Conduct were a pre-seed startup who were in the process of developing an AI-based code analysis tool for SAP, the enterprise resource planning system that countless large businesses run on.

They’d got a good sense of product-market fit, but needed a way to articulate their proposition clearly and needed something on which they could hang the brand’s visual identity.

How would they frame what they offered? What were the benefits? What would motivate people in large enterprises to adopt Conduct?

I led the brand strategy process and helped to define the proposition for the product in an intense two-week sprint. I identified two key insights:

1. Organisations couldn’t agree on a single view of reality. One person looked at what was happening on the factory floor and saw one thing; someone else might browse the source code and see another thing; a third person could read the documentation and see yet another thing.

2. Businesses tended to view their legacy code-bases as “technical debt”, something to be minimised and jettisoned wherever possible in favour of standardised solutions. But the reality was actually the opposite: all this code was their accumulated competitive advantage, the secret sauce that made them who they are – if only they could understand it.

We built the proposition around those two insights, and Conduct’s ability to fix them both: to find the truth in the code, and to turn technical debt into competitive advantage.

Following the launch of the rebrand, in September 2025, Conduct raised €11.2 m in seed funding.

• Brand strategy, particularly focused on who the brand was targeting and what motivated them
• A clearly defined product proposition that connected to what their target customer needed