# Gannett / LocaliQ Design Dash is LocaliQ’s AI-powered lead management platform. Boldium was engaged to define the product’s future—crafting a visionary concept, expressive branding, and prototype that define Dash’s unique ability to help small businesses grow through intelligent automation. ## expertise: Products,AI Solutions ## deliverables: Product strategy,AI product design,Branding,AI interaction design,UX/UI design ## Designing AI that’s powerful—and personable. ### The key insight People love small businesses because they feel personal—yet most AI feels generic. We saw an opportunity to make Dash feel human, adaptable, and trustworthy. But it also had to be more than just a reactive tool with personality—it needed to drive real value, effortlessly. ### The bold strategy We designed a vision for Dash that makes AI feel both personal and powerful. From expressive branding to smart, real-time features, we showed how Dash could respond like a human—and deliver insights like a strategist—helping businesses grow without needing to become tech experts. ![Hand holding a smartphone displaying the LocaliQ Dash app, showing metrics like “Questions asked” and “Talk-Listen Ratio” with progress indicators, against a blue gradient background.](/.netlify/images?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fabes57fd%2Fproduction%2F921f0d116ff2668a51463983d275fe67609581f0-1328x1328.png%3Fauto%3Dformat&w=1328&h=1328&fit=cover&dpl=6a63a3383ffa7000085aaab1) ![Computer monitor displaying the LocaliQ Dash dashboard with analytics for leads, calls, and appointments, featuring charts and performance metrics against a blue gradient background.](/.netlify/images?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fabes57fd%2Fproduction%2F291e384a17d9b6ec1c0f9ca9d029b7b69c764371-1328x1328.png%3Fauto%3Dformat&w=1328&h=1328&fit=cover&dpl=6a63a3383ffa7000085aaab1) ## AI with Personality We designed the Dash icon to reflect both intelligence and expression—because it’s easier to interact with something that feels like it’s really listening. The result is branding that’s warm, professional, and easy to connect with across a wide audience. ![Purple gradient](https://cdn.sanity.io/images/abes57fd/production/02420df7f590a1afbc446094d70c3524c36df6e6-2720x2109.jpg?auto=format) ## Real-Time Conversations, Visualized To show Dash in action, we designed a dynamic AI product interface that transcribes and summarizes live conversations while pulling from a business’s website to answer customer questions. These real-time interactions helped make the AI’s value tangible and easy to grasp. ![Black to blue gradient](https://cdn.sanity.io/images/abes57fd/production/aa4e7274af1c80dea33e52533cf3aa728c43f4f1-2720x2109.jpg?auto=format) ## Designing for Emerging AI Capabilities To push the vision forward, we prototyped advanced AI-powered product features—like auto-generating A/B tests and recommending next steps to improve performance—demonstrating how Dash could become a proactive growth engine for small businesses. ![Black to blue gradient](https://cdn.sanity.io/images/abes57fd/production/aa4e7274af1c80dea33e52533cf3aa728c43f4f1-2720x2109.jpg?auto=format) ## Takeaways for your next project ### Small interactions build big trust. Using expressive visual cues and micro-interactions go a long way in building trust—especially when users are new to AI. ### Prototype the future early. If you’re introducing new or unfamiliar tech, showing a future version—even if it’s speculative—can accelerate belief both internally and externally. ## Want to see more work? 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Brand Strategy - Visual identity ![Hand touching a yellow fabric with a bead of water on it](/.netlify/images?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fabes57fd%2Fproduction%2F2bc278ce57b2fe39ecbdf722d946523a4545816d-2720x1200.png%3Frect%3D760%2C0%2C1200%2C1200%26w%3D1060%26h%3D1060%26auto%3Dformat&w=1060&h=1060&fit=cover&dpl=6a63a3383ffa7000085aaab1) [Weev](/work/weev) Digitizing the footwear creation process - Web design - Product strategy ![Smartphone displaying an AVEVA social media ad about building a digital twin, with additional ad variations shown in the background.](/.netlify/images?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fabes57fd%2Fproduction%2F2206e1fe74f31b8a21c04cb6cfcf781f64d57c0c-1060x1060.jpg%3Fw%3D1060%26h%3D1060%26auto%3Dformat&w=1060&h=1060&fit=cover&dpl=6a63a3383ffa7000085aaab1) [AVEVA](/work/aveva) Lead with trust, not just tech - Web design - Ad creative ![Laptop showing an Axiom lawyer profile with testimonial quote, ratings, and industry experience summaries.](/.netlify/images?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fabes57fd%2Fproduction%2F765c0f04330cc7602f3369345555081ff675e488-1060x1060.jpg%3Fw%3D1060%26h%3D1060%26auto%3Dformat&w=1060&h=1060&fit=cover&dpl=6a63a3383ffa7000085aaab1) [Axiom](/work/axiom) Defining a product vision based on proactivity - 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Big idea, small question, or something in between—we’re always up for a good chat about design, technology, and what’s next.