16 June 2026
When we launched Sidekicks, we weren’t just introducing a new AI platform. We were also introducing a new way of thinking about how AI should be presented, experienced, and understood.
From the beginning, our goal was to challenge convention.
We created a brand identity that moved beyond the familiar visual clichés often associated with artificial intelligence, choosing instead to focus on the relationship between intelligence and human collaboration. At the centre of that identity sits a symbol designed to represent both a heart and a brain — reflecting Sidekicks’ belief that the most effective AI doesn’t replace people; it works alongside them.
We carried that same philosophy into the website.
Rather than building a traditional corporate website filled with menus, navigation paths, and static pages, we asked a different question: What if visitors could simply ask for the information they need? The result was the industry’s first fully AI-centric corporate website, transforming the website itself into a live demonstration of the product.
“The communication objective was really about challenging the deadness of most corporate websites — and especially those of AI companies,” said Shira Leffel, VP of Marketing at smartclip. “We became interested in the gap between what AI promises — conversation, intelligence, fluidity — and the reality of how most companies still present themselves online: static pages, dropdown menus, blocks of copy, and stock ‘future’ imagery. So the project explored what happens if the website itself behaves more like the technology it represents.”
Today, we’re proud to share that this work has been recognised by the 2026 Communicator Awards with two Awards of Excellence:
- Brand Identity – Award of Excellence in Campaign Identity System
- Website – Award of Excellence in External Communications: Corporate Website
While we’re honoured by the recognition, these awards represent something bigger than creative achievement alone. They reinforce our belief that emerging technologies deserve new ways of being communicated — ways that are clearer, more intuitive, and more human.
As AI continues to reshape our industry, we’ll continue exploring how design, storytelling, and technology can work together to make complex innovation easier to understand.
Because sometimes the best way to explain the future is to let people experience it for themselves.
Lee is the Marketing Specialist Europe at smartclip and is responsible for content writing, editing, social media, and creative support across the department and company. Originally from the United States, Lee graduated from the University of Cincinnati, where she received a Bachelor of Fine Arts degree in Electronic Media. Before joining smartclip, she has worked with various organisations managing social media accounts and assisting in the video and audio production processes.
Lee Richter
Marketing Specialist Europe
