A Brand Built to Scale from seed to series B
Timeline
Deliverables
THE CHALLENGE
Trajectory raised a $4M seed round on the strength of a genuinely differentiated
product — revenue intelligence and forecasting that B2B SaaS teams actually
A Can y d logo wanted. The MVP was compelling. The logo was made in Canva.
When enterprise sales conversations started, the brand became a liability
Procurement teams at mid-market and enterprise accounts were choosing
established competitors — not because the product was weaker, but because
Trajectory didn’t look like a company you could trust with your revenue
data.
The feedback came back the same way, deal after deal: “We love what you’re
building, but we need to be confident you’ll be around in two years.” That
confidence gap was brand. And it was costing them closes.
before & after
before – seed stage
Generic icon, off-the-shelf wordmark. A website that looked like a side project. Enterprise buyers took one look and made their decision before the demo even started.
after – na mii
A brand that signals stability, precision, and enterprise-grade intent. Product Ul that looks like it belongs in a CRO’s stack. Investors and buyers now see a company they can trust with their numbers.
The APPROACH
Sprint hard. Ship right.
Three weeks of compressed discovery: customer interviews, ICP analysis, competitive landscape. We found Trajectory’s unfair advantage the specific thing only they could say truthfully and built the strategy around it. Weeks 1-3
New wordmark, icon system, color palette, and typography. Designed to live in enterprise SaaS contexts — Notion embeds, Slack previews, pitch deck covers. Precise, confident, and unmistakably Trajectory. Weeks 4-8
Redesigned the core dashboard and key user flows. The product had to feel as trustworthy as the brand claimed to be. We built a design system the internal team could execute against independently. Weeks 8-13
Series A deck, sales one-pager, and demo environment assets. Every touchpoint in the investor and enterprise sales process needed to tell the same story at the same quality level. They did. Weeks 13-16
The result
Eight months after launching the new brand, Trajectory closed a $12M Series A. Every investor cited the brand as a signal of seriousness. Enterprise close rates moved 5x. NPS went from 34 to 71 customers started trusting the product the same way Investors started trusting the company. Brand is the first product you ship.
8 months post-rebrand. Investors cited
brand maturity as a signal the team was
operating at the level of the raise.
The single largest lever in their pipeline Brand cradibility removed the “can we trust these people” objection before it was raised.
Net Promoter Score jumped 37 paints, Product experience and brand perception are insgparable — and both improved,
Fastest raise in the fund’s recent portfolio. The brand did the pre sell. Meetings started from a position of credibility, not proof seeking.
“We raised our A round in 2 months. Every
investor said our brand signaled that we were
serious. Na-Mii didn’t just make us look good
they made us fundable.”
CEO, Trajectory
LaunchDarkly Hosting Trajectory Conference as a Live Streaming Interactive Event
LaunchDarkly’s Trajectory Conference Sets Vision for Feature Management Beyond Software Development
LaunchDarkly Announces Its Bellwether Event, Trajectory 2022
Cybersecurity · Series A
Brand Strategy & Identity, Conference & Event Experience,
Marketing Strategy & Design, Messaging & Positioning,
Website Design & Production
No commitments. Just a conversation about where you want to go.
