How a futuristic-looking technology becomes clear, accessible innovation - First part
4
new B2B clients, including Bystronic (CH), Fritz Kulturgüter – Fritzkola (DE)
Challenge: turn a “sci‑fi‑smelling” AR solution into a value proposition that’s instantly clear in a B2B context. The task—and therefore the challenge—kept changing over time, with two product name changes and multiple roadmap updates.
Repositioning the digital + physical presence and marketing of an AR‑based B2B remote assistance solution, and building a sales‑supporting content strategy
Duration: Spring 2022 → End of 2023 (18+ months)
Our role: creative consulting, website UI/UX, brand & communication strategy planning, and video production
Result: a coherent brand system + a business‑ready website + videos optimized for expos and sales meetings that tangibly supported the sales team.
You can watch the final version of the InYouse promo video here:
Where did we start?
In spring 2022, INCLUSIFY—the startup subsidiary of the multinational ACP Digital Gruppe—reached out and asked us to support the B2B launch of INTOUCH, an extended and mixed‑reality based remote assistant (AR) solution. The goal wasn’t a mass social campaign, but to support direct outreach and expo/event presence with a sales‑first approach.
Early landing concept — a practical, human‑centered visual language instead of a “science fiction” vibe.
Inclusify’s mission includes inclusivity—in language, culture, and identity too. It mattered that this showed up subtly, not pushy: technology is for people, and it must be accessible to everyone. While the product was already present in the digital market, it had previously been tested and optimized mainly through charitable and educational international projects.
Inclusify project — Creative planning phase
2022 spring
Briefing: kickoff, goals, and B2B strategy definition
2022 Q2
First landing page and a human‑centered visual language draft
2022 Q3
New name, new visual identity, and communication system development
2022 Q4 – 2023 Q1
New modules (e.g., translator, CMS), expanded service packages
Results
61
of visitors reached the main CTA (scroll depth)
42
engagement rate with the new
Not long after launch, the product name had to change for legal reasons—this is how the INYOUSE brand name was born. The rebrand required new identity elements and a fine‑tuning of messaging, while product development continued at full speed. As Inclusify’s platform expanded with additional modules (for example, a real‑time translation feature and a content management tool)—turning the AR remote service into an all‑in‑one digital solution—the company repositioned its offer again in 2023.
The expanded platform eventually entered the market as a comprehensive service package under the name INAXESS. It combined the modules of the previous solution (e.g., Inaxess Studio and Inaxess InRealVE subsystems) to create an even more complete customer experience. Inclusify now offers a multi‑layered AR platform tailored for B2B customers—one that required strong, consistent visual communication support to launch properly.
Beyond these challenges, three key themes defined the workflow over the next period:
1. Brand changes and visual identity updates
- One of the biggest challenges was the brand identity changing multiple times during the project.
- Replacing the INTOUCH name with INYOUSE happened due to legal constraints, which forced a fast rethink of the key identity elements—logo, color palette, domain, and messaging.
- Soon after, launching the INAXESS service package required another round of identity and positioning refinements.
- In the middle of all these changes, we had to keep the brand consistent—and make sure the new name still reflected Inclusify’s values credibly.
- The visual communication needed to adapt flexibly while keeping the innovative “step into the future” mood that defined the original concept.
2. Volatility driven by startup dynamics
- The startup’s rapid evolution and its push to enter the B2B market also challenged the marketing process.
- The product kept evolving: new features appeared, and the message was refined based on target‑audience feedback.
- Web and video content had to be updated iteratively to reflect the latest developments.
- We needed flexible project management: instead of one single explainer video, we ultimately produced three separate videos (one general overview and two specific sales videos).
- Our team had to adapt to mid‑project concept changes and an expanding scope.
3. B2B target audience and communication strategy shift
- Inclusify’s solution targets industrial B2B customers such as machine manufacturers and maintenance companies—so the marketing strategy had to match that reality.
- Instead of classic social media campaigns, the focus was on professional events and personal sales.
- Industry expos and conferences became key—like the biennial Augmented World Expo (AWE) Lisbon.
- For a product demoed live to decision‑makers, we needed high‑quality booth assets, strong demos, and convincing sales presentations.
- The challenge was to keep messaging consistent across online channels (website, videos, LinkedIn) and offline events—always speaking to decision‑makers.
- For an industrial audience, credibility and technical depth must be balanced: avoid empty hype, but still highlight the solution’s future‑proof value in a clear, relevant way.
“We are extremely satisfied with the outstanding results he delivered… promotional, sales, and explainer videos for INCLUSIFY… Highly recommended to work with!”
Belal Kayumiaz Inclusify marketing menedzsere
First video commission — AWE Lisbon 2022
Inclusify’s first video commission was produced for the international Augmented World Expo (AWE) Lisbon in autumn 2022, where the company wanted to present its AR‑based remote assistance solution—back then still called InTouch.
The goal was to create a short, visually striking, sales‑oriented promo video that aligned with the ongoing rebranding and the B2B communication strategy.
What made this project special is that it was the first video production under the new brand identity—with a deadline of only 17 days.
I delivered the full production in a remote collaboration setup across Germany and Spain, working closely with Inclusify’s marketing team.
Project challenges
Extremely short turnaround
The concept, script, visual direction, and final cut had to be locked within 17 days.
Rebranding in progress
The company’s visual identity was still evolving, so the video had to align with a brand that was still being shaped.
AI- and stock-based concept
No filmed footage was available, so the entire visual world had to be built using only a combination of AI and stock videos.
Product name change a few days before the presentation
4 days before the expo, the InTouch name changed to InYouse for legal reasons—impacting logos, subtitles, and slogans.
Ensuring a consistent visual identity
The new video had to fit the later website and expo assets, establishing visual consistency for the brand.
Concept and rough cut (days 1–5)
- Brainstorming and scriptwriting based on the briefing from Inclusify
- Selecting stock and AI-based visuals, building a consistent color palette and typography
- Writing a dynamic editing structure and storyboard: 5–7 second rhythm shifts, fast typography animations
- Presenting the first rough cut to the Inclusify team—after approval, we continued with refinements
- Tools used: Adobe Photoshop, Premiere Pro, ComfyUI for secure, closed, local AI support
Motion design and visual effects (days 6–11)
- Typography animations and visual matching to the new identity
- Focus on the “future in the present” message: holographic effect layers, AR simulations, and data visualizations using motion tracking, roto brush, and masking techniques
- Green screen techniques
Brand refresh and legal name change (days 12–14)
- We received notice from Inclusify’s legal counsel that we had to change the product name, because InTouch was already a registered trademark in Germany.
- InTouch logos and graphics had to be replaced with InYouse, which triggered multiple urgent changes in the video.
- The “Get in Touch” slogan needed a fast rethink so the new brand name stayed meaningful—without tearing apart the identity work already done.
Post-production and final touches (days 15–17)
- Color correction, rhythm and edit refinements, sound mix
- Deliverables: high‑resolution expo projection version, web‑optimized format, short social clip
- Full intro animation rebuilt in After Effects
“…we received a complex yet easy-to-understand website and explainer videos to support our sales team…a flexible and professional collaboration.”
Salah Cherbibaz Inclusify sales menedzsere
Results
During the AWE Lisbon 2022 showcase, the video received highlighted attention at Inclusify’s booth and set the visual direction for what came next.
Key results:
- A significant share of visitors stopped at the booth because of the video, measurably increasing the number of interested leads for the sales team.
- The finished video established the visual language for the 2023 video strategy, later used for the INYOUSE and INAXESS campaigns.
- The animated logo used in the intro was carried over into the InYouse application and has been on the app’s launch screen ever since.
- Thanks to the successful delivery, Inclusify commissioned a new three‑part video project—covered in the next chapter.
Lesson: Under time pressure, this agile, fully remote video project proved that a short deadline doesn’t exclude strategic brand alignment—if preparation is built on research and visual consistency.