Location: San Francisco, United States

Deliverables: Brand Strategy & Visual Identity | Web Design & Framer-Built Landing Page | AI-Generated Imagery

Tools: Figma, Framer, Sora, ChatGPT, Adobe Creative Suite

Subtext is an AI-powered customer research platform designed to help product teams and founders uncover meaningful insight so they can make decisions at scale.

As a system designed to accelerate complex research workflows with AI while maintaining a strong focus on user experience, Subtext needed a clear and credible way to communicate its offering, balancing intelligence and human nuance without overselling the technology. This clarity played an important role in its marketing and sales efforts.

Subtext supports two distinct use cases: operating as an external research partner using the platform to deliver insights, and functioning as a SaaS product that enables internal teams to run their own research. The brand and website needed to support both models while remaining clear and cohesive.

We began with a visual identity workshop to clarify positioning, audience expectations, and long-term direction. While the founder already had a strong instinct for the brand’s visual direction, the workshop helped refine key details and explore alternative approaches before aligning on a clear and appropriate outcome.

From this foundation, we developed a refined visual identity that balances technical credibility with warmth, positioning Subtext as an intelligent yet human-centred research partner. The brand system was intentionally understated, moving away from generic AI aesthetics in favour of calm confidence and clarity.

The website was then designed and built to articulate Subtext’s value across both offerings. Through considered hierarchy, focused copy, and a conversion-aware UX flow, the experience guides users from initial understanding to booking a demo. The result is a cohesive brand and web presence that reflects the founder’s vision, reinforces credibility, and supports future growth.