ElevenLabs

“On Hold Is Getting Old” is an independent brand campaign and visual system I conceptualised for ElevenAgents, ElevenLabs’ conversational AI platform, to position automated customer interaction as something more responsive, intelligent and human. The project began with a strategic question: as AI becomes the first point of contact between businesses and customers, how can the brand build trust through every conversation? Working within ElevenAgents’ existing blue-led identity, tactile textures and image-based visual language, I evolved the system into four expressive behaviours: Abstract, Floral, Liquid and Cloudy, each translating a product quality into a distinct visual state, from intelligence and adaptability to empathy, continuity and calm. I then developed the campaign into a scalable brand framework spanning OOH, presentations, event environments, credentials, signage, spatial applications and digital communications, supported by consistent principles for colour, imagery, layout and motion. Rather than creating a standalone campaign aesthetic, the system was designed to extend ElevenAgents’ identity with greater range, emotional presence and flexibility while remaining unmistakably ElevenLabs across every touchpoint.