Make AI less Scary with Insight Monsters.

To help staff navigate our new 3-year strategy during uncertain times, we created a Monster Family—six not-so-scary characters designed to make tough topics more approachable. Each monster reflects a distinct personality trait found in our team and clients, from the bold Visionary to the cuddly Connector.

Using MidJourney and Photoshop, we crafted vibrant, tactile, 3D-inspired monsters with distinct colour palettes and creative auras. They helped express a key insight: the more you understand something, the less scary it becomes. These characters were applied across strategy comms—from presentations to posters, notebooks, and internal merch.

The monsters became conversation starters—staff embraced their ‘assigned’ creatures, and clients began asking about them too. This unexpected engagement led us to extend the idea into client-facing tools, including an AR-powered campaign and potential collectable toys.

By blending fun, design sophistication, and AI, we turned fear into curiosity—and strategy into a story worth sharing.