Savo

Savo was founded in 2026 by a team of AI and data science veterans from Workday and SAP who saw a glaring gap between what employees know and what corporate systems show. They identified the core problem: Typical approaches to unleashing insights within corporations that rely on static surveys or individual interviews, by design, flatten rich human experience into  scores or charts and are slow and expensive to run at any meaningful scale.

Their vision was bold: build an AI platform that could hold a real conversation with thousands of people, and deliver real-time intelligence that a business could actually act on.

Savo’s flagship innovation was the Signal Session—a first-of-its-kind AI-facilitated conversation that provides an agentic AI interface that can conduct an adaptive interview with any employee, customer, or stakeholder, then evaluate and organize what they think into decision-grade intelligence, at a fraction of the cost of a human-led interview.

Groundbreaking tech was only half the battle. Savo faced the uphill task of explaining the process and most importantly the benefits of what the technology is capable of. They reached out to WANT with a mission critical ask: What’s our story? And how can we craft a brand that tells it in a way that powerfully cuts through the noise?

Our project with Savo was designed to do exactly that: build a clear, compelling brand narrative, name the category their technology created, and establish a positioning platform that showcases both their scientific rigor and their promise to finally make people feel heard.

We began with an in-depth discovery program with executives, customers, and prospects to understand the business and brand context. In parallel, we conducted a brand audit of legacy research tools—surveys, focus groups, and consulting firms—along with disruptive analog brands to identify where Savo could stake new territory. We also studied examples of category creation in adjacent software markets to inform a naming and positioning strategy for Savo’s platform.

Our first step was delivering the category name that is short, punchy, appropriate and ownable. Our positioning arrived at the summary idea:  Human Intelligence Platform, a new category that separates Savo from both “survey software” and “AI note-taker,” and stakes a claim to a market no one else has yet named.

Next, we created the brand positioning and tagline: “Stop Guessing. Start Knowing.” The tagline positions Savo as the definitive source of truth about what people think, feel, and know—directly articulating their core value proposition of replacing guesswork with evidence, at scale.

To match the ambition of the platform and its new positioning, we refreshed Savo’s identity system, building a modern, human-forward visual language that balances scientific credibility with warmth. The updated mark sharpened the brand’s presence with a cleaner, more confident wordmark, while the expanded identity system introduced a dynamic palette, typography, and design framework that scales seamlessly across a growing product suite and enterprise sales motion.