This project aimed at exploring the possible identity for S Voice in terms of its character and personality. S Voice is a voice based Intelligent Personal Assistant (IPA) and knowledge navigator, which is only available as a built-in application for the Samsung smartphones.The focus would be on entry level market segments i.e. the people who recently acquired smartphones but do not use or haven’t thought of using S Voice because of unfamiliarity with the concept of a voice based intelligent assistant. The main goal here would be to introduce S Voice to them so that it can help them out with daily work by simply using the application of voice.