The inspiration behind the “The story of the dot” creative direction comes from the Alida logo itself, specifically, the dot. A single dot symbolizes clarity, completion, and focus. It also reflects Alida’s mission: to be an all-in-one platform that brings everything together in one place, helping customer to gather real impactful insights and making critical decisions.

For Innovation Day, we’ve expanded on this idea by making the dot the central design element. In a sea of data and feedback, not every dot holds value, but Alida empowers brands to identify the ones that truly matter. This is where the two-tone dot design comes in.

The darker dots represent real users and real customers, the people whose insights drive action and innovation brings real impact. The lighter dots, in contrast, symbolize the background noise that often clutters the research space. By visually separating signal from noise, we show how Alida cuts through the clutter to deliver meaningful, human-centered insights.

This creative direction reinforces how Alida helps organizations spot the right dots, connect them, and act with confidence. Because when you listen to the right people, you don’t just collect data, you create impact.