Challenge
Clarify built an exceptional AI-native CRM—loved by every founder who tried it. But the positioning didn't match. "The autonomous CRM" sounded like every other AI tool shouting about features. Founders knew the AI hype too well, and the brand didn't reflect who Clarify actually served: lean, founder-led teams drowning in admin, not RevOps armies managing enterprise stacks. The messaging talked about what the product did, not what it solved.
Transformation
We repositioned Clarify as "CRM, minus the BS"—speaking directly to founders who'd been burned by bloated tools and empty AI promises. We shifted from feature-first language like "autonomous" and "ambient intelligence" to outcome-focused copy that named the pain: too much time feeding tools, not enough time closing deals. The new homepage led with "Less CRMing. More selling." We doubled down on the ICP (seed-stage, founder-led teams), designed a visual brand inspired by the serene feeling of a clear day, and built Rep—Clarify's first product launch—with a complete go-to-market toolkit that drove measurable demand.
Result
Rep launch week delivered a +108% lift in new workspaces with conversion rates 73% above baseline—and the lift held. Conversion remained 22% above baseline the following week, proving durable demand, not a spike. Clarify now owns a position no competitor occupies: the CRM that works for founders, not on them.
Services
Positioning
Brand Identity
Website
All Works
