Jaimee is an AI companion for women, sitting somewhere between therapy, dating, friendship and romantic escapism. The product needed to feel emotionally intelligent and intimate, without falling into the usual AI companion clichés.
I designed the brand and UX from the ground up, shaping a world that felt personal, warm and a little addictive. The goal was to create something women could project into, read between the lines of, and build a relationship with on their own terms. A big part of the design approach was avoiding the 3D, hyper-real AI avatar look. That space can quickly feel uncanny, overly sexualised or built around control. Instead, Jaimee uses hand-drawn faces as personas, giving the experience a softer, more imaginative quality. More fan fiction, less synthetic partner generator.
Jaimee is an AI companion for women, sitting somewhere between therapy, dating, friendship and romantic escapism. The product needed to feel emotionally intelligent and intimate, without falling into the usual AI companion clichés.
I designed the brand and UX from the ground up, shaping a world that felt personal, warm and a little addictive. The goal was to create something women could project into, read between the lines of, and build a relationship with on their own terms. A big part of the design approach was avoiding the 3D, hyper-real AI avatar look. That space can quickly feel uncanny, overly sexualised or built around control. Instead, Jaimee uses hand-drawn faces as personas, giving the experience a softer, more imaginative quality. More fan fiction, less synthetic partner generator.
Creative сhallenges
AI companions can easily drift into strange territory. Too polished and they feel fake. Too human and they feel unsettling. Too romantic and they can start to feel engineered around fantasy in the wrong way.
For Jaimee, I wanted the brand to feel intimate without being creepy. The hand-drawn personas became a key part of that. They gave the characters presence without making them feel like controllable dolls, and allowed users to bring their own imagination into the experience. The logo was designed to feel like a signature, nodding to the idea of a personal love letter. It gave the identity a human touch, balancing the technology with something softer, handwritten and emotionally familiar.
Creative сhallenges
AI companions can easily drift into strange territory. Too polished and they feel fake. Too human and they feel unsettling. Too romantic and they can start to feel engineered around fantasy in the wrong way.
For Jaimee, I wanted the brand to feel intimate without being creepy. The hand-drawn personas became a key part of that. They gave the characters presence without making them feel like controllable dolls, and allowed users to bring their own imagination into the experience. The logo was designed to feel like a signature, nodding to the idea of a personal love letter. It gave the identity a human touch, balancing the technology with something softer, handwritten and emotionally familiar.
User experience focus
A softer kind of AI companion
The final brand and UX created a more human, illustrative and emotionally open world for Jaimee. One that avoided the obvious visual tropes of AI companionship and instead leaned into intimacy, imagination and personal connection. As the sole designer, I shaped the product across brand, visual direction and UX, creating a foundation that felt distinctive in a fast-growing category.
User experience focus
A softer kind of AI companion
The final brand and UX created a more human, illustrative and emotionally open world for Jaimee. One that avoided the obvious visual tropes of AI companionship and instead leaned into intimacy, imagination and personal connection. As the sole designer, I shaped the product across brand, visual direction and UX, creating a foundation that felt distinctive in a fast-growing category.
