7 July 2025
When we set out to create the identity for Sidekicks, smartclip’s new agentic AI platform built for the media industry, we knew we weren’t stepping into a quiet room. We were walking onto the most explosive technological stage of our time — a space where ideas sprint, competitors multiply overnight, and distinction is survival.
So we moved fast. And we began with a name, and the one symbol that would have to carry the weight of everything Sidekicks stands for: its logo.
From the beginning, we wanted a mark that didn’t simply join the AI conversation, but rewired it. Something that could hold Sidekicks’ essential duality — its sharp intelligence and its human-first purpose. And from that ambition came a single continuous line that loops into both a heart and a brain. Thought and care, automation and empathy, technology and the people it’s built to empower.
Bringing automation to operational cross-media workflows, a visual identity for: “AI that works, for people who do.”
And today, I’m thrilled to share that this little line with a big pulse, has earned Honorable Mention from the Creative Communication Award (C2A) 2025.
The timing couldn’t be better. Our team is in the final stretch of bringing the full Sidekicks brand architecture and new website to life — set to launch in Q1 2026. And we can’t wait to show you just how alive agentic AI can truly feel… and yes, a little sexy (we love making tech sexy).
You can learn more about our Sidekicks logo here.
Shira Leffel is the VP of Marketing at smartclip, the adtech business of RTL Group. She leads the marketing and product education department, helping Europe’s largest broadcasters adopt innovative advertising technology solutions. With over 10 years of marketing leadership experience across tech—ranging from startups to public companies—Shira specialises in transforming complex technology into compelling, marketable stories. Her career has taken her across the globe, with roles in the United States, Canada, Israel, Mozambique, Brazil, and now Germany, shaping her inclusive and impactful approach to marketing. Shira graduated Summa Cum Laude and First in Class with an M.A. from Tel Aviv University and First Class Honours with a B.A. from the University of British Columbia.
Shira Leffel
VP Marketing & Product Education
