Ask Devin is your go-to comms bestie for talking things out, getting unstuck, and finding practical, human advice you just can't get from AI.
We were at an interesting moment in our work. As AI chatbots continued to rise, and as we were actively building in that space ourselves, we saw an opportunity to offer something different: a more personal, human-centered experience for internal comms professionals.
At the same time, our internal comms manager, Devin, was receiving multiple LinkedIn messages each week from people asking for advice on navigating specific workplace situations.
That context, paired with the team’s nostalgia for old-school advice columns, gave us the momentum to begin shaping the brand.
BRAND STRUCTURE / CREATIVE DIRECTION / FULL PRODUCTION
Moody moodboards
Had a ton of fun exploring new AI tools to craft a highly specific visual direction inspired by late-night nostalgia and Devin’s personality and perspective.
We ultimately partnered with a local photographer to bring the direction to life, which gave us the opportunity to evolve the work from a moodier tone into something that felt more aligned with Workshop’s core energy and personality.
A place to ask questions
What started in Devin’s LinkedIn inbox evolved into a full website experience built for internal comms professionals to ask questions, explore past conversations, and learn from one another.
Scaling the experience
Once the new website was in place, we expanded the experience through paid campaigns and even repackaged community questions into a monthly podcast series.
