Brand and product design for AI companies

We start with the company, the people it serves and what has changed. That understanding shapes a clear story and a distinctive identity for the next stage of the business.

heartbeat works with AI and B2B SaaS teams that need clearer positioning, a brand that reflects the product today, and a shared direction for their website and product experience.

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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.

When to work with heartbeat

The product has moved on
Your AI product has expanded beyond its original use case, but the name, website or sales story still describes its first version.
Buyers need a clearer story
Enterprise buyers struggle to understand what the product does and why it matters to them.
The brand feels fragmented
Your website, product UI and sales materials have developed in different directions.
The change goes beyond a logo
You need a partner who can carry a new brand direction into the website and product experience.
Your team needs usable guidance
You need brand rules and examples for AI-assisted content and design, with people reviewing the output.

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.