Siili's brand required a re-imagination to reflect a sharper, international attitude while not letting go of their hands-on and human approach. A hedgehog provided the perfect incarnation of the company. Soft yet sharp, the hedgehog is easy-going despite having conquered the world. Its spikes became the basis for a new, versatile and playful design language. In addition, an AI-powered tool was built to allow anyone to add spikes to anything, resulting in endless but consistent content.