Priceline

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.

The core insight came early: an AI travel agent has latency, uncertainty, and a capability set that keeps changing, and the interface should give those realities an intentional visual form. When Penny listens, thinks, and responds, travelers see it in motion and visual cues that read as deliberate rather than mechanical.

A competitive review confirmed the opening. The AI travel planning category has weak design standards, with most products offering text-only interfaces and no real identity system. Fantasy built a modular interface language instead, where every part, from the avatar's behaviors to the Figma toolkit, is structured for Priceline to apply across any flow or surface and to extend as Penny grows. Seasonal moments like Cyber Week were designed in from the start.

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.