Client:
perfcycle.ai
Type:
Brand identity
Strategy
Creative Direction
Web Design
Motion Design
Video Production
Campaign Development
Paid Media / Advertising
About:
perfcycle helps people communicate their value—fast.
We rebuilt the brand story and the site to move visitors from promise → proof → action with less telling and more showing: verb-first language, live product loops, and soft-commit demos that turn curiosity into use.
Above images are from the brand rebuild. Below are notes on the visual overhaul of the app (IP).
Challenge
The live experience was over-explaining a product built to save time. Dense paragraphs, stacked sections, and startup jargon buried the core truth: perfcycle is the simplest way to translate daily work into visible impact.
Our challenge was to design a digital system that felt as efficient as the product itself.
Strategy
Five rules:
-
Verb-first, human copy. Speak like a person showing the product, not a script.
-
Show, don’t sell. Replace paragraphs with 10-second loops and inline demos.
-
Fewer, stronger sections. Promise → proof → action, nothing in between.
-
Glanceable content. Short sentences, max four bullets, no jargon.
-
Soft commits. Let users try with sample notes or send results to themselves—no forced signup.
These decisions were guided by the perfcycle voice system: clear. confident. warm. precise. human. And informed by an identity comprised of precision, gravitas, approachability, wonder, and momentum.
Typography and color stay monochrome, with subtle accent motion.
Privacy is stated in plain language: private by design. files are deleted after processing.
perfcycle’s internal benchmarks became part of the story:
-
8+ hours saved per employee per month
-
78% improvement in documentation quality
-
90% increase in visibility into team performance
Each data point pairs with lived experience: clarity, speed, proof.
Outcome (IP, TBD)
Our hope is that the new perfcycle experience replaces persuasion with evidence. Visitors land, see the loop, try sample notes, and understand in seconds. Teams see workflows in motion. Managers see impact. The brand sounds the same everywhere—short over long, clear over clever—
and feels like the product: calm, immediate, self-evident.
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