AI competitors threatened ELSA’s APAC dominance. To drive global expansion, the brand needed to evolve from a functional utility into an engaging, modern coach.
Humanize the algorithm. We shifted the focus from “correction” to “companionship”, creating a unified visual narrative that turns the AI into a relatable partner, not just a tool.
The static logo evolved into a living, emotive planetary mascot. This new character became the brand's anchor, adding personality and warmth to bridge the gap between deep tech and the user.
To bridge the gap between human users and AI technology, we injected a massive dose of personality into the ELSA planet. By developing a versatile spectrum of character states, we transformed a static brand asset into an active, emotional participant in the user's learning journey.
The refresh took over high-impact channels. From social media and paid ads to Custom Product Pages and CRM, we overhauled the entire funnel with character-led visuals, replacing generic assets with targeted, story-driven designs.
To maximize ELSA Speak's multiple App Store placements, we created dynamic, editorial-grade artwork featuring the brand's expressive avatar. We translated complex product updates like AI role-play into clear visual stories and seamlessly adapted the core character for major seasonal campaigns like Lunar New Year, driving localized engagement while meeting Apple's design standards.
In-App Event cards on Apple App Store
The visual refresh went beyond aesthetics to deliver immediate, record-breaking business results. By aligning the expressive new identity with targeted acquisition strategies, ELSA didn't just update its look, it re-asserted its market leadership.
15%
Boosted App Store conversion rates through A/B testing.
23%
Reduction in CPI for search ads by leveraging Custom Product Pages.
43%
YoY increase in Q4 bookings via CRM.