A pledge needs
a face.
Three founders were launching The Human-First Responsible AI Pledge, a call for UK leaders to put people first when they adopt AI. We gave the campaign its identity and the marketing pieces to take it to events, inboxes and LinkedIn.
- WHO — The Human-First Responsible AI Pledge — founded by Mitali Deypurkaystha, Pascal Fintoni & Dr Yulia Dzenkovska
- WHAT — Logo & Identity, Brand Colours, Pledge Poster, E-Flyer, Double-Sided Flyer
- WHEN — 2025 – 2026
- WHERE — UK
- HOW — One identity built for a campaign launch, then carried through print and digital pieces
A New Campaign,
No Look Yet.
The pledge asks business leaders to adopt AI in a way that is ethical, human-centred and still commercially sound. It had three founders, ten commitments and a launch coming up. What it didn’t have was an identity. It needed to look credible to boardrooms, but warm enough to say “people first” and mean it.
- A name and a cause, but no visual identity
- Needed to work on screen and in print
- Assets ready in time for the launch
People and Tech,
Joined Up.
The mark is a cluster of rounded nodes linked together, shading from blue into pink. It reads as a network and as a group of people at the same time, which is the whole point of the pledge. The HUMAN FIRST wordmark sits beside it in a strong, squared display face, with the full pledge name underneath.
- Linked-node icon that works on its own
- Bold HUMAN FIRST wordmark with full strapline
- Built as vector artwork for every size
Ten Promises,
Five Letters.
The ten commitments could easily have been a wall of text. We grouped them under the letters of HUMAN: Human Centred, Uncompromising Safety, Measured & Fair, Accountable & Transparent, and Neighbourhood & Community. Each pair sits on its own soft colour panel, so you can scan the whole pledge in seconds.
- H-U-M-A-N structure for the ten commitments
- A soft colour tint for each section
- A5 print version and a tall digital version
Book the Panel,
Meet the Founders.
The founders also wanted to take the conversation on stage. So we designed an e-flyer for event organisers: who the three creators are, the panel topics they can cover, and how to get in touch. It’s sized to drop straight into an email or a LinkedIn post.
- Founder profiles with photos and one-line missions
- Suggested panel topics for events
- Clear contact details at the foot
One Card,
Both Sides Working.
For events we followed up with a double-sided flyer. The front introduces the pledge and the founders, with a QR code to the website. The back carries all ten commitments, so anyone who picks one up has the full pledge in their hand.
- Front: the pledge, the founders and a QR code
- Back: all ten commitments under H-U-M-A-N
- Same palette and type as the rest of the campaign
On the Site,
And Still Going.
The pledge’s own website, built by another team, uses the Human First logo in its header and shows our pledge poster. Northern is listed there among the campaign’s sponsors and supporters.
- Logo in the live website header
- Pledge poster shown on the home page
- Northern credited as a supporter
We worked with Dave on the launch of a new campaign ‘The Human-First Responsible AI Pledge’. Dave’s understanding of the brief and the importance of creating the right identity was impressive, and so was the execution! Thanks to his great work, we have the right identity and marketing assets, on time, on budget, and with a few extras that will make all the difference.
Human-First Responsible AI Pledge
An identity and launch kit for a campaign with a cause.
Launching something new?
Screenshots
& Photography
Logo, brand colours, pledge poster, e-flyer and flyers shown were designed by Northern Digital for The Human-First Responsible AI Pledge. The pledge website was built by another agency. Founder photos supplied by the client. Presented to demonstrate capability.
More from the Northern portfolio.
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