Springbok is a boutique machine learning and NLP research company, building chatbots and other tools that automate tasks and solve problems. It offered something larger competitors couldn’t: agility, speed and a lean approach. Its brand wasn’t showing that, or telling the story of its progress, its client list and the successes it had worked hard to achieve.
The team also wanted to avoid the usual AI buzzwords and lead with a strong ethical commitment, applying its work to companies doing good in the world. We saw a gap in the market for a machine learning brand that was different, authentic and stood for something more.
We started from Springbok’s existing logo and values and built a brand to show its credibility, technical expertise and responsible approach to machine learning. Data science can feel too serious, so we gave the brand personality and used storytelling to let its human side show, whether through its chatbot or an explainer video. The goal was for people to feel that Springbok genuinely cares about creating better experiences and helping businesses thrive.
The brand concept started with a chatbot branching diagram, layered with information sources and decisions, then simplified into a single graphic. Its top layer stands for Springbok’s core activity: analysing, interpreting, sorting and filtering complex conversational data. Overlaid line graphics hint at randomness and science and echo the look of a neural network, and the style lets the team create new graphics as the brand grows.
We paired it with an electric colour palette and soothing gradients, and refined the logo to keep its elegance while making it more harmonious and modern. A new frame gives the logo more presence, links it to mobile technology and doubles as a design element for imagery, quotes and highlights. Page layouts echo the frame’s shapes and angles, 3D artwork extends the story, and an approachable typeface balances curves with straight angles. The new brand launched alongside a new website.
Are you guys a different company? I don’t feel like you’re a different company, it feels like we’re chatting like a team.
Victoria Albrecht, Founder, Springbok AI
In March 2025, Springbok AI reached a major milestone with its acquisition by Cleary Gottlieb, one of the world's leading international law firms. Recognised for its award-winning AI expertise and innovative technology, Springbok was brought into the firm to accelerate the development of bespoke AI-powered solutions. The acquisition marked a significant success for the business, taking Springbok's technology, talent and vision to a global stage.
Outfly, a London brand, marketing and product agency, rebranded Springbok AI and designed its new website in 2021.
Springbok AI is a consultancy implementing scalable AI solutions for top law firms and legal teams, including chatbots and tools that automate tasks.
A chatbot branching diagram, simplified into a single graphic and overlaid with line work that echoes a neural network and the machine learning process.
It has won deals with Oura, Dentons and EY, been covered in TechCrunch and Business Insider, and raised a £3m seed round.
