Benefits Without the Headache

Before AI was walking people through complex decisions, ALEX was doing it for benefits enrollment. A guided conversation that helped employees actually understand their options — no jargon, no wall of text, no calling HR three times to ask the same question.

The product worked because it talked like a person. Warm illustration, straight shooting copy, and a voice that didn't condescend or confuse. My role was building the creative foundation that made that possible — managing illustrators, writers, designers and developers to establish the visual and editorial language the whole product ran on.

The brand scaled to a blog, developer resources, magazine advertising and display ads across HR platforms like Workday. HR teams started paying attention. Then they started buying.