Karl.Worksツ
Design and Direction
Design and Direction
Fortell.ai
— Digital avatars
Agency: Fortell.ai
Scope: Art Direction, Design, Identity, Product, Motion
The Challenge
Fortell.ai set out to introduce Axx, an AI character intended to support underrepresented and underserved communities by answering medical and societal questions across linguistic and cultural boundaries. The challenge was to create an identity that felt trustworthy, inclusive, and distinctly human — avoiding the coldness or abstraction often associated with AI — while remaining flexible enough to operate across platforms, contexts, and audiences.
The Response
I developed a visual identity rooted in clarity and dialogue. The system is built around two overlapping speech bubbles, representing exchange, transparency, and mutual understanding between the avatar and its users. This simple but expressive device became the foundation for the wider identity, extending across product surfaces and motion to reinforce approachability and collaboration. By keeping the design clean, restrained, and culturally neutral, the brand allows diverse voices to take precedence — positioning Axx not as an authority, but as an accessible conversational partner.