Delivering clarity

Retained in 2019 by Flying Saucer Studio to work on a pre-ChatGPT conversational AI project for their Paris-based SaaS client serving the European enterprise market.

The agency asked us to craft brand strategy, brand architecture, strategic messaging and Web copy.

Clarity on brand positioning for a complicated range of use cases in a complex industry whose key terms were changing year to year (per Gartner).

Reframing their competition through the lens of Jobs-to-Be-Done:

Identifying go-to-market implications of market research insights. 

A simple, centralized branded house architecture for the company based on research-backed best practices for B2B brands, rather than a decentralized house of brands. This saved the client 6 figures in brand-related costs that would have been incurred had they multiplied the number of brand identities to create and manage.

Clear messaging and a strong, succinct headline that foreshadowed what is now unfolding at scale with AI agents... 5 years later:

A separate and more playful visual identity for the affiliated open-source project, per brand architecture recommendations, to appeal to developers and foster their sense of ownership of the open-source project, thanks to the arms-length relationship from the for-profit operations:

Our analysis generated a key insight that was shocking in 2019, but nevertheless a logical conclusion given where the technology was going:

This was a bold statement, practically unthinkable at the time, and was met with healthy skepticism. And yet, 5 years later, virtually anyone can program a Web page or a simple app using AI chatbots like Claude and ChatGPT as a natural language interface to the underlying code.

The client's CEO offered a testimonial after the project wrapped.

He's a former Senior Consultant, Fast Digital Team at Capgemini Consulting.

In the 3 years before that, he had hired 50+ service providers.

Here's what he had to say...

The client was so pleased with the results that they spontaneously paid a significant bonus to the agency at the end of the project, which is a rare thing indeed. ✨