Pulse AI was an opportunity to help build a med tech startup from the ground up, partnering directly with the founder at a stage when no business name, brand foundation, or market presence yet existed. Drawing on my experience in brand strategy, positioning, and go to market development, I led the effort to define the brand, create the name, and establish both the visual and verbal identity. In a fast moving, collaborative environment, that work came to life through a complete brand system including logo, color palette, messaging, voice, business cards, and website.