Piston
Brand & Web Design
Piston partnered with The Design Crew at launch to transform a complex AI product into a clear, credible, and investable brand—built to earn trust from day one.
Type
B2B SaaS
Industry
ERP, Conversational AI
Services
Brand Strategy
Brand Design
Web Design
UI Design
View website
Piston approached us at a pivotal moment: right at the start of their journey.
The product vision was already well-defined—an Agentic ERP capable of interacting directly with ERP data—but the brand did not yet exist.
Our goal was to translate a complex, highly technical vision into a clear and credible market proposition. We aimed to build a brand strong enough to support a fundraising phase.
Design: Website, Brand Book, UI Kit, Presentation Decks, Social Media
From product vision to market confidence
Our role was to help Piston evolve from a product concept into a market-ready brand.
We worked closely with the founding team to clarify the company’s positioning, refine its message, and define how Piston should be perceived:
Serious and trustworthy, given that it handles critical business data
Modern and forward-looking, reflecting its AI-native nature. Simple and accessible, despite the complexity of the underlying technology.
The resulting positioning clearly articulates Piston’s value proposition: Piston is the first Agentic ERP designed specifically for mid-sized companies in the real world.
Bringing the product to life
One of the key creative challenges was to bring the agent-based ERP system Piston to life. We designed a visual system based on a predominantly black-and-white color palette, conveying rigor, clarity, and reliability—essential qualities for decision-makers and financial teams.
This minimalist foundation is enhanced with subtle deep-red highlights, used sparingly to:
• Bring energy and rhythm to the interface.
• Visualize moments of interaction and intelligence.
• Envision the agents as a living system.
• The result is an AI identity that feels controlled, intelligent, and purposeful—present when needed, invisible when not.
Branding as a tool for growth and fundraising
The brand identity we created for Piston was designed to make an impact where it matters most:
• In product interfaces, where trust drives adoption.
• In demos and sales conversations, where clarity accelerates decisions.
• In fundraising contexts, where perception shapes confidence.
More than just a logo—an expressive symbol
We designed a sleek, modern, and refined brand identity centered on trust and precision.
A black-and-white visual foundation conveys precision and reliability, while subtle deep-red accents bring Piston, the Agentic ERP, to life without visual clutter.
The result: an AI presence that feels intelligent, calm, and purposeful—never experimental.
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A go-to-market strategy for maximum impact
The branding work done for Piston had a direct and tangible impact on the project’s trajectory.
A clear and credible brand platform, enabling Piston to confidently enter the market.
A strong visual identity that aligns with the company's expectations, reinforcing trust and credibility.
A distinctive identity for Piston, making the Agentic ERP easy to understand and memorable without over-explaining.
A brand narrative tailored for fundraising, helping the team articulate its vision, commitment, and long-term ambition.
By aligning strategy, brand identity, and product design from the very beginning, Piston built a brand capable of supporting growth, adoption, and investor confidence—not just a logo or a user interface.
- 2 months -
Brand identity, website, UI kit, presentation deck, social media
€3 million seed round led by Daphni
Founders trusted us with their go-to-market strategy
We thank The Piston for entrusting us with this branding project and the design of their website.
❝
I'm grateful for the work you've done on the brand. The result is truly solid and lays a lasting foundation for the future.
We also greatly appreciate your flexibility regarding adjustments to the implementation.
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Florian Bachelot
Co-founder @ Piston
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