The exhibition stand rendered in 3D - navy walls with the robot mark, a table and two chairs, and a counter reading a touch of magic in IT support

Gaspar AI

A generative AI help desk for IT and HR teams. I redesigned the brand, the product and the way it talks.

Client

Gaspar AI

Role

Lead Product Designer

Deliverables

Brand identity, logotype, mascot, marketing website ×2, product design, conversational design

Gaspar AI

Overview

Gaspar AI answers IT and HR questions for employees, right inside Slack or Teams, without anyone opening a ticket.

Challenge

The brand felt old, the logo said nothing about what the product did, and the product had grown without a plan.

Brand

I changed the name and the logo together. Gaspardesk fit a helpdesk but nothing wider, so we became Gaspar AI — a name that could grow with the product. I turned Gaspar into a character, with a smaller robot for each automation it could run.

A social post looking down at a pool, the robot floating on a lilo in sunglasses between a watermelon and two rubber rings, captioned Gaspar AI and HiBob
The whole stand seen from the corner, the panels stepping back from the counter
Seven robot characters drawn from the same parts - different bodies, arms and antennae, pale blue on royal blue
The architecture diagram drawn as an illustration - the admin portal, backend, NLP models, ticketing and the databases, wired together, with an appendix down the side
A poster titled The Anatomy of a Chatbot - the robot cut in half, mechanical inside, with nine numbered callouts and the notes beneath
Day two of an advent countdown, the robot in green with its arms up, about booking time off
Day twelve of the countdown, the robot in a winter hat and collar against a starry sky
An AI Fun Facts Friday post - the robot in a lab coat among molecules and DNA, with a fact about AlphaFold
A poster for Gaspardesk - diagonal gradient bars over navy, the product line and three columns of benefits underneath
An illustration panel titled Innovation - robots building a wall of blue bricks, a clock melting, and a window onto a rainbow
An illustration panel on data and privacy - a giant eye projecting onto the robot, a chip, an hourglass and a figure walking through a door
Product design

I was the only designer, and I drew every screen from scratch over sixteen months — the components, how everything worked on smaller screens, and the prototypes the developers built from. The biggest part of the work is under NDA.

The website design file at full zoom, dozens of page frames tied together by prototype wires
First website

The company needed a site to send people to while the rest was being rebuilt. I built it around the new name, the new logo and Gaspar. Every other AI company looked like enterprise software, so I made ours playful.

Website one year on

A year later the site could not hold everything we had added. There was much more product to explain, so I rebuilt it bigger and calmer. The playfulness is still there, just quieter. It supports the work now instead of leading it.

Conversational design

I worked with the AI engineers on how Gaspar talks. I mapped out how a conversation can go: where it splits, what happens when someone asks about two things at once, and how it gets back on track when it misunderstands.

The dialogue manager flow for a single topic, decision diamonds branching into the replies the bot can give
The same flow for two topics, much wider, branching twice as far before it resolves

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COPYRIGHT @ GEORGE KOULOURIS

MADE IN GREECE, MOSTLY AT NIGHT

NO AI WERE HARMED

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