Slimmer AI has been going through a strategic shift as a company, moving from services to a product company. As a partner in change, Momkai laid out the foundation for this new direction. In co-creation with Slimmer AI, Momkai captured the brand’s values in a set of clear founding principles. This process not only marked the start of a new brand, but also contributed to team building in a company getting ready to set out on a new course.

Slimmer AI believes technology isn’t the exclusive domain of the happy few who understand its complexity, but is meant for the happy many that can benefit from it. This calls for a visual language that shows how humans and tech connect, carving out a distinct positioning from largely tech-obsessed competitors.

Momkai created a visual identity with a human touch — one that literally connects data to people. We crafted an identity that puts people at the center, with the tagline ‘People Powered’ and an international name that shows the company’s Dutch roots, referring to smarter and leaner ways of working in both English and Dutch.

The new product architecture behind Slimmer AI was met with the same approach, including naming products with real words that hold actual meaning. A good example is ‘Sentinels’, the company’s first product to detect money laundering.