our identity around being weirdly different but we created ourselves a problem.

Our marketing site had to match that crazy identity we came up with. Generally, the deeper you go down into the design rabbit hole, the more you have to tone down some of the fun ideas that came up during the exploration process.

However, we managed to prove ourselves wrong and found a good balance between usability, marketing and brand aspirations

Visually targeted.
Our lovely blog for that lovely SEO.

Product Design

Enterprise design can delight.

The brand identity and website turned out how we wanted: flashy, different and exciting. But designing for product takes a different, more sober approach. It's always a fine line between staying true to our newly-found design values and providing an experience where users can successfully and smoothly complete their goals.

We tried to find areas to delight users through cool empty states while sticking to common navigation patterns as to make it seem as it's an experience that is familiar to users.

We tried to make what is standard and boring, just a little bit nicer through copy writing. You can delight users without fancy and expensive graphics.
The interface needed to run your own data labeling projects.
A results page that lives both inside the product, but is also a window to be shared around by different stake holders in the company.
Delightful details wherever we can fit them. Software doesn't have to be boring.

Design System

Crafting Surge AI's Distinctive Design System

We crafted a bespoke design system that seamlessly aligns with their cutting-edge expertise in collecting data for training large language models. This journey involved translating Surge AI's unique identity into a comprehensive visual language, ensuring a consistent and impactful brand representation across diverse applications and platforms.

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Client
Edwin Chen
Founder and CEO
Testimonials

As a startup that moves quickly and often, they have been able to roll with the punches at a high standard. Whether for our marketing or product design needs, they are the design partner I wouldn't want to change.

We also made our own emojis! The team's slack is filled with them and we kind of love it.
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