When OpenAI approached us, there was no playbook, just a question:

How do you make AI feel human?

What followed was weeks of exploration, dozens of discarded directions, and a deeply collaborative design sprint with illustrators, animators, stop-motion artists, and BNS creatives across teams and time zones.

The result? A warm, flexible design system that blends hand-drawn illustrations with minimalist UI—crafted to live on billboards, train platforms, subway tunnels, coffee cups, and anywhere students might be asking big questions.

With over 40 unique animations and static visuals, the work helped define how ChatGPT could show up in the real world—soft around the edges, quietly useful, and made to last beyond the screen.