The gap
H2LooP’s leaders were borrowing ideas from competitors. Two days of structured exercises turned their own knowledge into a brand anyone could understand.
H2LooP is a deep tech lab that builds AI from scratch for embedded and hardware engineers. Its CEO, CTO and founding AI research engineer knew the company deeply, but that knowledge wasn’t yet legible to anyone else.
Running a workshop that derived the brand step by step
I designed and facilitated a 1+1 day workshop with those three people. I elaborated what they already knew and gave it a structure. Each exercise fed the next, so purpose led to positioning, and positioning led to a persona that set the voice.
Core
Greater good, purpose, aspiration, vision, experiences, values
Defines why H2LooP exists and what it stands for.
Positioning
Audience, positioning map, positioning statement, awareness channels
Places H2LooP against the alternatives its audience already knows.
Persona
Archetype and voice sliders
Turns the core and the positioning into a character that speaks.
Slogan
Human + Hardware in the loop
Distils every earlier answer into one line.
Starting from the greater good to agree on a purpose
The team began with why H2LooP exists and wrote it as a single purpose. We build sovereign AI systems that respect silicon constraints and enterprise boundaries. In plain words, a company owns this AI, which runs within the limits of real chips and inside the company’s own walls.
Building the vision and values on top of that purpose
The aspiration exercises looked from now to fifteen years ahead. The vision they produced reads as AI infrastructure where silicon, software, and human judgment operate as one continuous system.
The team then chose three values to govern later decisions: Collaborative Excellence, Systems Thinking and Resilience & Adaptability.
Positioning H2LooP against the alternatives
Once the core had settled, the team mapped the alternatives and wrote one positioning statement. It then ranked the awareness channels by impact against difficulty.
Giving the brand a persona that fits its position
H2LooP’s archetype, the classic character that a brand plays, became an invention-led builder. Innovation establishes the new category, and power makes it credible to enterprises. I use Sally Hogshead framework over Carl Jung.
Calibrating the voice from the persona
Voice sliders placed H2LooP as energetic and serious. The team set one guardrail for it: aggressive but not impatient.
Distilling every answer into one slogan
The slogan Human + Hardware in the loop carries the purpose and the persona together.
Handing the strategy to the brand system
The workshop answers became the inputs of the H2LooP design system. This voice now shapes each deck and report that the lab publishes.