Psona
An AI based coaching app, with a mission to empower people to unlock their potential. Psona is a 24/7 coaching service that offers AI and human coaches covering all aspects of life including personal, relationships and career.
The Challenge
As a brand-new start-up, Psona needed an exciting and innovative brand identity to launch their service. The brand needed to celebrate their cutting-edge AI technology, while maintaining a human and approachable feel. A balance had to be struck between showcasing the tech and keeping the brand warm and friendly.
Brand strategy | Brand Identity | Brand Guidelines | Animation
It was important to combine technology with a human and approachable feel and so together we landed on a logo where the ‘o’ became the mascot for the brand. This clever design celebrates the use of AI, while the soft animation imbues the mascot with character and friendliness that users can relate to.
A brand with a mascot
Conversation and connection
To visually represent the guidance offered by Psona’s coaches, we created abstract speech bubbles from the ‘p’ and the ‘a’. These bubbles are more than just design elements; they highlight the ongoing conversation between the user and their coach. These speech bubbles house text, icons, and imagery in other branding materials, creating a cohesive theme of conversation and connection throughout.
The three aspects of coaching
We split the coaching into three key areas: personal, relationships and career.
Personal covers anything from health and wellness to personal development and finances.
Relationships covers personal and professional relationships as well as parenting and family planning.
Career includes all aspects of career development as well as maintaining/creating a work-life balance.
Striking the balance
Despite its technological backbone, Psona never forgets the importance of human interaction. To reinforce this, we added hand-drawn elements to the brand, particularly in headlines. These elements also mimic the notes people often take when receiving advice or tips.
Psona’s brand identity successfully bridges the gap between technological innovation andhuman warmth. From the friendly mascot and conversational speech bubbles to the hand-drawn elements, every aspect of the brand has been designed to make users feel supportedand understood.
“Amy was a delight to work with, immediately understanding what we were trying to create, not just in the brand look, but also its ‘feel’. Always open minded on feedback and a great turnaround time. I would highly recommend.”
Shaa - Co CEO, PSona
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