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Twelve AI

Twelve AI is building a structured operational layer for modern dental groups, connecting workflows, policies, and daily decisions into one coordinated system. Brickell partnered with the team to shape a clearer brand and digital presence that makes that complexity feel simple, modern, and built to scale.

Year:

[2026]

Industry:

Health Tech, AI

Project Scope:

Brand Architecture, Web Design, CRO, Webflow Development

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Partnership Timeline

Lerer Hippeau is one of the most active early-stage venture firms in New York, with a growing portfolio spanning enterprise and consumer technology. As the firm’s investments, content, and public presence continued to expand, its website needed to evolve alongside them. Brickell was brought in to redesign and modernize the existing experience, creating a faster, more dynamic platform that better showcases the firm’s portfolio, highlights the people and companies behind its momentum, and reflects a more accessible approach to early-stage venture capital.

2024

2026

Foundational Website Partnership

We began by supporting Lerer Hippeau’s existing digital presence, helping maintain and develop the site as the firm continued to grow its platform and public voice. This phase focused on evolving the experience within the existing framework, supporting core content areas and setting the stage for a more intentional next chapter.

Next-Generation Brand Experience

That collaboration led into development of a new Webflow experience designed to better reflect the firm’s voice and momentum. Together, we built a refreshed site centered around clearer storytelling and more dynamic content across portfolio, team, news, and subscription touchpoints, resulting in a platform that feels more current, flexible, and distinctly LH.

Partnership Timeline

Our long-term partnership with Craft Ventures spans multiple phases of growth. Since 2023, we’ve worked alongside their team as a trusted go-to-market partner, supporting everything from website to platform, investment, marketing, and launch assets. As their needs evolved, we continued to adapt—helping Craft Ventures consistently show up with clarity, speed, and impact.

2023

2024

2025

Late 2025-Present

Onboarding & Craft Hackaithon Branding

Craft partnered with us for initial onboarding, including website design support and visual assets for Craft Hackaithon—a collaborative initiative bringing technical teams together to build, ship, and compete. This phase laid the groundwork for a long-term partnership.

Website Revamp & Brand Refresh

In 2024, we led a full website revamp and brand refresh for Craft—reworking key pages, tightening the narrative, and modernizing the visual system. We designed and developed the site in Webflow, ran A/B tests to validate performance improvements, and supported ongoing upkeep to keep the platform current as Craft’s initiatives evolved.

Platform & Portfolio Support

Our role expanded into ongoing support across Craft’s platform team and broader ecosystem. We delivered decks, web updates, social and event assets, and narrative support—while helping Craft’s portfolio companies translate complex products into clear positioning, GTM-ready messaging, and high-converting digital experiences.

Ongoing Platform & Website Evolution

We continue partnering with Craft as an embedded creative + development team—evolving key pages, refining narrative and positioning, and supporting ongoing platform initiatives. In parallel, we continue to support Craft’s portfolio with launch-ready brand systems, websites, and fundraising/GTM collateral as new investments and priorities emerge.

Partnership Timeline

Our partnership with CrewAI evolved from an initial brand and website engagement into a long-term collaboration as they scaled in the Generative AI space. Today, we support their brand, website, and go-to-market presence as they lead the category.

Late 2024

2025

Late 2025

Onboarding & Website Revamp

CrewAI onboarded us for an initial brand and website engagement to sharpen their presence in the fast-moving Generative AI space. This first revamp established a clear narrative and set the foundation for their growing momentum.

Retainer & Go-To-Market Partner

As CrewAI scaled, our collaboration evolved into a full-time retainer. We became their go-to-market partner, supporting ongoing launches, brand assets, website updates, and strategic communications across every touchpoint.

Category Leadership Redefined

With CrewAI emerging as an industry-leading Generative AI partner, we led a complete narrative and website overhaul once again. The refreshed brand positioned them clearly as category leaders, aligned with their enterprise growth and market authority.

Partnership Timeline

Our partnership with Grid has evolved alongside their product and brand. What began as a focused onboarding and development engagement grew into a full website revamp, and now a complete brand transformation. As Grid enters its next phase of growth, we continue to support how the product is positioned, experienced, and scaled.

Late 2024

Early 2025

Early 2026

Onboarding &
Initial Build

Grid onboarded us for initial page development and foundational improvements to support their early product and marketing needs. This phase focused on speed, clarity, and setting a solid base for future growth.

Full Website Revamp

As Grid scaled, they trusted us to lead a complete website revamp. We reworked the structure, design, and experience to better reflect the product’s value and support a more mature go-to-market motion.

Brand & Platform Redefined

With Grid entering its next phase of growth, we partnered again to lead a complete brand transformation — including a new identity, logo, and website. This ongoing collaboration is focused on redefining how Grid shows up as a more established and scalable SaaS product.

Brand Identity

The visual system was built to make operational intelligence feel modern, calm, and easy to understand. Soft gradients, restrained color, and simple geometric forms helped create a brand language that feels confident without being cold, balancing clarity, trust, and usability across every touchpoint.

//01

A Clear First Impression

The website was shaped as a calm, minimal introduction to Twelve AI, giving the brand enough space to feel mysterious while still clearly communicating its promise. Instead of overwhelming visitors with product detail, the experience centers on one powerful idea: Twelve helps dental groups scale operations without scaling headcount.

//02

Sales Deck Expansion

As the project evolved, Twelve trusted us to extend the visual direction beyond the website and into their sales decks. This gave the brand a more complete presentation system, helping the team communicate their product story with the same clarity, polish, and confidence established online.

//03

Brand Details Beyond the Screen

The visual direction extended into supporting brand assets like business cards, helping Twelve feel consistent beyond the website. These touchpoints carried the same refined typography, restrained color system, and quiet confidence, creating a cohesive brand presence across both digital and physical moments.

Insights

Twelve AI operates in a space where complexity is constant. Dental groups are managing policies, workflows, teams, and operations across multiple locations, often without a clear system connecting it all. Our insight was to position Twelve as the intelligence layer that brings order to that complexity. The brand needed to feel precise and advanced, but also simple enough for operators to trust immediately. The result is a visual system built around clarity, modularity, and motion, helping Twelve communicate a complex product in a way that feels intuitive and scalable.

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Impact Snapshot

Design and CRO updates delivered measurable improvements across engagement and conversion. By refining the customer journey and reducing friction at key decision points, Pickle saw stronger performance from new visitors while maintaining a consistent brand experience across web and mobile.

323

New Visitor Engagement Rate

257

New Visitor Conversion Rate

New Visitor Session Rate

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