Priceline
Expertise
Overview
Designing the brand and motion identity for Penny, Priceline's AI travel assistant
Priceline's AI travel assistant, Penny, had already logged more than 3 million interactions in a single quarter. The intelligence underneath was strong. The interface around it relied on the same functional chatbot patterns found across the category, and for a product Priceline saw as central to its future, the experience had not yet caught up to that ambition.
Priceline saw a window of roughly 6 to 12 months to lead in AI travel before competitors caught up, and a clear opportunity: evolve Penny from a feature embedded in the app into a stand-alone AI travel assistant brand, with an identity as distinct as its capabilities.
Over an eight-week engagement, Fantasy designed Penny's visual and motion identity end to end. The result is a modular identity that makes Penny's intelligence legible to travelers and gives Priceline a system its own team can extend.
Our Objectives
- 01.Turn the latency of an AI agent into comprehension through expressive visual and motion cues
- 02.Give Penny a distinct personality for Priceline's digitally native travelers
- 03.Move Penny from a chatbot feature toward a stand-alone AI travel brand
- 04.Deliver a modular identity Priceline can grow on its own as Penny's capabilities expand
The expressive AI interface
The Impact
A brand identity that scales with Penny's expanding intelligence
Priceline chose Fantasy unanimously over two competing agencies, weighing AI-interface pedigree, storytelling, and the discipline of building in components. The redesigned Penny launched on November 10, 2025, and Priceline deployed the system to the Penny Portal, one of the primary interfaces serving millions of travelers. OpenAI later featured Penny as a flagship example in its realtime voice announcement, naming Priceline among a short list of customers alongside Zillow and Deutsche Telekom.