Trudy is an influencer selection tool which uses AI and psychology to help brands find truly authentic matches. I designed a brand identity, marketing collateral, and custom illustrations which led to the successful launch of a completely new product. At the heart of the new brand is the Trudy mascot. The simple, cartoon character guides us through the product, making complex data easy to understand and emotionally engaging. The pragmatic but cheeky tone of voice helps build this connection with the audience. A human touch is also carried through to the rest of the identity, including a playful colour palette, hand drawn custom icons and an accessible approach to UI design. The identity system is built to stretch across every touchpoint, from the digital product through to marketing, and features a full range of iconography, infographics and product illustrations.