Neurala was preparing to launch Brain Builder — a SaaS platform that made AI model training accessible to non-technical users. The challenge was a classic one for deep tech startups: genuinely innovative technology, but positioning that didn't yet communicate its value to buyers unfamiliar with AI.

My role

  • Sole brand strategist and creative lead for a first-of-kind AI SaaS launch.

  • Developed positioning, visual language and brand system from the ground up.

  • Built for scale — the system was designed to hand off cleanly to a growing team.

Impact

Brain Builder launched as a credible, accessible enterprise tool. Within a year, Neurala doubled its customer base — with the brand system providing a scalable foundation for continued growth.

Brand Style Guide, v1

Before any creative work began, I established foundational brand standards to ensure every customer touchpoint communicated a consistent identity — built to scale with the company's rapid growth.

Design document showing logo usage guidelines, color palette, and font information for a brand called Neurala, including logo variations and color specifications.
Design document showing logo usage guidelines, color palette, and font information for a brand called Neurala, including logo variations and color specifications.

Illustration System

AI training is conceptually complex. I developed a visual language that made Neurala's technology intuitive for non-technical buyers — turning abstract processes into consistent narratives across sales, marketing, and conference channels. This system gave the team a unified toolkit rather than one-off creative solutions.

A diagram showing four octagonal traffic signs on vertical poles. The second and third signs are missing, with '?', and the other two signs are labeled 'STOP SIGN' and an unknown sign. The third sign has a light blue shaded area indicating a turn signal. Below the signs, there's a speech icon.
Diagram showing three cityscapes with buildings, each featuring an airplane icon and labeled 'L-DNN Powered' with a lightning bolt symbol above.

Sales Deck

The sales team needed a tool they could adapt without breaking brand. I built a modular presentation framework that simplified AI prototyping into a clear buyer narrative — enabling consistent positioning across every client conversation.

Brain Builder Landing Page

The launch page had one job: convert curiosity into trial sign-ups. I directed the content strategy and UX approach — leading with ease-of-use and real user scenarios rather than technical specs — to lower the barrier for non-technical buyers and drive demo engagement.

Website homepage for Brain Builder, a data annotation and project management tool. Features sections on AI-assisted video annotation, an intuitive interface, and project dashboard analytics. Includes images of a person in a hard hat, a wind turbine, and a project tagging interface.