Industry
AI
Client
VeroAI
Vero AI helps compliance, risk, and audit teams analyze large volumes of documents to assess compliance, surface gaps, and explain results with evidence.
When we worked together, the company was moving from early traction toward enterprise buyers and needed a clearer story to match the strength of the product. I worked directly with founder Eric Sydell, shaping positioning and messaging to support product understanding, sales conversations, and investor discussions.
Problem
Vero AI’s technology was strong, but the story was difficult to grasp. Buyers struggled to understand what the product did, how it worked, and why it was different from other AI compliance tools.
“We’ll talk to people and they’ll ask questions that clearly demonstrate they have no idea what we’re talking about.”
— Eric Sydell, Founder
Messaging varied by audience, and the website leaned technical before buyers understood the value. This confusion slowed sales, weakened trust, and made it harder to compete against larger, better-funded platforms with clearer positioning.
Approach
Using my 5C Framework, I focused on moving the brand from complexity to confidence through both strategy and execution.
Clarity
Defined who Vero AI is for, the core problem it solves, and why it matters now.
Captivation
Reframed the story around a clear problem-to-solution path so buyers could quickly understand the value.
Contrast
Established a distinct position as an evidence-driven alternative to large, VC-backed platforms.
Create
Translated the strategy into concrete outputs, including messaging, page structure, and visual direction, so the story could be clearly expressed across the website and sales materials.
Cohesion
Aligned language, visuals, and narrative across all touchpoints so Vero AI showed up with one clear, consistent voice everywhere buyers encountered the brand.
This work translated directly into brand and design decisions, including homepage messaging, visual direction, and a clearer product narrative that could be used across the website, demos, and pitch materials.
Results
The work gave Vero AI a clearer, more credible way to show up as they moved toward enterprise buyers. With a stronger story and a more professional visual presence, conversations shifted from confusion to understanding. Sales demos and product discussions became easier to lead, and the website began doing more of the upfront work in explaining what Vero AI does and why it matters.
“Everybody loves the website. It looks super professional. It’s a massive upgrade in terms of look and also messaging from our previous website.”
— Eric Sydell, Founder, Vero AI
With the foundation in place, the team was able to present the product with more confidence across the website, demos, and investor conversations.
