UKG Bryte AI naming, identity, and campaign

How it started: A simple ask to name UKG’s generative artificial intelligence. How it ended: Launching the most people-centric AI brand in the human capital management space.

Our product team came to us with a dilemma — use the same copilot language as everyone else in the tech space or take a risk at creating something new. As the creative lead for naming, I partnered closely with my friends in the product UX team to approach this from a strategic, research, and data-driven lens.

Because no one else in the industry could claim that their AI solutions help organizations become great places to work, we knew we had an opportunity to create something that would truly set us apart. The name UKG Bryte represents what's possible when organizations have the insights they need at their fingertips to illuminate opportunity for their people and their business.

In addition to naming and brand positioning, I led the copywriting on all launch campaign materials, including a webpage, video, and an interactive choose-your-own adventure demo that has an average engagement time of 4 minutes — one of the highest lead-generating tools to date.