LineSight brand
Brand, messaging and trade show graphics for an AI startup selling to metal service centers. Every piece had to earn trust with people who have run steel for decades.
Tools
Figma, Claude, Vercel
The LineSight homepage: one promise, one next step.
Foundations
Coil orange
#DF642F
Mill black
#1A1A1A
White
#FFFFFF
A smarter way to slit metal.
Lexend
Primary, for headlines
Inter Tight
Secondary, for body copy
Voice
The commercial messaging guide I built set one rule for every touchpoint: sound like someone who understands how a service center runs, not like marketing.
Respect their expertise
Planners already know their operation. LineSight helps them use that knowledge better.
Lead with business value
Open with money and time saved before anything about how it works.
Explain the technology last
Start with the customer’s world, then show where LineSight fits.
We never say
“Our AI knows better than your planners.”
We say
“LineSight builds on your planners’ expertise.”
We never say
“We automate production planning.”
We say
“We help production planners make decisions that save money.”
The work
Trade show backdrop: “A smarter way to slit metal.”
Transit poster for service center buyers
Brand imagery in LineSight orange
Business card mockup