Embedded Files
Client
Synapse AI
Industry
Artificial Intelligence SaaS
Service focus
Visual Identity & Messaging
Website
Synapse.ai
The challenge
Synapse AI developed a powerful, proprietary machine learning model that provided predictive analytics for the industrial sector. The core problem was two-fold:
Brand Ambiguity: The existing visual identity was generic, failing to reflect the sophistication or future-forward nature of the platform. It looked like a side project, not a serious enterprise tool.
Messaging Barrier: Their communication was trapped in technical jargon ("stochastic gradient descent," "tensor flow"), making it inaccessible to the executive-level decision-makers who controlled the budget. They needed to sell the benefit (predictive maintenance) not the code.
They needed a cohesive brand foundation to attract high-value clients and secure critical Series A funding.
The solution
Our engagement focused on creating a brand identity that communicated trust, intelligence, and accessibility—traits essential for selling complex AI products.
Phase I: Brand Strategy & Narrative
We conducted a series of workshops with the Synapse leadership team to shift the focus from how the AI works to what problems it solves.
Core Deliverable: Development of a simplified Message Framework centered around the value proposition: "Turning raw data into profitable foresight."
Target Audience: Defined messaging specific to engineers (technical proof) and CEOs (financial impact).
Phase II: Visual Identity System
We designed a visual identity that felt premium and stable, avoiding common "AI clichés" (like glowing blue lines).
Logo & Wordmark: A clean, geometric logo that suggested interconnectedness and reliable structure.
Colour Palette: Shifted from cold blues to a sophisticated palette of deep navy, charcoal, and a strategic use of copper to denote precision and high value.
Design System: Created a library of data visualisation elements that were clean, intuitive, and consistent across the platform interface and marketing collateral.
Over $5M in seed funding secured post rebrand
"We knew the technology was powerful, but we couldn't articulate why it mattered. Ballard gave us the clarity and confidence to talk to investors and customers alike."
— Dr. Anya Sharma, CEO, Synapse AI
The result: Investor confidence and market readiness
The streamlined brand and clear messaging had an immediate and measurable impact on their readiness for growth:
We conducted a series of workshops with the Synapse leadership team to shift the focus from how the AI works to what problems it solves.
Before engagement:
Investor Confidence: High skepticism, requesting more clarity on value
Website Bounce Rate: 68% due to high jargon and confusion
Sales Cycle Duration: 9 months with slow executive buy-in
Team Alignment: Low deriving from internal disagreement on product focus
After engagement:
Investor Confidence: Successfully closed $5 Million Seed Round
Website Bounce Rate: 42% with clear value props and CTAs
Sales Cycle Duration: Reduced by 3 months due to clear executive pitch deck
Team Alignment: High due to a singleingle source of truth in the Brand Book
Client feedback
"Before Ballard stepped in, our core technology was lost in technical jargon. Their team didn't just design a new logo; they helped us build a clear, intelligent narrative that unlocked our potential. The difference was immediate: their new investor deck and messaging framework allowed us to articulate our complex value proposition simply and confidently, directly enabling us to secure the vital $5 million in seed funding we needed to scale. It was a strategic partnership that paid instant dividends."
— Dr. Anya Sharma, CEO, Synapse AIGoogle Sites
Report abuse