01
Wrong audience
All messaging and visuals targeted CTOs and tech teams only, completely missing CEOs, CFOs, and investment decision-makers.
Case summary
Reframing an RPA platform for investors and business buyers.
$1.4M
Funds raised
10x
Traffic increase
+40%
Engagement
Sector
RPA · SaaS
Stage
Seed · 2022
HQ
Czech Republic / USA
Timeline
First deliverable to closed Seed round: 7 months
Services delivered
Rebranding · Investor deck · Website · Commercial video · Social media · Copywriting
Investors closed
Earlybird Venture Capital · Tensor Ventures · Bek Ventures · MIBCON · Technologické Inkubace
The challenge
What was holding them back.
- Product was partially built and the team was preparing to raise capital.
- Existing marketing materials were bootstrap-level, outdated, and not investor-grade.
- They needed a lean, senior team that could move fast without big-agency overhead.
Trigger event Fundraising + geographic expansion.
02
Weak brand presence
Bootstrap design and outdated materials made Pointee look like a side project, not a fundable, scalable SaaS platform.
03
Funding at risk
Without credible investor-grade materials, the team risked stalling the Seed round and halting product development entirely.
The stakes Without investor-ready materials, Pointee risked losing its funding window — and its runway.
“Great technology doesn’t fund itself. What raises capital is a story that investors can believe in.”
The work
What we built — and why it worked.
- 01 Brand identity system Full visual overhaul: logo refinement, colour system, typography, and brand guidelines that spoke to investors and enterprise buyers — not just developers.
- 02 Investor pitch deck Strategic narrative arc from problem to traction. Every slide built to answer what a VC asks next. Clean data visualisation, strong visual hierarchy.
- 03 Corporate website Rebuilt from the ground up around the new brand. Mixed audience: enterprise decision-makers and investors. SEO-ready, fast, conversion-oriented.
- 04 Social video & posts Short-form video explaining the product in 60 seconds, no jargon. LinkedIn content calendar launching the new brand to the right audience.
- 05 Corporate video script Full-length script bridging the gap between technical capability and business impact. Designed to educate investors and enterprise buyers.
- 06 Communication playbook New tone of voice, messaging hierarchy, and elevator pitch. Every team member aligned on how to explain Pointee to any audience.
The visuals
Key takeaway
Why this case worked.
Audience shift We reframed a technical product as a C-suite business solution, immediately broadening the investor audience.
First-impression upgrade Brand credibility was rebuilt before outreach began. First impressions in investor decks are non-negotiable.
Lean execution Fast, senior-led delivery matched the startup’s speed and budget reality.
Most relevant for
- B2B SaaS startups preparing a Seed or Series A raise.
- Tech companies whose brand lags behind their product quality.
- Founders targeting investors but speaking to developers.
- Teams needing investor-grade materials in a tight timeline.
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