Making AI Feel a Little More Human
Brand Strategy · Naming · Brand Identity · Messaging · Website Design
AskAiva began with an idea: use artificial intelligence to make employee benefits easier to understand and easier for HR teams to manage. The technology was modern. The challenge was making it feel approachable.
Market Creativity worked with the team behind AskAiva to develop the brand from the ground up—including the name, visual identity, messaging, and website experience. Rather than leaning into the futuristic aesthetic commonly associated with AI, we went in an entirely different direction.
We looked backward.
The technology was futuristic, so we intentionally made the brand feel familiar.
The Challenge
Employee benefits can already feel complicated. Adding AI to the conversation had the potential to make the experience feel even more technical or intimidating.
The brand needed to communicate innovation without feeling cold, overly corporate, or like another faceless technology platform.
It also needed to speak to two audiences at once: HR professionals looking for a more efficient way to support employees, and the employees who would actually interact with the platform.
The Idea: Meet Aiva
The name AskAiva immediately turns the technology into an action: when an employee has a question about their benefits, they simply ask Aiva.
From there, Aiva became more than a product name. She became the face of the brand.
We developed Aiva as a friendly, recognizable persona inspired by mid-century advertising and illustration. The 1950s aesthetic intentionally contrasts with the technology behind the platform, giving a cutting-edge AI product a visual language that feels familiar, warm, and surprisingly human.
Instead of presenting employees with an anonymous chatbot, AskAiva introduces them to someone.
Have a question? Ask Aiva.
Bringing AskAiva Online
The website brought the complete brand together. We paired the bold retro identity with a clean, straightforward site structure that quickly communicates the platform's benefits while giving Aiva plenty of room to become part of the experience.
Product information, key benefits, company messaging, calls to action, and Aiva herself work together to move visitors from What is this? to I understand how this could help us.
The website also demonstrates the AskAiva platform itself, connecting the playful brand identity with the very real technology behind it.
We didn't just give an AI platform a logo. We gave the technology a personality people could ask for by name.
