Designing for AI’s leading minds.
- Client
- Amii (Alberta Machine Intelligence Institute)
- Sector
- Institutions, Nonprofits & Public Sector
- Disciplines
- Digital Product, Story and Experience, Applied AI
- Website
- amii
.ca (opens in a new tab)
Introduction
Amii is one of Canada’s three national AI institutes.
Some of the most respected researchers in the field work there, including Turing Award winner Richard Sutton. Since our previous redesign, Amii has grown into a national organization. It now runs research, training, business adoption and startup programs, and it leads Canada’s national AI literacy initiative.
We’ve worked alongside Amii through that growth for most of a decade. The work has moved from their website to their flagship conference and their annual accounting to funders, and each time the stakes were higher. What makes it work is the relationship. Amii’s team knows what it stands for, and they trust us to give that a form people can find, use and remember.
amii.ca
A fresh expression of a brand that already had equity.
The new amii.ca runs on Storyblok and was built by our team working closely with Amii’s. Amii didn’t need a new brand. It needed one that could carry far more: more programs, more audiences and a large library of research and thinking. We built a full design system to do that, and gave Amii’s marketing team the tools to use it on their own.
A custom shader app makes the halftone, duotone and texture treatments. Amii’s team makes the graphics themselves and exports them as images and video. The site stays fast, and the same look carries into every campaign, deck and social post.
- 01
Graphic treatments
Brand assets and a shader app that extend Amii’s guidelines in a new direction.
- 02
Component library
Amii’s team builds new pages without breaking the system.
- 03
Four programs
A path through each, written for researchers, businesses, learners and founders.
- 04
Search
Across the extensive content library.
Upper Bound
A conference site that grows with the conference every year.
Upper Bound is Amii’s annual AI conference. In 2026 it drew more than 11,000 attendees, with 250+ speakers and 200+ sessions. We redesign and extend the site every year. In 2026 we connected the site to Amii’s attendee management systems and mapped the program content so people can find the sessions that matter to them.
11,000+
Attendees
250+
Speakers
200+
Sessions
Impact reporting
Showing funders where the work goes.
Each year we help Amii report its impact to the governments and partners who fund it. One report included a map of Upper Bound attendees from around the world. It shows how far an Edmonton conference now reaches.
Respecting how Amii works with AI
AI shows up in how we build, not in what visitors see.
Amii is careful about putting AI into its own products. Its audiences, many of them the people building AI, should feel like they’re dealing with people. We respect that.
Our 2026 additions were built agentically: the conference integrations, the attendee management connection, the content mapping and ongoing changes to amii.ca. That keeps the work fast without changing how it feels.
Where it stands
Amii’s biggest step yet is AI for All, the national AI literacy program launched with the federal government.
We designed and built its platforms. Upper Bound returns in May 2027.
Services
Digital Product
- UX and UI design
- Design system
- Storyblok development
- Custom shader app
- Custom search
- Event platform
- Attendee management integration
- Accessibility
- SEO
Story and Experience
- Brand extension
- Graphic treatments
- Data visualization
Applied AI
- Agentic development and integration
