Trame Labs: weaving trust into financial data

Brand strategy, identity, website and pitch deck for an AI data platform built for CFOs.

Client

Trame Labs

Sector

Fintech / B2B SaaS / AI

Scope

Brand discovery, positioning, visual identity, pitch deck template, Framer website

Year

10 weeks (Dec 2025 – Feb 2026)

The challenge

Two founders, a sharp product, and a brand that undersold both.

Trame Labs was founded by two operators with a decade in scale-ups between them, one in finance product, one in finance data. Before writing a line of code, they ran 200 interviews with CFOs and FP&A leads. They knew the pain cold: days lost reconciling spreadsheets, manual checks, numbers no one fully trusts.

But from the outside, Trame looked like another reporting tool. In a crowded market of dashboards, that is a dead end. The founders needed a brand that would carry their vision to investors and buyers: not prettier dashboards, but a new way for finance teams to own their data.

And they needed it fast, with a fundraise ahead.

The key decision

The answer was hiding in the name.

In French, trame means the weft of a fabric: the threads woven together to make it hold. That is exactly what the product does. Each thread is a data source: ERP, CRM, billing, banks. Each layer adds value: raw data, then clean, then unified, then analyzed. Remove the foundation and nothing holds.

So we stopped selling features and started selling a foundation. The brand became the visual proof of reliability: threads that connect, layers that stack, a structure you can trust and audit.

The approach

Strategy is human. Speed is augmented.

1. AI-augmented discovery. Each founder completed a stakeholder questionnaire, then a one-hour voice conversation with my Brand Builder, a custom AI agent I designed to turn founder insight into a structured brand platform. In days, not weeks, we had vision, mission, values, ideal customer, and tone on the table.

2. Brand foundations. I turned that raw material into a creative brief: positioning, brand equity, and a tone defined as confident clarity, rigorous and rational, never arrogant, never startup-cute.

3. Creative routes. Two rounds of concepts, each with a story, a manifesto, a logo, and a full graphic system tested on real touchpoints.

4. Rollout. The chosen direction became a Figma master file, a Framer website, and a pitch deck template, ready for the founders to own.

The founders loved how brands like Vercel and Supabase make complex tech feel obvious. The identity follows that rule: show the outcome, skip the marketing speak. CFOs don’t have time for it.

What we delivered

Brand platform

Vision, mission, values, positioning, tone of voice

Creative concept and manifesto

Logo and visual identity system

Colors, typography, graphic language

Figma master file with all brand assets

Pitch deck template. Website designed and built in Framer.

The outcome

Trame Labs launched as the data platform for finance teams, with a brand that looks as reliable as the product it describes.

The new pitch deck went to every investor the founders approached during their fundraise. Early feedback on the brand has been consistent: it looks professional and coherent.

10 weeks from kickoff to a live website and investor-ready deck.

One system, every touchpoint: website, deck, and product share the same visual language.

“Working with Ariane was not only smooth and enjoyable; above all, it allowed us to challenge our positioning in depth: the key messages we wanted to convey, how, and to whom. Ariane helped us see far beyond the first impression of the brand.”

Mathilde Dujon, CEO & Co-founder, Trame Labs