Challenge
Jingo’s interface, positioning and product behaviour were changing during the engagement. The assistant needed enough personality to feel recognisable, but enough flexibility to change with the product.
Approach
Rather than forcing one answer too early, I developed three successive character directions. Each was tested through three behavioural states tied to real moments in the interface.
Direction 01
Soft and reactive. A luminous form that stretches and changes with activity.
Direction 02
Graphic and direct. A flatter character derived from the earlier identity, using faster facial expression.
Direction 03
Material and personal. A compact 3D character with a stable face and an outer surface that can change without losing recognition.
Three directions, three states per direction, and the disciplines used to build them.
Creative directions
Three approaches developed as the product and positioning changed.Assistant states
Three UX-linked behavioural states explored inside each direction.Design disciplines
Consulting, art direction, identity, character design and 3D development.
Let’s talk about the work.
More of the identity process, character exploration and production decisions are available in a project walkthrough.
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