Re:Scam is an AI bot created to keep scammers in endless conversations and out of real people’s inboxes.

Re:Scam’s initial launch in 2017 was incredibly successful, with over 5 years of scammers time being wasted by the bot’s realistic human characters. With Kiwi losing over $200 million to scammers in 2023, Netsafe has built a new and improved Re:Scam AI bot to fight back.

While the 2017 campaign was incredibly successful, the design system has become very antiquated, so my role in this project was to lead the design of a fresh campaign platform. I designed a brand book for all comms to follow, and then worked with a VFX artist to create bespoke avatars to be the faces of our AI bot. Finally, I designed a one page website to officially launch Re:Scam 2.0 back to the public in 2024.