Amivent
BRAND STRATEGY & IDENTITY DESIGN
Amivent Clinics are national affordable clinics bridging the gap between public and private healthcare
Amivent
BRAND STRATEGY & IDENTITY DESIGN
Amivent Clinics are national affordable clinics bridging the gap between public and private healthcare
Leveraging AI for Analysis & Narrative Visualization
Client: Royal HaskoningDHV / Atana
Project: Naming Development as part of Rebranding
Objective: Tonic was solely responsible for the development of the name 'Atana' (previously known as RoyalHaskoningDHV South Africa). The challenge was to create a new brand name and identity that balances Local Resonance (50%) with Global Accessibility (50%). The name needed to carry a deep narrative framework while passing stringent phonetic and availability checks.
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The AI-Augmented Workflow
Instead of simply brainstorming, a hybrid AI workflow was utilised to accelerate the discovery and visualization phase:
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A. Semantic Exploration (LLM-Assisted): Large Language Models (LLMs) were used to perform rapid semantic analysis across multiple African languages to find root words that embodied "connection" and "strategy."​​​
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The Result: Uncovered the Shona word 'zvakabatana' (meaning connected), which became the root word for Atana.​​​​
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Risk Mitigation: Used AI to cross-reference the name against global linguistic databases to ensure no negative connotations existed in major international markets.​​
​B. Narrative Visualization (Midjourney/Generative Art): To sell the "story" to the board, we moved beyond standard stock photography. Generative AI was used to create bespoke "mood visuals" that evoked the feeling of the potential names before any design work began.​
Example: For the concept "Okisa" (derived from the Lilac-breasted roller ), hyper-realistic imagery of the bird in flight was generated to symbolise "fearless agility".
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Example: For the concept "Taris" (Secretary bird), imagery of a "regal and resilient" sentinel was generated on the savannah to represent protection​​
C. Rapid Mockup Prototyping: Once the Atana concept (linked to the Adinkra symbol 'Akoma Ntoaso') was selected, I used AI tools to instantly generate environmental mockups (tote bags, patterns) to show how the "connected hearts" visual language could scale across merchandise.​​
The Strategic Outcome
By using AI for both linguistic due diligence and narrative visualization, we achieved:​
* This infographic was generated by AI in 12 seconds using our custom Tonic Branding brand parameneters Agent, set by us and promoted to produce on-brand visuals.