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Boosting Direct Traffic By 22.4%
Deep 6 AI struggled with a cold, complex brand identity that failed to connect with healthcare leaders. A strategic rebrand focused on human-centric storytelling and visual distinctiveness increased direct traffic by 22.4% and boosted returning users by 27.91%.
About Deep 6 AI
Blacksmith’s comprehensive branding services made Deep 6 AI’s brand more distinct and engaging.
Deep 6 AI is a leader in the healthcare technology space, using artificial intelligence to accelerate patient recruitment for clinical trials. While their technology is cutting-edge, their previous brand identity felt cold and overly technical. They needed a brand that communicated not just the power of their algorithms, but the human impact of their work: saving lives by speeding up medical research.
Services Delivered
To help our clients stand out and build authentic connections with their audience, we provide end-to-end branding solutions.
Brand Strategy
Before you can have a great look, you need a great story. We work with you to answer the big questions: Who are you, what makes you special, and how do you communicate it in a way that truly connects with your customers?
Creative Branding
This is where your brand comes to life visually. Our creative team will create a complete visual system. This includes everything from your logo and color palette to the style of your photos, creating a professional, cohesive, and memorable look.
UI/UX Design
We translate your new brand identity into a seamless digital experience. We ensure your brand story, message, and visuals are integrated into every part of your site. Our team also works to guarantee that users have a smooth, engaging, and intuitive experience that consistently reflects your core brand values.
The Challenge
A Visual Identity Lacking Human Connection
The heavy reliance on a monochromatic teal and white color palette, combined with generic imagery of people in lab coats, created a sterile atmosphere. This pain point made the brand feel like a cold utility rather than a compassionate partner in life-saving research, creating an emotional distance between the website and the clinicians who use it.
Aggressive and Impersonal Typography
The use of tall, condensed, all-caps typography for headlines made the typography feel industrial, aggressive, and dated. This resulted in a brand outlook lacking the sophistication, warmth, and empathy required when dealing with sensitive clinical trial recruitment.
Generic Imagery
The website relied on generic stock photography that failed to tell a unique brand story. The images of doctors looking at tablets or microscopes were interchangeable with any hospital website. This problem meant Deep 6 AI wasn’t visually communicating its unique value, resulting in a generic brand presence that failed to signal innovation or market leadership.
The Solution
A Human-Centric Visual Identity
We implemented a warm, modern color palette and art-directed photography that featured real clinicians, researchers, and patients. This strategy humanized the AI, visually reinforcing the message that Deep 6 AI is a partner in patient care rather than a software vendor.
Simplified Brand Messaging and Storytelling
We shifted the brand story to focus on outcomes. Our team also deployed a clear visual hierarchy with bold headlines and concise copy, making the value proposition instantly understandable for any audience.
Unified Design System for Brand Consistency
We developed a comprehensive brand guideline and design system to ensure coherence across all channels. This included standardized typography, iconography, and UI elements. This solution ensured the brand experience was seamless, regardless of how the user interacted with the brand.
The Results
Delivering Measurable Impact
Our interventions yielded significant results for the brand.
27.91%
Increase in Returning Users
22.37%
Increase in New Users From Direct Traffic
16.85%
Increase in Branded Search Volume
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