Jounce
I partnered with Jounce, an early-stage AI company, to build their brand from the ground up. A process that helped set the foundation for their recent $20M acquisition by Red Hat, an IBM company.
Jounce develops tailored AI solutions by focusing on real business goals, budget and workflows rather than pushing off-the-shelf models. Together with the founders I translated this unique positioning into a complete brand identity system that makes their offering both approachable and compelling.
The Concept: Accelerated Clarity
Through direct collaboration with the three founders and a deep dive into the AI market landscape we identified a clear tension. While most AI companies leaned into technical complexity, Jounce was doing the opposite. They led with clarity, understanding each company’s actual needs, and then accelerated performance through mathematical refinement and model optimization.
This dual value led to the brand’s core concept: Accelerated Clarity. The promise of fast high-performing AI that remains clear, approachable and grounded in the client’s reality.
Deliverables
I delivered a full visual identity system including:
- Logo and logomark
- Color palette and typography
- Brandbook with guidelines and rationale
- Business assets (business cards, t-shirts, pins, bottles, billboard)
- A comprehensive presentation deck used for client meetings and investor discussions
The deck became a key storytelling tool, helping Jounce communicate their vision in high-stakes conversations — including those that ultimately led to their acquisition.
Process Highlights
I worked closely with Jounce’s founders throughout the process which shaped both the outcome and the journey. Early on we realized the need to articulate Jounce’s technological strength without falling into the trap of dense abstract messaging. That led to a design process that emphasized openness and collaboration.
One pivotal moment was the decision around brand color. After exploring multiple directions we chose a teal-based palette complemented by a bright yellow accent. A choice that captured both the brand’s technical edge and its refreshing clarity. It was a shared “aha” moment between me and the founders that helped align everyone on the emotional tone of the brand.
The Logo Journey
The logo process was intentionally transparent. I presented five options over two rounds. The first three sparked good discussion but felt off-market. In round two I brought two more: a stylized “J” representing acceleration and a rocketship concept (a request from the founders). While the rocketship felt more generic it helped clarify what the team really valued. Originality rooted in strategy. They ultimately chose the “J” mark which reflected both the brand concept and the name.
This phase taught me how important it was for the founders to see the evolution of the work, not just the results. Once I opened up my process and showed the thinking behind each iteration the trust between us deepened and so did the creative outcomes.
Visual Language
- Typography: We used Duplet, a modern sans-serif typeface, for its clean structure and subtly tech-forward character
- Color palette: Teal primary with a bright yellow accent, balancing clarity, trust and energy
- Graphics: The system features intersecting upward lines, a visual metaphor for speed and transparency. These lines express the two sides of Jounce’s work. Accelerating models and clarifying complexity
Before & After
Before our work together Jounce had a homemade logo and a basic blue-purple palette that lacked cohesion or narrative. There was no brand system, just a few scattered visuals. After our collaboration they walked away with a professional identity that told their story visually and strategically. More importantly, they gained clarity about their own voice and direction. Something that resonated deeply in conversations with partners, clients and investors.
Presentation Deck
Jounce’s identity was built around the idea of “Accelerated Clarity,” a concept shaped through direct collaboration with the founders. By balancing the speed and precision of their AI solutions with a clear and approachable voice, the brand stood apart from the overly complex tone of typical AI companies.
The brand system, including the logo, identity, and a comprehensive investor deck, gave Jounce the tools to tell their story with confidence. The deck became a central asset in their client and investor conversations, supporting the relationships that ultimately led to their 20 million dollar acquisition.
