Before tools like LLMs became mainstream, we set out to make machine learning more approachable through a pragmatic, hands-on lens. As part of our work leading up to FieldDay, we focused on “classic” machine learning and the idea that anyone should be able to teach models through data, even if that concept still carried a learning curve at the time. To support this, we embedded education directly into our brand. Led by Nelson Schöller, we created a series of visualizations and a short film that translated core ML concepts into clear, intuitive visuals. These assets became a central part of our website and internal materials, helping shift the narrative around AI away from abstract, overused imagery toward something more grounded and understandable.
Visualising AI
A series of visualizations depicting the core concepts of machine learning. In 2019, when we first set out to build a company around the idea of making AI approachable to everyone, we knew that AI literacy was a crucial piece of progressing towards that vision. It was then, while we building the first iteration of what would become FieldDay that we started building our brand not only to communicate what our company was about, but as an educational tool to help people grasp some of the core concepts involved in building AI systems.
