In a very lean and rapid process, we developed new branding and visual identity, centered around their ‘Charlie’ character. Charlie was made using generative AI. We created an entire backstory for Charlie on how and why he came to earth, including accompanying visuals full of easter eggs that are scattered across the site.

We designed and developed a consumer facing website using Webflow. This also included a redesigned chat agent, with interactive modules for both desktop and mobile and an improved user experience and accompanying Figma design system. Additionally, we designed a set of social media templates.

We also introduced an easter egg, where users could pretend they are ‘hacking’ into the Reely system to discover the evil plans from Charlie’s home planet overlord (which Charlie escaped from). Users could then vote on the fate of humanity, which generates a shareable poll showing how the user base has voted.