Gen AI & Brand

Giving AI a Face, a Voice, and a Personality

AI Brand Strategy

Visual Language Design

Animation Direction

Film Direction & Storytelling

Interaction Patterns

AI Behavior

Problem

AI initiatives were growing rapidly across Philips, but without a unified visual, aesthetic, or experiential identity. Early AI experiences risked feeling fragmented, generic, or inconsistent across products and regions. Competing global tech companies were already setting strong expectations for how AI should look, feel, and behave. Without a clear AI brand system, Philips risked losing differentiation, trust, and coherence at scale.

The Work

I created the global AI brand and experience system for Philips. This included defining the visual language, color systems, motion principles, interaction patterns, and behavioral foundations for AI experiences. I used cinematic storytelling and short films to communicate vision, align stakeholders, and position Philips AI competitively. Beyond guidance, I produced the core assets, standards, and patterns used across teams and products.

My role

I led and executed the AI brand initiative end to end. I defined the vision, designed the visual and interaction systems, directed motion and film narratives, and produced the materials used to present Philips AI globally. Alongside leadership and alignment with the central team, I was deeply hands-on—creating the designs, behaviors, standards, and storytelling artifacts that made the vision tangible and scalable.

Outcomes

Established a unified global AI brand across products and initiatives
  • Defined AI color systems, motion language, and visual standards adopted by multiple teams
  • Created cinematic films and storytelling assets to align leadership and sell the vision
  • Improved consistency and quality of AI experiences across regions
  • Positioned Philips AI as intentional, premium, and competitive with top global tech companies