VERTA - 2022
Simplified AI Model Delivery & Operations Platform at Scale
Verta provides model management and operations solutions for the entire AI & ML model lifecycle, from experiment tracking and production registry to deployment, inference & serving, and monitoring.
I joined the company during their initial seed round, and as the first visual designer. Verta needed to portray itself as a more friendly, knowledgeable, and forward-looking solution to the chaotic mess of quick fixes the competitive landscape was cooking up.
I worked directly with the founder & other leadership to rebuild Verta’s brand and website from the ground up.
Wearing multiple hats to ensure we reach our marketing and sales goals, I’ve been able to act as our project manager, creative director, and visual designer all at once.
Fast forward 2 years, and we’re now exploring a whole new take on the Verta brand.
Branding
Our company’s promise was delivering artificial intelligence models at scale. I workshopped with company founders to bootstrap a visual branding approach that would differentiate us from our competition and leave our outdated visual branding behind.
My Role
Visual Brand Identity, Brand Guidelines, Iconography
Credits
Manasi Vartak – Verta Founder, Rory King – VP Sales, Michael Butt – Marketing Lead, Andy Reese – Copywriter
Website
When I joined the company, there was an outdated website without a content or conversion strategy. Working with our copywriter and demand generation team, we completely overhauled our web presence—starting with the entire marketing site.
My Role
Visual Identity, Brand Guidelines, Iconography
Credits
Andy Reese – Copywriter, Steven Zimmer, Brian Cortright – Developers
Before
After
Demand Generation
Verta is a company targeting a highly technical audience, we needed to swiftly capture attention while conveying in-depth product capabilities.
I play a pivotal role in crafting advertising and video content that speak directly to our technical personas, grabs attention instantly, and provides comprehensive context to our product.
On top of producing all the storyboards and visuals, I worked directly with our motion graphics agency to handle all project management and delivery.
In addition to designing and determining testing criteria, I also oversaw our Google Tag Manager, Google Analytics and Hotjar dashboards and reporting.
Product Marketing
Our product was absent of any visual branding experience, other than some of our primary colors. I worked with our product team to develop empty states and other onboarding flows accompanied by custom illustrations.
Email Templates
To ensure our team could handle everything from support emails, customer newsletters, user onboarding, and GTM campaigns—I created a robust email template in HubSpot that would enable marketers to easily drag-and-drop components and style text with a click.