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Instant Agents are the AI characters that power the platform. Each one specializes in a different part of the retention marketing workflow, from writing copy to analyzing data to sending campaigns. They are always working, always learning, and always acting in service of one goal: growing revenue for the brands that use Instant.
Visually, agents are designed to feel approachable, distinct, and unmistakably Instant. They are not abstract icons or generic AI avatars. They have personality, presence, and a clear visual identity that ties them directly to the brand.
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Every agent shares the same core visual language. They are rendered in Core Green, taking the most recognizable color in the Instant palette and giving it a physical, character-driven form. Each agent has a unique shape that reflects its personality and role, but all seven feel like they belong to the same family.
Agents are designed to look like stickers. A clean white border traces the edge of each form, and a soft drop shadow lifts them off whatever surface they sit on. This treatment gives them a tactile, physical quality that makes them feel present and alive rather than flat and digital. The sticker aesthetic also makes them highly versatile across surfaces, from website pages to social content to printed materials.
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Text Highlight
The green text highlight (#D6FF89) is the primary way emphasis is added within the Agents system. A solid Core Green rectangle sits behind key phrases, drawing the eye immediately to the most important part of the message. It is used on one phrase per headline, never more.
Minimal Design
The Agents system is built on restraint. White backgrounds, clean layouts, and generous spacing let the agents and the product do the talking. Supporting visuals like product photography and brand imagery are used dynamically, paired with their respective agents interacting directly.
Each agent has a name, a distinct form, and a specific role within the Instant platform. Always use the correct agent for the correct context. Never swap agent forms between roles or use an agent in a context that doesn't reflect its purpose.
Strategist
The Strategist is the thinking agent, always analyzing goals and making decisions about what to send, when, and to whom, always planning and optimizing.
Builder
The Builder puts the plan into action, assembling the campaigns and automations that drive revenue, constructing email flows and sequences.
Designer
The Designer ensures every email looks as good as it performs, handling the visual side of every campaign.
Analyst
The Analyst turns data into decisions, always measuring what matters, tracking performance and surfaces insights.
Connector
The Connector keeps everything talking to everything else, pulling in the right data at the right time, managing the store integrations and data pipelines.
Copywriter
The Copywriter is always on, always generating, always optimizing for conversion, writes every subject line, every body copy block and CTA.
Sender
The Sender ensures every campaign reaches the right inbox at exactly the right moment, managing scheduling, delivery and send frequency.
Analyst
Tracks performance and surfaces insights. The Analyst turns data into decisions, always measuring what matters.
Each agent comes with its own set of associated tool icons drawn from the Phosphor icon library. These tools appear alongside the agent to show it actively working within the Instant platform, interacting with the email builder, the campaign flow, or the page it is operating on.
Tool icons are always shown in the same style as the rest of the Instant icon system, rendered in Instant Black on light backgrounds. They sit near the agent form, slightly overlapping or offset, to create a sense of the agent reaching for its tools and getting to work.
Agents are used across the Instant brand to bring the product's AI capabilities to life in a visual and approachable way. They appear on the website, in marketing materials, in product UI, and in social content. In every context they serve the same purpose: to make the intelligence behind Instant feel tangible, specific, and human.
Agents always appear in their Core Green sticker form with the white border and drop shadow. Never recolor an agent, never remove the border, and never place an agent on a background where the green cannot be clearly seen.
Agents work best when they are shown doing something. Pair them with product UI, tool icons, or campaign content to show them actively working. A floating agent with no context is less powerful than an agent caught in the act of building, writing, or analyzing.
Agents can appear at a range of sizes but should never be reproduced so small that the facial detail is lost. The two dot eyes are the most distinctive feature of every agent and should always be clearly visible.
The Strategist Agent planning a campaign
The Designer and Copywriter Agents assembling an Email
Agents are designed to feel alive. Their look is playful and smart, with just enough character to feel like a team you would actually want working for you. They are not serious enterprise software mascots. They are fast, capable, a little bit fun, and always getting things done.
Motion is central to bringing agents to life. Each agent has a set of motion behaviors that will be added to this guide as they are produced. These include:
Tool motion
When animating agents, bringing the tool to life alongside them is one of the most effective ways to communicate what the agent is doing. A hammer that rotates as it hammers, a cursor that clicks, a pencil that writes. It is not always necessary, but when it is applied it adds a layer of clarity and personality that makes the agent feel genuinely at work rather than just present in the layout.
Looking around
Agents occasionally glance left or right, as if checking on the work happening around them. This behavior reinforces the idea that agents are active and attentive, always aware of what is happening in the campaign or flow they are working on.
Call to action
Specific motion behavior where an agent gestures or reacts in a way that draws attention to a nearby call to action, most commonly a "Book a demo!" button. This interaction makes the CTA feel like a recommendation from the agent rather than a generic button, adding warmth and personality to a conversion moment.
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Last Updated April 2026 © Instant
