A naming brief doesn’t usually end with a sizzle reel in front of thousands. This one did. What started as an ask to name UKG’s proprietary AI grew into a full launch campaign — visual identity, photography language, an interactive demo, and a cinematic launch video I creative directed from storyboard to screen.
Give UKG’s new generative AI a name and a visual identity. That was the whole ask.
The real decision wasn’t about naming — it was about whether to sound like every other AI product on the market, or carve out something genuinely distinct. The answer was in what UKG’s AI actually does: shine a light on the world’s largest collection of workforce insights and turn them into actions people can use. People-first, not feature-first. The name Bryte followed from that. So did everything else.
From there, the visual identity had one job — make that feeling real and ownable at every touchpoint.
With naming locked, the scope expanded fast. The launch needed to land at UKG’s largest annual event, in front of thousands of customers and prospects.
I storyboarded and designed the launch sizzle reel, and was part of both the voiceover selection and recording session and the music selection. Those decisions set the emotional register for everything that followed. This was the world’s first look at Bryte, and the video had to earn the name.
Alongside the reel, I developed the full visual language for the marketing brand — including a photography direction built around signature Bryte color pops. A mug on a desk. A sweater tossed on the arm of a chair. Subtle, consistent, and immediately ownable. That system traveled across every deliverable: social teasers, a landing page that pushed our existing component library further than it had gone before, and a choose-your-own-adventure interactive demo built to convert.
Launch sizzle reel · Visual identity system · Photography language · Choose-your-own-adventure interactive demo · Landing page (wireframe + design) · Social campaign
Bryte launched as UKG’s answer to an AI market full of noise — a people-first platform that turns workforce data into human decisions, at a scale no competitor could match.
The interactive demo generated a 4-minute average engagement time, making it one of the highest-performing lead-generation tools in UKG’s marketing history.
Role: Associate Creative Director, Designer
© 2026 Bloom in the Black LLC. All rights reserved.
