The Caddy team is building a text-based AI assistant, and needed an identity and story that could connect with a wider audience beyond early adopters. We saw a chance to surface what was most compelling about the company and the product: an intuitive, personal and fun way to use AI. We defined Caddy’s point of view around the idea that AI should make work feel lighter. This is a refreshing contrast to the incessant promises of transformation, unlimited knowledge, and maximum potential in the category. These are messages that can feel very heavy for those who just want a simple way in. Caddy offers a much lighter way to get the benefits of AI help – plus, you can customize Caddy however you like! From there, we developed the brand’s identity, and carried the brand’s core idea into the first product interactions.