Ron Hupa
what was done
For privacy and NDA reasons, I can’t share the full design explorations or artefacts behind Ariel’s evolution. Below is a high-level summary of my contributions:
- Defined Ariel’s character and core design pillars, shaping its logo and overall identity.
- Explored multiple logo directions, each representing a different facet of Ariel’s personality, and reviewed them with senior stakeholders to assess resonance, brand alignment, and scalability.
- Extended the selected identity across key internal touchpoints—including intranet pages, explainer videos, and campaign assets—to ensure a cohesive brand experience.
- Contributed product-thinking feature ideas focused on practical generative AI use cases, connecting Ariel to real, day-to-day employee workflows
Where it landed
Ariel now has a clear and recognizable identity within KPMG. The established branding and positioning provided a strong foundation for adoption and future growth.
After completing the foundational branding and product-positioning work, the project was transitioned to another design team, allowing me to shift focus to higher-priority initiatives.
ROLE
Product Designer
Overview
Ariel is an internal generative AI assistant developed for KPMG Singapore.
As an early contributor, I helped shape Ariel not just as an AI tool, but as a product—with a clear identity, personality, and purpose that people could recognize, trust, and genuinely want to use.
NEXT WORK → Nova Landing Page
Ariel AI
Visuals are illustrative recreations. Original screens are protected under NDA.
Ron Hupa
Designed and built by me, imperfections included.
® 2025
Ron Hupa
Designed and built by me, imperfections included.
® 2025
Ron Hupa
what was done
For privacy and NDA reasons, I can’t share the full design explorations or artefacts behind Ariel’s evolution. Below is a high-level summary of my contributions:
- Defined Ariel’s character and core design pillars, shaping its logo and overall identity.
- Explored multiple logo directions, each representing a different facet of Ariel’s personality, and reviewed them with senior stakeholders to assess resonance, brand alignment, and scalability.
- Extended the selected identity across key internal touchpoints—including intranet pages, explainer videos, and campaign assets—to ensure a cohesive brand experience.
- Contributed product-thinking feature ideas focused on practical generative AI use cases, connecting Ariel to real, day-to-day employee workflows
Where it landed
Ariel now has a clear and recognizable identity within KPMG. The established branding and positioning provided a strong foundation for adoption and future growth.
After completing the foundational branding and product-positioning work, the project was transitioned to another design team, allowing me to shift focus to higher-priority initiatives.
ROLE
Product Designer
Overview
Ariel is an internal generative AI assistant developed for KPMG Singapore.
As an early contributor, I helped shape Ariel not just as an AI tool, but as a product—with a clear identity, personality, and purpose that people could recognize, trust, and genuinely want to use.
NEXT WORK → Nova Landing Page
Ariel AI
Visuals are illustrative recreations. Original screens are protected under NDA.
Ron Hupa
Designed and built by me, imperfections included.
® 2025
Ron Hupa
what was done
For privacy and NDA reasons, I can’t share the full design explorations or artefacts behind Ariel’s evolution. Below is a high-level summary of my contributions:
- Defined Ariel’s character and core design pillars, shaping its logo and overall identity.
- Explored multiple logo directions, each representing a different facet of Ariel’s personality, and reviewed them with senior stakeholders to assess resonance, brand alignment, and scalability.
- Extended the selected identity across key internal touchpoints—including intranet pages, explainer videos, and campaign assets—to ensure a cohesive brand experience.
- Contributed product-thinking feature ideas focused on practical generative AI use cases, connecting Ariel to real, day-to-day employee workflows
where it landed
Ariel now has a clear and recognizable identity within KPMG. The established branding and positioning provided a strong foundation for adoption and future growth.
After completing the foundational branding and product-positioning work, the project was transitioned to another design team, allowing me to shift focus to higher-priority initiatives.
ROLE
Product Designer
Overview
Ariel is an internal generative AI assistant developed for KPMG Singapore.
As an early contributor, I helped shape Ariel not just as an AI tool, but as a product—with a clear identity, personality, and purpose that people could recognize, trust, and genuinely want to use.
NEXT WORK → Nova Landing Page
Ariel AI
Visuals are illustrative recreations. Original screens are protected under NDA.
Ron Hupa
Designed and built by me, imperfections included.
® 2025
Ron Hupa
Designed and built by me, imperfections included.
® 2025