— fast.
Beta-i
A brand that scaled fast
— and lost itself just as quickly.
Outgrown.
Identity.
Owned.
Role
Lead Brand Strategist
Sector
Tech Innovation and Acceleration
Location
Lisbon, Portugal
Beta-i had become a go-to name, but no one — inside or outside — could explain what they actually did. They scaled fast but lost their narrative. Internally misaligned, externally misunderstood. Even WIRED misread them — and they weren’t alone. New hires didn’t get it either. Marketing had no answer. Even the CMO asked: “WTF is Beta-i?” That line became our project’s codename — and the most honest version of the brief.
Solution
- Conducted stakeholder interviews across leadership, ops, and delivery
- Mapped brand perception gaps, cultural silos, and internal language drift
- Developed a Brand ID Canon — core purpose, values, mission, promise and vision
- Benchmarked competition and culturally fitting organisations
- Built Personas, Core Messaging Map and Editorial Strategy to clarify voice across channels
- Created a Social Media Playbook and internal launch assets
Results
- Company-wide narrative adoption within 2 months
- Strategy approved by the board on the first presentation
- New hires onboarded faster with brand clarity from Day 1
- Shifted perception from “party host” to “innovation partner”
- Reduced internal misalignment and increased cross-team confidence
