The new brand identity is based on 2 key insights. First, we discovered that “replicant’s” brand essence lies in conversational design, which combines science and art, humanity and technology, logic and emotion. Hence, the new visual language is all about the polars—warm and cold colors, sharp and rounded shapes, realistic and abstract photography styles. Second, in contrast to competitors that provide just a single aspect of contact center automation, “replicant” provides an entire ecosystem that works and learns on its own.