---
title: Smart Eye
url: https://milk.se/case/smart-eye/
type: case
updated: 2026-02-10
---

# Smart Eye

> Milk worked with Smart Eye, a global leader in automotive AI, on brand strategy, creative concept, visual identity, website and activations, including the "Human Insight AI" positioning. The work aims to support the company's mission of making future journeys safer and more sustainable.

## Key facts

- Client: Smart Eye
- Website: [smarteye.ai](https://www.smarteye.ai/)
- Delivery: Concept & campaign, Digital, Film, Graphic Identity, Strategy
- Smart Eye was founded in 1999.
- The collaboration started ahead of the company's IPO in 2016.
- Result of the brand work: a brand book, a communicative strategy, a new visual identity and the term "Human Insight AI".
- Smart Eye is a recurring exhibitor at CES Las Vegas.
- Smart Eye's solutions are embedded in millions of cars on the road and in hundreds of upcoming models from 23 of the world's largest car brands.
- Smart Eye's research instruments are used by NASA, Harvard and hundreds of research sites and universities worldwide.
- Headquarters: Gothenburg, with offices in Asia, Africa and the US.
- The company is listed on Nasdaq First North.

## Details

### The future runs on Human Insight AI

As the global leader in automotive AI, Smart Eye's mission is to make future journeys safer and more sustainable. Milk delivered brand strategy, creative concept and activations for a global audience.

### About Smart Eye

Smart Eye develops technology that understands, supports and predicts human behavior in complex environments. The goal is to bridge the gap between man and machine, for a safer and more sustainable future. The main focus is the automotive industry, but the solutions are also widely used in aviation, research, medicine and media.

### Brand strategy

The collaboration started ahead of the company's IPO in 2016. Together, Milk and Smart Eye defined the brand's vision, values and voice through a series of workshops and deep dives. The work resulted in a brand book, a communicative strategy, a new visual identity and a freshly coined term that sums up the company's offer: Human Insight AI.

### Visual identity

The visual identity is inspired by Smart Eye's vision of bridging the gap between humanity and technology. Clean lines and precise shapes bring to mind scientific accuracy, while organic imagery and everyday situations convey the human aspect. Distinct typography helps brand statements, messages and headlines stand out in all sizes and channels.

### CES Las Vegas

To reach the automotive world, Smart Eye is a recurring exhibitor at CES Las Vegas, the world's largest tech event. Milk's responsibilities include:

- Communicative theme and messaging
- Visual concept
- Animated films
- Booth design that highlights and connects the interior's interactive demo stations and meeting rooms

The booth showcases how cutting-edge technology elevates the mobility experience for drivers and passengers today, and enables autonomous driving tomorrow.

### Website

The website has two main objectives:

- To provide a deeper understanding of how Smart Eye's technology can be applied in different fields for a better tomorrow.
- To promote repeat visits from a wide range of target groups, such as OEMs, product owners, researchers, educators, investors and the media.

The site was launched after a series of collaborative workshops, after which Milk delivered UX, design, content, analytics and KPIs.

### Today

Smart Eye's solutions are embedded in millions of cars on the road and in hundreds of upcoming models from 23 of the world's largest car brands. Its research instruments are used by NASA, Harvard and hundreds of research sites and universities around the world. The company is headquartered in Gothenburg, has offices in Asia, Africa and the US, and is listed on Nasdaq First North.