Brand Guidelines
Web design & Build

Sami is an online insurance service for solo traders. The company had developed a conversational chatbot that could instantly create insurance quotes after a short conversation with the user.

The brief was to create "Sami" as a person, synonymous with the company's name - who was friendly and approachable.

I developed Sami into a literal but simplified 2-dimensional robot. Reminiscent of "Clippy, The Paperclip", but modernised, the user would interact with sami through the website to help the interaction feel more fun or natural.

The brand as a whole was developed around this idea of approachability, with a sense of humour or whimsy.