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Designed the landing page for Smug — an AI support agent that resolves tickets, knows exactly when to escalate to a human, and has zero interest in pretending otherwise.
Most AI support tools go the humble, over-apologetic route. Smug does the opposite — the whole brand is built around a smug little cat mascot and copy like "Handled it. You're welcome." It's a genuinely fun brief: figuring out how to make confidence read as charming instead of obnoxious.
Bold electric blue and orange instead of the usual muted SaaS palette, because a product this confident shouldn't look shy about it. 💙
great execution!
Wooww..So cool😍
Super nice!. Love the mascot animation.
love that little mascot, awesome work!
Really inspiring work.
Well done!
Wowwwww omg very lovely
What makes this work is that the AI isn’t pretending to be neutral, the product has a point of view. The difficult moment is escalation: does the mascot soften when a human steps in, or is the same confident voice carried through the handoff? That transition could become a memorable part of the brand.
Awesome!
Looking Cool😍
the cockiness as a brand voice, smart
wow, this looks very fun and creative to design
Awesome ))
cool
Looks superb, excellent animations and everything!!
I'd love to see the cat used for loading and success states too. A small set of reusable animations could carry this personality into the product.
Love how Smug leans into personality instead of the usual apologetic AI tone. The landing reads confident and clear — that brand stance alone makes the product feel sharper.
cool
Cool!
Excellent work!
good job
Spot on mascot with the brand 😄👍 Oh and great design of course!
This is creative,
This is amazing👏
How about handled it You're welcome slide in word instead of in character
good work
love the composition!
Excellent attention to detail
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