GIDI is a chatbot that uses natural language processing technology to have a conversation and help users select the right gifts for their friends, family or co-workers.
We created a simple typographic animated identity, turning the I of the type into a waving ribbon. The angle and colours inform the secondary graphic language, which is best expressed within the marketing touchpoints. The straight and slanted typography gives a very energetic, or giddy, expression that ties back into the angle of the ribbon. Overall the identity conceptually relates to gifting while feeing ‘alive’ throughout kinetic type.