Brand and product design for AI companies

heartbeat helps AI teams turn a complex product into a clear story and a distinctive identity, then carry that direction into the website and product. We start with the company, the people it serves and what has changed - so the work fits the next stage of the business.

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GovEagle, an AI platform for government contractors, had outgrown its brand and website. We refreshed the identity, designed and built the website, and created marketing materials and tools their team could keep using.

A fast-paced collaboration with Corti’s design team - shaping and expressing their evolving vision across brand, product, marketing, and motion in just a month.

An end-to-end redesign for an AI feedback analytics platform used by DHL, FlixBus, and Lufthansa - from identity to product, rebuilt to match the precision of their thinking.

The goal: relaunch fast with a new brand and keep evolving from there. We handled everything inhouse - from brand and UI to motion and build.

The product has moved on

Your product now solves a broader problem, but the name, website or sales story still describes its first version. The work starts with what has changed for the company and its buyers.

A different buyer

You are moving into longer sales conversations with more people involved. The brand needs a character that fits that audience, and the website needs to explain the product with relevant evidence.

A fragmented brand

The website, product and sales materials have developed in different directions. Your team needs a shared visual language and examples it can use as the product grows.

Decisions in practice

GovEagle

A broader product story

GovEagle connects opportunity discovery, proposals and delivery for government contractors. Its earlier brand still suggested a narrower proposal-writing tool. We refreshed the identity and website around how knowledge moves through that work, then prepared brand context and marketing tools the team could keep using.

Caplena

From product work to a shared identity

For the Swiss AI feedback analytics platform, the work began with a UI kit, a new product direction and improvements to the existing experience. It expanded into identity, marketing and trade-show materials. The system is live, and Caplena extends it internally.

Emhance

A name for the next stage

Sensemitter had raised investment and signed its first gaming studio clients. We developed the name Emhance - emotion plus enhance - and an identity that works across investor decks, studio pitches and product UI, followed by the website.

Bring your current product, website and the questions buyers keep asking. We use that context to decide what needs to change and what is worth keeping. See how we work.

Decisions before the next stage

How to choose the scope of a brand change and give your team a direction it can keep using.

When your product has changed but your brand story has not

Decide whether your B2B product needs clearer messaging, a brand identity update, or product design work. With examples from Similar.ai, Emhance, and RogerHR.