SaaS branding for B2B tech and AI companies

SaaS branding is the work of making a software product easy to understand, trust and remember: a clear category and promise, a logo and visual system that stand out in a crowded market, and a website that explains the product and books demos. I do all three in one scope, so strategy, identity and web are designed together rather than handed between suppliers.

Many SaaS brands look alike: dark interface, gradient, abstract symbol. In a category where buyers compare five similar tabs, a distinct idea and consistent execution is a practical advantage, not decoration.

My offer follows the order in which a SaaS brand gets built. You can buy any step on its own or combine them.

1. 01Positioning and strategy. Category, buyer, promise and proof, written as one sentence your market repeats, plus messaging for the website and sales deck.
2. 02Logo and visual identity. A mark constructed on a grid, tested at 16 pixels and in product, with colour, typography, graphic language and application examples.
3. 03Brand OS. Your guidelines as a live portal on your domain, with assets, templates and an AI brand kit, so marketing, sales and partners stay on-brand. See what a Brand OS is.
4. 04Website. A fast Framer site with clear page structure, SEO and a machine layer so search and AI assistants can read it. See Framer web design.
5. 05Add-ons. AI search visibility, 3D and interactive sections, logo animation and a brand motion kit.

Prices are fixed, agreed before I start and exclude VAT. These are the entry points most SaaS teams ask about:

Brand OS + AI Toolkit is $7,450 and Enterprise starts at $12,500. Bundling a brand package with a Brand OS saves 10 percent. Full details are on the pricing page.

All of these are real projects, with the facts as they appear in the case studies.

• Breach - brand identity for a US B2B AI software company, built to cut through a crowded category. Delivered in 21 days.
• StratoSync - identity, UI/UX and website for a US satellite ISP and VPN provider. The case study reports +52% brand recognition, +41% website conversions and +29% VPN engagement.
• Recruitsome - identity, guidelines and website for a Dutch AI recruitment platform, in 4 weeks. Founder Kevin O. says results were delivered quickly and that assumptions were challenged in a good way.
• Underdog - logo, identity and website for a US platform that helps independent youth sports trainers run their business.

ImpactPilot co-founder Pieter Boon, who worked with me on a SaaS rebrand, wrote: "If you're looking for a real branding specialist for SaaS - he's the real deal."

This is what I see in current SaaS and AI brand work. It is my reading of projects and research, not a market study, and I update it every year.

• Buyers ask AI first. In G2's March 2026 survey of 1,076 B2B software buyers, 51% said they now start research in an AI chatbot more often than in Google. A clear category and consistent facts across your site and profiles matter more than before.
• The default AI look is a liability. Sparkle icons, orbs and gradients make products interchangeable. Brands with one geometric idea stand out.
• Brand systems move into the product. Marketing, sales and product teams now use the same components, so guidelines need to live where people work, not in a PDF.
• Teams create with AI. Without a brand kit, AI-made decks and posts drift off-brand quickly.

I start with a free Brand MRI or a 30-minute call, so I understand where the brand stands. Then I define the positioning, construct the logo and identity, apply them to real materials and codify the system. If the website is in scope, I design and build it in Framer. Typical timelines are 5 days for logo or strategy, 7 to 10 days for an identity and 7 to 14 days for a website or Brand OS.

You have two review points on the identity and a direct line to me throughout. There is no hand-off to a junior team.