For more than ten years, Moze has designed and developed digital products alongside technical founders, CTOs, and engineering teams. We speak the same language as the people who build software and know how to navigate complex domains. When we work on a brand, we start with a practical understanding of the product, its technology, and the people who created it.
Over the years, we have helped tech companies including Cyberwave, Exein, Aindo, and many others build and evolve their brands.
Through our Brand Sprint, we help tech companies that have already built a good product and acquired customers turn that maturity into a distinctive, memorable, and professional visual identity. A focused 4–6 week process that gives the brand the same quality as the product and helps it build a stronger relationship with its audience.
When the brand no longer reflects the product
Many tech companies grow organically. At first, what matters most is the technology, the features, and the ability to solve a problem well. The website, logo, and communication take shape one step at a time, often directly through the work of the founders.
Meanwhile, the product improves, the first important customers arrive, the team grows, and the company enters a different phase. But the brand is left behind. It does not make the quality of the technology visible, does not distinguish the company clearly enough, and requires too much explanation to convince people who do not know it yet.
This is where design becomes a strategic lever. Not to decorate what already exists, but to help the market recognize its value. Even younger or less established competitors can appear more credible when they communicate with greater clarity and personality.
An identity that lives up to the technology
People who have built a good product know its value. The challenge is making that value clear before a demo, a sales call, or a software trial.
A clearer, more recognizable identity helps a company:
- present itself with the maturity its product has reached;
- stand out in a market where many solutions look alike;
- make complex technology understandable and desirable;
- build credibility with customers, partners, investors, and talent;
- support sales conversations that are less focused on price;
- create a consistent foundation for its website, presentations, and digital product.
A brand cannot replace a good product or guarantee growth on its own. It can, however, narrow the gap between the value a company has built and the value the market perceives, creating better conditions for awareness, customer acquisition, and a stronger position.
What is the Moze Brand Sprint?
The Brand Sprint is a process we have developed through more than ten years of working with digital products and technical founders. It brings together principles from Jeremiah Gardner’s The Lean Brand and the Google Ventures Design Sprint in a focused process designed for tech companies.
We work with founders and key people in the company to turn its vision, product, and expertise into a concrete visual system. Through co-design sessions, we clarify its goals, the personality the brand needs to express, and how it wants to be recognized. We review the visual landscape of its competitors to avoid similarities and identify a distinctive territory. We then turn what we learn into visual directions, real applications, and practical guidelines.
The core process takes 4–6 weeks. When it includes additional work such as tone of voice or an initial Design System, it can extend to 8 weeks.
How it works
1. We understand the company, product, and goals
We begin with working sessions involving the founders and the people who know the product, technology, and market best. Together, we identify what makes the company credible, what it wants to become, and the gap between its current identity and future ambition.
2. We explore a distinctive visual direction
We study the competitive landscape from a visual perspective and quickly develop identity hypotheses. We evaluate them through moodboards and concrete applications, so decisions do not depend on abstract ideas or personal taste.
3. We design and refine the identity
The chosen direction becomes a system: logotype, colors, typography, graphic elements, and composition principles. We review and refine the work through regular calls, using fast, visible iterations.
4. We deliver a brand that is ready to use
We collect the elements in a visual identity manual and show the brand in action through relevant applications. We usually include an initial website hero as well, making it possible to see how identity and messaging work together in a real touchpoint.
It is the same lean, practical approach we describe in From backlog to branding: same story, same sprint.
What a Brand Sprint includes
The scope is adapted to the company’s maturity and the tools it needs to use immediately. The core process generally includes:
- co-design sessions with founders and key people;
- a visual review of the main competitors;
- moodboards and identity directions;
- logo design or redesign;
- color palette and typographic system;
- graphic elements and composition principles;
- example brand applications;
- a proposed website hero;
- a visual identity manual.
Naming, market research, user interviews, photography, and copywriting are not normally part of the core process. When they are needed, we define a broader project with the client or collaborate with the specialists already working with their team.
Branding for people who build technology
Moze is not a generalist branding agency. We are designers and developers used to working with software, infrastructure, artificial intelligence, cybersecurity, SaaS products, and B2B platforms.
This changes the way we approach identity. We know how to work with founders, CTOs, and technical teams, enter complex domains quickly, and identify which aspects of the technology truly matter to the audience. We do not have to simplify the product until it becomes generic: we can understand it deeply enough to represent it clearly.
We design the brand as a digital system, not a collection of static assets. It must work on a website, in a presentation, during a demo, and—when the project continues—inside the product interface.
From brand to website and product
The Brand Sprint can end with the identity manual or become the starting point for a broader engagement.
We can apply the new visual system to the website, taking care of UX/UI design and front-end development. We can also bring it into the product through a Design System, Figma components, and coded components, working alongside the internal technical team.
Brand, website, and product do not necessarily have to be created at the same time. They do, however, need to speak the same language. Designing the identity as a system from the start makes it easier to extend when the company is ready.
Branding projects for tech companies
We have worked with founders and technical teams across artificial intelligence, cybersecurity, software infrastructure, ecommerce, and data. In some cases, the Brand Sprint supported a fundraising round; in others, it helped an established company present itself more clearly to a new market.
Filippo Conforti CEO, Commerce Layer
Davide Cevoli Co-founder & Chief Design Officer, Springa
Gianni Cuozzo Founder & CEO, Exein
Vittorio Banfi Co-founder & CEO, Botsociety
Daniele Panfilo CEO & Co-founder, Aindo
Brand Sprint FAQs
What kind of companies is it designed for?
Tech companies that have already built a product and acquired customers, but whose identity does not yet communicate the quality, maturity, or ambition they have achieved. We mainly work with companies led by technical founders, operating in B2B markets and complex technology domains.
Is it only for startups?
No. We work with startups, scaleups, and technology companies that have been operating for many years. The criterion is not the age of the company but the stage it is going through: the product is solid, the market exists, and the brand needs to become a more effective tool for awareness and growth.
Do we need to have raised funding?
No. A fundraising round can create the right moment to rethink the identity, but it is not a requirement. Many companies grow with their own resources and choose to invest in design when they need to enter new markets, win larger customers, or compete with companies that present themselves more effectively.
When is the right time for a Brand Sprint?
When the company is no longer starting from zero and the product has already demonstrated its value, but the brand does not reflect it. This can happen during fundraising, before launching a new website, when entering the enterprise market, during expansion, or when an identity built over the years no longer represents the company.
How long does it take?
A Brand Sprint focused on visual identity and the brand manual generally takes 4–6 weeks. If the project also includes tone of voice, a website, or an initial Design System, it can take up to 8 weeks or continue through additional sprints.
Who needs to participate?
The founders and key people who know the technology, product, customers, and company goals best. Their involvement is especially important during the initial sessions and when selecting and refining the visual direction.
Is the logo included?
Usually, yes. Depending on the quality and recognition of the existing identity, we can design a new logo or work with the current one. The decision is made in the context of the overall system, not as an isolated exercise.
Do you also provide naming, copywriting, and tone of voice?
Not in the core process. The Brand Sprint focuses on visual identity. Naming, copywriting, and tone of voice can be added when the project requires them or developed with the marketing partners and specialists already involved with the company.
Do you also design and develop the website?
Yes. After the Brand Sprint, we can design and develop the new website, applying the identity to its content, UX, and interface. The website is an extension of the process and is defined with a dedicated scope, timeline, and budget.
Can you apply the brand to the software product as well?
Yes. We can translate the identity into a product Design System, design the UX/UI, and develop front-end components with the technical team. This is one of the advantages of working with a single partner across brand, product, and technology.
How much does a Brand Sprint cost?
The investment generally starts at €12,000–15,000 and increases according to the deliverables required and the complexity of the project. Website, tone of voice, and Design System work are estimated as extensions to the core process.
What results can it deliver?
A more distinctive, professional identity helps the company present itself with greater credibility, make the product more recognizable, and communicate its value more effectively. This can support customer acquisition, increase perceived quality, and reduce pressure on pricing. The outcome also depends on the quality of the product, the company’s positioning, and its sales capabilities.