Case study · Brand & product

One Team Tech

A complete brand and digital presence for an AI startup tackling online hate — delivered in two weeks.

Brand identity Product discovery Website UX/UI Marketing collateral

Client: One Team Tech, UK
Role: Senior Creative & Product Designer
Timescale: 2 weeks
Team: Me and a project manager
Tools: Illustrator, InDesign, Photoshop, Wix

One Team Tech website homepage on a laptop

01 — Overview

Make complex technology feel credible

One Team Tech is a UK startup built with university researchers and the charity Stop Hate UK. It combines AI with human moderation to help organisations tackle online hate.

The brief went beyond a logo and website: make the product clear and trustworthy to investors, businesses and the public sector — and support funding and partnership conversations.

I worked directly with the founder, and joined roadmap and strategy workshops on positioning, customer needs, priorities and the value proposition.

02 — The challenge

Explain an AI platform in plain language — and look investor-ready — in just two weeks.

01Explain technically complex AI simply

02Earn credibility with both business and public-sector audiences

03Signal trust and innovation through the identity

04An early-stage product that needed clear messaging before launch

03 — Discovery

Four questions before any design

The answers shaped the messaging, information hierarchy, website structure and visual language.

?Who are the users and decision-makers?

?What problems does the platform solve?

?How should it be positioned against existing approaches?

?How do we explain the technology simply?

Strategy workshop with the One Team Tech team around a table, the new website open on a laptop — **Product roadmap workshops**Positioning, customer needs, prioritisation and value proposition

Flipchart of target sectors grouped with sticky notes, including finance, retail, sport, gaming and the public sector — **Product roadmap workshops**Positioning, customer needs, prioritisation and value proposition

04 — Strategy

Clarity over decoration

Rapid iterations with the founder and project manager kept concepts, messaging and business priorities aligned.

01Build trustA clean, modern identity that feels dependable

02SimplifyComplex information broken down with strong visual hierarchy

03Show value fastProblem, solution and difference understood in seconds

04Investor confidenceProfessional materials for pitches and stakeholder meetings

05One story everywhereThe same product narrative across website, pitch deck and brochure

05 — What I delivered

One brand, every touchpoint

Logo & visual identityLogo, typography, colour palette, brand assets and guidelines

One Team Tech website Who We Are section on a laptop — **Responsive website**Structured around the problem, the solution and what makes it different

One Team Tech pitch deck title slide on a large screen in a conference room — **Investor pitch deck**Presentation assets for funding and partnership conversations

Open One Team Tech brochure spread: the problem, the gap in the market and evidence-based outcomes — **Printed brochure**Branded marketing material for stakeholder engagement

06 — Outcome 2 weeks From brief to a complete brand foundation and digital presence.

A cohesive, investor-ready identity

Consistent communication across web, deck and print

A technology stakeholders can now understand at a glance

Next project Stop Hate UK

YouSpark Digital · Leeds, United Kingdom zu@youspark.digital