---
title: "Case Study: Forethought"
date: 2023-08-29T16:10:00-05:00
author: Jenn Levreault
canonical_url: "https://dev.breakout.studio/work/case-study-forethought"
section: Case Studies
---
# Case Study: Forethought

 [Technology](https://dev.breakout.studio/work?industry=technology#projects) 

Forethought, a leading provider of generative AI customer support services, needed a rebrand to modernize their look, feel, and sound. We helped them live up to the powerful capabilities of their AI platform.

 

 

- Brand Strategy
- Web Design
- Writing
- Visual Identity
 
 

 

   

 

 

 

 We brought the brand to life with a bold color palette and assertive, direct tone of voice that clearly highlights the company’s differentiators. Our team crafted a visual language in which each Forethought product is identifiable through its own color scheme, animation, and icon, and the site architecture guides users through their journey with playful, light-weight animations for a beautiful, responsive experience — just like interacting with the Forethought CX platform itself.

The Forethought ​“F” is inspired by the Penrose staircase. This logomark conveys themes of innovation and reliability through the gradient and the continuous bold stroke. Photography and illustration combine to highlight the intersection of people and technology and celebrate the approachable personality of a company with technology at its core.

[Visit the Forethought site](https://forethought.ai/)  
[2022 GDUSA Digital Design Showcase](https://gdusa.com/2022-digital-design-awards-winner?rns=0%7C431%7C4)

 

 ![Forethought logo 1](data:image/svg+xml;charset=utf-8,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%272400%27%20height%3D%271800%27%20style%3D%27background%3Atransparent%27%2F%3E) 

 

 

 

 ##  Identity 

 

  ![Forethoguht logo 2](data:image/svg+xml;charset=utf-8,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%272400%27%20height%3D%27891%27%20style%3D%27background%3Atransparent%27%2F%3E) 

 

 

   

 

 

 ![Forethought gradient](data:image/svg+xml;charset=utf-8,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%273284%27%20height%3D%272477%27%20style%3D%27background%3Atransparent%27%2F%3E) 

  ![Forethought colors](data:image/svg+xml;charset=utf-8,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%272400%27%20height%3D%271820%27%20style%3D%27background%3Atransparent%27%2F%3E) 

 

 ![Forethought color palette](data:image/svg+xml;charset=utf-8,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%272400%27%20height%3D%271800%27%20style%3D%27background%3Atransparent%27%2F%3E%20lazypreload) 

 

 

 

  ![Forethought mobile](data:image/svg+xml;charset=utf-8,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271025%27%20height%3D%271809%27%20style%3D%27background%3Atransparent%27%2F%3E) 

 

 ![Forethought Photo](data:image/svg+xml;charset=utf-8,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271400%27%20height%3D%271400%27%20style%3D%27background%3Atransparent%27%2F%3E) 

 

 

 

  ![Forethought Icons](data:image/svg+xml;charset=utf-8,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271110%27%20height%3D%27200%27%20style%3D%27background%3Atransparent%27%2F%3E%20lazypreload) 

 

 

 ##  Website 

 

   

 

 

 

 ##  Sales Presentation Deck 

 

  ![Forethought deck 1](data:image/svg+xml;charset=utf-8,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%272400%27%20height%3D%271349%27%20style%3D%27background%3Atransparent%27%2F%3E) 

 

 ![Forethought deck 2](data:image/svg+xml;charset=utf-8,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%272400%27%20height%3D%271357%27%20style%3D%27background%3Atransparent%27%2F%3E) 

 

 

 

 Think outside the bot

 

 

  ![Forethought deck 3](data:image/svg+xml;charset=utf-8,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%272400%27%20height%3D%271351%27%20style%3D%27background%3Atransparent%27%2F%3E) 

 

 ![Forethought deck 4](data:image/svg+xml;charset=utf-8,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%272400%27%20height%3D%271354%27%20style%3D%27background%3Atransparent%27%2F%3E) 

 

 

 

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