Prosty język

Key visual for an internal campaign promoting the use of clear, accessible language aligned with the organization’s tone of voice. The initiative also introduced an AI assistant – named after the campaign – created to support employees in writing in a simpler and more consistent way. There were also included a subtle teaser of an upcoming tool – named “Toast.” The campaign was supported by a wide range of materials, including social posts, videos, animations, an e-book, stickers placed throughout the workplace, and interactive games for employees.

A key challenge was encouraging adoption without making employees feel judged or criticized. Instead of suggesting a lack of skill, the communication was designed to feel supportive, engaging, and even fun – positioning the tool as something helpful and “cool” to use.

I made it intentionally playful and colorful, inspired by contemporary design trends to create a fresh, approachable „vibe”.  As a central motif, I used typographic shapes forming expressive faces – symbolizing both clear, simple language and more complex, tangled expressions.

The campaign was very well received, gaining positive feedback and strong engagement across the organization.