Nova was developed as the identity and communication framework for an internal AI-powered chatbot initiative at BaptistCare during the early stages of mainstream AI adoption.

At the time, AI technologies were still largely unfamiliar to many staff and were often associated with uncertainty, fear and job displacement. Within a large organisation with a culturally and linguistically diverse workforce, the challenge required developing a visual and conceptual identity to make AI feel approachable, supportive and safe for an audience with varying levels of digital confidence and technical literacy.

The name “Nova” was conceptually derived from ideas surrounding supernovas, discovery and emerging possibilities, positioning the technology as something exploratory, intelligent and future-focused rather than threatening or corporate.

The visual identity centred around a simplified astronaut character designed to feel friendly, calm and universally accessible. The astronaut metaphor referenced the idea of AI operating behind the scenes, tethered, supportive and working to retrieve factual and evidence-based information for users. A deliberate decision was made to avoid assigning Nova identifiable facial features, gender, ethnicity or cultural markers in order to create a more inclusive and universally relatable character across a highly diverse workforce.

The resulting system balanced warmth and accessibility with credibility and innovation, helping support organisational engagement with emerging AI technologies through a more human-centred communication approach.

ROLE

Concept development, naming strategy, identity design, illustration system, AI change communication strategy and stakeholderengagement.