Digital Human
About:
YepA.I is in a unique position during a growth period where they have the opportunity to use big data and large language model datasets to create a unique offering in the chatbot space.
My role:
Build a website featuring two of YepAI’s core products.
Problem:
YepAI already had a website in place to showcase some details about their new Digital Humans and Chatbots; however, it wasn’t having the impact they were looking for. The website at the time only displayed minor features and was unclear, making it hard to distinguish between the two products.
Core issues:
• Product differentiation
• Confusing pricing pages
• User journey from sign-up
Solution: Create an engaging website showcasing the two products and a pricing tier page that outlines the specific features. Focus on how the traditional chatbot can become more human-like.
REBUILDING THE BRAND
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Helped lead a brand evolution that repositioned the business for scale, modernising its visual identity and customer experience across multiple touchpoints.
The new direction strengthened brand recognition, created greater consistency across the network, and supported the company's growth into Australia's fifth-largest franchise group.
DIGITAL APP
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Designed and launched a digital loyalty app from concept to nationwide rollout, transforming how customers engaged with the brand across 152 stores.
Replacing a legacy handwritten card system, the new experience streamlined rewards, simplified customer engagement, and brought a traditionally offline process into a modern digital ecosystem.
DIGITAL CAMPAIGNS
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Developed the creative direction for Soul Origin's annual Soup Season campaign, building a narrative around comfort, tradition, and the meals many of us grew up with.
Inspired by the idea of "what would Grandma make?", the campaign leaned into nostalgia and simple, honest flavours, bringing warmth and familiarity across every customer touchpoint during the winter season.
SO-ESPRESSO
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Created SoEspresso, a premium coffee-focused sister brand designed to complement and expand the Soul Origin ecosystem.
From brand identity through to customer-facing assets, the project centred on delivering a distinct retail experience for coffee enthusiasts while maintaining a clear connection to the Soul Origin brand. The range focused on premium beans, brewing equipment, and everything needed to bring the café experience home.