Sana London Campaign

Humanizing AI

Sana exists to augment human intelligence through artificial intelligence. They build products that help pioneering companies accomplish their missions faster through better learning and knowledge access. Stockholm Design Lab and Sana first crossed paths in 2021, creating a future-proofed brand identity for the Swedish-born scaleup. In spring 2023, we partnered on a London billboard takeover to launch Sana’s new AI workplace assistant and celebrate their international expansion.

The campaign needed to reflect the opportunity for AI to enhance human capabilities in the workplace. Today, the starting point is the text prompt. But how could we make that playful, emotive, and memorable?

Photos by Lars Brønseth

”SDL turned Sana’s advanced software into something simple and beautiful – something human. The solution exceeded all expectations”

Lauren Crichton
Director of Marketing at Sana

In addition to nuancing conversations around workplace AI, Sana wanted to challenge traditional billboard conventions and uphold its respect for design.

“London is awash with bad ads and corporate graffiti. We were determined to respect public space and produce creative work that added an interesting visual dimension to the city rather than causing distraction”

Victor Ginsburg Müller
Director of Design at Sana

The takeover ran across 200+ outdoor billboards in central London throughout June, during London Tech Week, and on social media.