As Creative Director at VisionAI, I led a multidisciplinary team of in-house designers and illustrators, alongside external agencies and freelancers — shaping every touchpoint of a brand in motion.

When we began, VisionAI was another B2B SaaS product in a sea of light, optimistic, mostly blue landing pages, conference booths with logos printed on walls.

We made it unforgettable.

Through interviews and research with VisionAI's earliest customers, we uncovered something worth building around: the independent merchant, striving to compete in a space that wasn't built for them. That insight became the foundation of a brand story — Setting the Independent Merchant Free — and from it, a visual world with depth and conviction.

The results followed. VisionAI closed enterprise deals, strengthened its employer brand across Germany and the UK, and attracted investors — raising approximately $10M in venture capital.