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The goal for Sam:] was to create a credible face and personality to launch and build awareness of this industry changing artificial intelligence.
We developed an integrated strategy to build curiosity behind who Sam:] is and introduce the benefits to business audiences, including giant digital screens that replicated the in pocket mobile experience.

Your CT Assistant

Sam :] has now become a core product that underpins many of FCMs technology offerings. Concentrating on the target audience of each brand/product Underscore has integrated Sam :] into a variety of formats including launching it as part of the Corporate Traveller brand as Your CT Assistant at the Business Travel Show.
“The brand empowers everything that Sam:] is and does. It’s clean, slick, simple and clear. The design language features a playful combination
of ownable imagery, bold blocks of blue, iconic faces and personal messaging to create curiosity behind who Sam:] is and where audiences can meet the mysterious personality that’s set to change the way we travel.”
Marc Blanes
UX Director