DeltaGen works like a thermal camera pointed at the sales pipeline: it shows what buyers actually thought, where a deal warmed up and where it went cold. We built the identity on that idea. Classical sculptures, hands and product objects are rendered as heatmaps: familiar subjects seen through data, with the hidden gaps suddenly visible.
The name completes the system. A delta is the gap between what a sales team believes and what its buyers say, and DeltaGen exists to close it. The logomark is a triangle of three converging arrows, incoming insights meeting in one answer. We extended the identity into product and marketing icon sets, presentation templates and exhibition graphics, so the same lens runs from the website to the trade-show booth.
The site opens with the buyer’s problem, “You’re losing deals. We’ll tell you why,” and then makes the method tangible: who runs the interviews, how AI finds patterns across deals, and what a sales team gets at the end. A walkthrough of the product dashboard shows deals, win and loss drivers, competitors and insights the way a revenue leader would use them.
A custom ROI calculator lets sales leaders estimate what recovered deals are worth. More than a dozen original illustrations and animations carry the heatmap language through the page, and a UI kit keeps marketing and product consistent as the platform grows.
DeltaGen’s buyers are CROs and sales leaders with one question: why are we losing? DeltaGen answers it with buyer interviews run by former strategy consultants and made comparable by AI. That work happens out of sight, in conversations and data. Our job was to make the process visible and believable at a glance.
We worked with the team in sprints after their pre-seed round, taking the identity and the website through as one process, so the heatmap lens, the message and the product story launched together. The system now carries through decks, demos, events and the product interface.
