For more than ten years we have designed and built digital products alongside technical founders, CTOs and engineering teams. When we work on a brand we start from concrete knowledge of the product, the technology and the people who made them.
Over the years we have worked with tech companies such as Cyberwave, Exein and Aindo — among others — on building and evolving their brand.
The Brand Sprint helps tech companies that already have a good product and real customers turn that maturity into a distinctive, professional visual identity. A focused engagement, usually four to six weeks, to bring the brand up to the level of the product.
When the brand falls behind the product
Many tech companies grow organically: at the start what counts is the technology, the features and the ability to solve a problem. Site, logo and communication arrive one piece at a time, often from the founders' own hands.
Then the product improves, important customers arrive, the team grows — and the identity no longer communicates the quality reached. It takes too much explaining, and it sets the company apart too little in a market where many solutions look alike.
That is the moment when rethinking the brand makes sense: to help the market recognise the value already built, before a demo, a sales call or a trial of the software.
If the main need is a website or an ecommerce or design for B2B software, we start there. The Brand Sprint remains the engagement dedicated to identity.
What the Brand Sprint is
The Brand Sprint is a process we built through long work with digital products and technical founders. It brings together principles of lean branding and of the Design Sprint into a focused engagement, made for tech companies.
We work with founders and key people to turn vision, product and expertise into a concrete visual system: goals and personality, a territory that stands apart from competitors, graphic directions, real applications and guidelines that can actually be used.
The base engagement runs four to six weeks. Where it includes tone of voice, a first design system or other extensions, it can reach around eight weeks or continue into further sprints.
How it works
1. We understand the company, the product and the goals
Sessions with founders and the people who know the product, the technology and the market. We surface what makes the company credible, what it wants to become, and the gap between the identity it has and the ambition it holds.
2. We explore a visual direction
We look at the competitive context and build identity hypotheses quickly. We assess them with moodboards and concrete applications, so the choices never stay abstract.
3. We design and refine the system
The chosen direction becomes a logotype (new or revised), colours, typography, graphic elements and composition rules, with fast iterations in refinement calls.
4. We hand over a brand ready to use
A visual identity manual and the applications that matter. We usually include a first hero for the site as well, to see how identity and message work together in a real touchpoint.
It is the same concrete approach we describe in From backlog to branding: same story, same sprint.
What it includes
The scope adapts to the maturity of the company. The base engagement usually covers:
- co-design sessions with founders and key people
- a visual survey of the main competitors
- moodboards and identity directions
- design or revision of the logo
- colour palette and typographic system
- graphic elements and composition principles
- example applications of the brand
- a proposed hero for the site
- a visual identity manual
Naming, market research, user interviews, photography and copywriting are not normally part of the base. Where they are needed, we define them as an extension, or together with the skills already present in the client's team.
Branding with the people who build the technology
We are a studio of designers and developers used to software, infrastructure, artificial intelligence, cybersecurity, SaaS and B2B platforms.
We know how to talk to founders, CTOs and engineering teams, how to enter complex domains and work out which aspects of the technology matter to the audience. We design the brand as a digital system: it has to work on a website, in a presentation, in a demo and — where the engagement continues — in the product interface too.
From the brand to the site and the product
The Brand Sprint can end with the manual, or become the starting point of something wider.
We can apply the system to the website, taking on UX/UI and front-end development. We can carry it into the product with a design system, Figma components and components in code, alongside the engineering team — continuing the work described in UX/UI for B2B software.
Brand, site and product do not have to be born together. They do have to speak the same language.
Branding projects for tech companies
Cyberwave — A platform for AI-powered robots
A Physical AI startup orchestrating robots from different vendors in complex environments, which started with €7 million in funding. The product was moving faster than the brand: we built an identity from scratch, able to carry the ambition of the platform from day one.
Aindo — AI to accelerate clinical trials
Born out of SISSA in Trieste, Aindo generates synthetic data that lets the healthcare sector work on sensitive information without exposing it. After the 2023 rebranding it came back to us to evolve identity and site towards a more mature, more authoritative positioning.
rev.ng — Next-gen decompiler
A reverse engineering company set on changing the way its field approaches the problem. We created the brand identity, designed and built the website, and designed the interface of rev.ng Hub, their web platform for reverse engineering.
WordLift — An AI-powered SEO platform
An SEO platform built on knowledge graphs, used by players such as Airbnb, Ray-Ban and Ferrari. For its repositioning towards the enterprise segment we rethought the visual identity entirely and built the new website.
Gianni Cuozzo Founder & CEO, Exein
Daniele Panfilo CEO & Co-founder, Aindo
Filippo Conforti CEO, Commerce Layer
Frequently asked questions
Who is it for?
For tech companies with a real product and real customers, whose identity does not yet communicate quality, maturity or ambition. We work mostly with companies led by technical founders, often in B2B markets and complex domains — startups, scaleups and more established organisations.
When is the right moment?
When the product has proven its value and the brand does not reflect it: before a new site, during expansion, moving towards enterprise customers, during a fundraise, or when an identity built up over the years no longer represents the company. A fundraise can be the moment; it is not a requirement.
How long does it take?
Four to six weeks for the visual identity and the brand manual. With tone of voice, a site or a first design system it can reach around eight weeks, or continue into further sprints.
Who needs to take part?
Founders and the key people on product, technology, customers and goals. Their contribution matters most in the opening sessions and in the choices of visual direction.
Is the logo included?
Usually yes: a new logo, or a revision of the existing one, depending on the system as a whole.
Do you do naming, copywriting and tone of voice?
Not in the base engagement, which is focused on visual identity. They can be added where they are needed, including alongside marketing partners already involved.
Do you also build the site and the product UI?
Yes, as an extension: a website with its own scope; a design system and front-end components alongside the engineering team, in line with our work on UX/UI for B2B software.
What is the investment?
From roughly €12,000–15,000, depending on deliverables and complexity. Site, tone of voice and design system are estimated as extensions.
Let's talk about your Brand Sprint
If the product is ahead and the brand needs to catch up, we start from the goals, the audience and the tools you will need to use in the months ahead.