Keeper is a text-based virtual assistant that helps users remember important information through SMS conversations. Under After designed the brand identity and product experience, working with the team during the early concept phase to define features, test user experience, and develop the visual system.
Keeper Virtual Assistant Brand Identity and Product Design
In 2015, Under After worked with Keeper on a design challenge that would become central to every AI product: how to create personality through text alone. The SMS-based assistant helped users remember important information, but the core design work centered on conversational personality development exploring tone, greeting protocols, response patterns, and emoji usage to establish trust and approachability without visual interface elements.
The project launched months before Facebook M Messenger and years before ChatGPT made conversational AI ubiquitous. Under After designed the brand identity and product experience during the concept phase, testing personality variations and defining the conversational framework that would shape every interaction. The SMS-first approach—no app installation required—created unique constraints that forced clarity around personality expression, making this early work in conversational design particularly relevant for companies building AI assistants today.
“Mark worked with us closely to hash out a txt-based digital assistant (getkeeper.com). He helped us with initial direction, designing/building our landing pages (in a unique format, since there is no app) and provided valuable input on the tone/brand of the product. Really enjoyed working with Mark and strongly recommend him!”
