Pivot
Brand Strategy & Brand design
A $40M Series B is a statement. We made sure the brand matched it. Their edge? "Clarity under pressure"
Type
B2B SaaS
Industry
Procurement, Finance
Services
Brand Strategy
Brand Identity & System
Motion Design
Creative Tooling
Framer Development
View website
Pivot is the AI Operating system bringing structure, clarity and velocity for enterprise procurement teams.
The team closed a $40M Series B with an enterprise-grade product and a startup-looking brand. The gap was real. US market entry was coming.
We were brought in to close it. Not by changing the product, but by changing the story.
Design : Brand Platform, Brandbook, Website, Marketing Assets
Raising the brand to match the raise
Two intensive workshops with the leadership team. One clear diagnosis: Pivot lives between two broken camps. Legacy tools nobody wants to use, and lightweight tools nobody can trust financially.
The territory: chaos to clarity. The reality of every finance team scaling fast across subsidiaries, fragmented tools, and accelerating decisions. Pivot doesn't deny the mess. It structures it.
Pivot turns spend chaos into operational control for finance and procurement teams.
Built for the next category
Global markets demand a diverse mix of formats tailored to local nuances, all while maintaining strict brand consistency.
We developed a wide array of brand materials including merchandise, event booths, and internal communication to set the stage for this new brand to scale effectively.
Bringing the brand to life
A static identity wasn't enough for a platform positioning itself at the frontier of AI-powered procurement.
We developed a motion language that carries the chaos-to-clarity principle into every animated moment.
Creative tool to boost adoption
Brand systems fail when designers leave the room.
So we built a custom generative background tool. A lightweight browser app encoding the full visual logic of the system. Pivot's team can now create on-brand assets autonomously. Infinite variations, zero drift. No Figma skills required.
An interim site that didn't feel interim
While Pivot's long-term web presence was being crafted by the talented agency they chose for the job, we designed and built an interim site on Framer.
Fast to ship, fully on-brand, ready to support the Series B announcement.
A placeholder that held its own.
A brand system
We documented everything into a living brand system. Typography rules, color usage, grid logic, graphic language principles, tone of voice. Detailed enough to onboard a new designer in an afternoon. Opinionated enough to keep the brand coherent as the team scales.
Not a PDF nobody reads. A usable reference built to travel across teams, time zones, and contexts.
The best sign-off we could ask for
A few weeks post-delivery, Pivot was producing decks, social content, and product UI independently. No questions back to us.
That's the goal. Not dependency, transmission. We handed them a new visual language built for the next category. They ran with it from day one.
Powering what's ahead: AI agents doing the work.
The new brand promise is for Pivot to become the top AI operating system for procurement supporting how company manage their spends and why.
Companies that move fastest have the right structure underneath: Onward to deeper agentic AI, tighter ERP integrations, and enterprise scale for procurement teams worldwide.
❝
Coming out of our Series B, we needed a rebrand that matched the company we were becoming and a much larger set of expectations.
They understood that from the start. “Clarity Under Pressure” gave us a simple idea to build around. They pushed the work when it needed pushing, and every conversation left us somewhere better than where we started.
———————————————
Patrick Barrett
Head of MARKETING @ Pivot
We thank the Pivot team for trusting us working hand in hand one of our most ambitious brand projects yet.
Credt to Amply for final webflow development of their website.
• 1 month sprint •
$40M Series B announced with launch
2 workshops, Strategy & positioning sessions
12 weeks Strategy to full system delivery
100% autonomous, Self-sufficient from day one
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