Client: Chipp | 7 weeks | 2024
What if intimidating tech felt like a friendly AI companion?
Chipp came to Studio Whippy at a pivotal moment: transitioning from a payment-processing platform to an all-in-one AI product. Their new vision? Chipp takes care of the technical heavy lifting so anyone (not just developers) can easily build, brand, launch, share, and monetize custom AI tools in an ownable, scalable way.
But their existing brand told a different story. The visual identity leaned heavily into the typical tropes of the tech world: sterile, cryptic, and optimized for users already familiar with AI and GPTs. The challenge was clear: craft a brand that reflects Chipp’s core belief that AI isn’t just for coders or corporations with big bucks to spend; AI is for everyone.
As Co-Design Partner, Aqil scoped, led, and executed the rebrand. He co-facilitated workshops with the founding team to align on Chipp’s vision, voice, values, and visual direction. Collaborating closely with a senior content designer, Aqil guided the creative strategy and developed the new design system.
The Approach
A 5-week Design Intensive that Established the Future of Chipp
From interviews and site audits to moodboarding and tone of voice exercises, Aqil engaged Chipp's leadership team with strategy and co-design workshops to align on the brand's mission, uncover its personality, and build the foundation for an all-new visual identity. They conducted competitive research, performed a detailed copy and content audit, held discovery workshops and crafted a full-blown new brand identity and brand playbook to reflect the new personality of this disruptive AI startup.
The Impact
A Fresh New AI Brand with a Beating Heart
Alongside the Studio Whippy team, Aqil delivered a bold yet approachable, human-centred rebrand that made Chipp instantly recognizable in an industry of expected sameness. The result is a unique visual language that stands out amongst the AI crowd. In a market full of intimidating, futuristic visuals, Chipp seeks to be the friendlier expert on the block.
At the centre of the identity is “Chippy,” a character inspired by the chat bubble, referencing the conversational nature of GPTs. The quirky and friendly characteristics reflect the forward-thinking yet fun and humble minds at AI that are bringing AI to everybody.
Chipp’s transformation was immediate: The brand attracted new creators, expanded into untapped markets, and helped reposition the company as a champion of accessible AI. Following Studio Whippy's rebrand of Chipp, the company saw a 400% increase in user base, marking a clear shift in reach, relevance, and impact.
“Truly an amazing testament to your branding talent. Very excited to see it won an award!”
— Hunter Hodnett, CTO, Chipp
Reflection
“The Chipp rebrand was a turning point in my journey as a strategist and creative leader. It stretched my ability to guide teams through ambiguity and to translate technical innovation into human emotion. It also challenged me to balance storytelling, strategy, and technology, leading a rebrand that not only elevated the company’s presence but unified its purpose. Seeing the work recognized by the RGD International Branding Awards was a reminder that clarity and heart can coexist, even in fast-moving tech environments.”