Challenge: Branding a Chatbot

Lee Hecht Harrison (LHH), a leader in career transition and outplacement solutions, came to thinkdm2 while developing the industry’s first AI-powered chatbot, Ella. The chatbot’s purpose was to interact with job-seekers; asking questions about their skill set, desired job title, and geographic requirements.

Thinkdm2 was tasked with creating the chatbot’s persona including the name, personality, communication style, and physical presence so Ella’s interactions felt natural to users. As a final deliverable, thinkdm2 developed comprehensive brand guidelines for all things Ella, from her profile attributes to how she speaks. The guidelines contain everything LHH needs to stay on brand when they expand Ella’s capabilities.