CLICS makes AI-powered hair color systems for salons. They were in serious acquisition conversations. And they couldn't decide if they were a tech company or a beauty company. That tension was showing up everywhere. The materials didn't match the ambition. In rooms where perception is everything, that gap is expensive.
I identified the disconnect and built a brand system that answered the question they hadn't figured out how to ask. By the end the brand knew what it was. And it looked the part.
The investor decks were technical. Too technical for a room full of people looking for a story. I rebuilt every slide for capital raises and partner meetings. Simplified the narrative, sharpened the positioning, made the technology feel inevitable instead of complicated. These decks needed to close rooms, not just fill them.
