Equipping Perle to win AI teams and build a global Web3 network of experts
Perle sells to AI teams and recruits the experts who train their models, and those two audiences don’t speak the same language. We gave each side its own brand, rebuilt project setup around an AI agent, and took Perle to market in half the time.
Product
Branding
Visual
Web
INDUSTRY
Data Intelligence
YEAR OF ENGAGEMENT
2025
HEADQUARTERS
USA
IMPACT
50%
Shorter time-to-market
10x
Faster assessment setup
INDUSTRY
Data Intelligence
YEAR OF ENGAGEMENT
2025
HEADQUARTERS
USA
IMPACT
50%
Shorter time-to-market
10x
Faster assessment setup
INDUSTRY
Data Intelligence
YEAR OF ENGAGEMENT
2025
HEADQUARTERS
USA
IMPACT
50%
Shorter time-to-market
10x
Faster assessment setup
WHAT WE DID
01
Brand strategy for a two-sided AI marketplace
02
From complex forms to AI-assisted project setup
03
Growing a Web3 contributor community on its own terms
04
Making a stealth AI product feel ready to buy
WHAT WE DID
01
Brand strategy for a two-sided AI marketplace
02
From complex forms to AI-assisted project setup
03
Growing a Web3 contributor community on its own terms
04
Making a stealth AI product feel ready to buy
WHAT WE DID
01
Brand strategy for a two-sided AI marketplace
02
From complex forms to AI-assisted project setup
03
Growing a Web3 contributor community on its own terms
04
Making a stealth AI product feel ready to buy
01
Brand & Trust
Brand strategy for a two-sided AI marketplace
Perle sold to AI and ML leads who needed proof it was more than a gig labeling platform. It also had to recruit experts worldwide, many of them new to crypto. One brand couldn’t do both jobs. Perle launched Perle Labs as its contributor brand. We gave each brand its own purpose, tone and look: Perle precise and credible for buyers, Perle Labs Web3-native but open to anyone who wants to help train AI models. One company, two brands. Perle earns the trust of AI buyers, and Perle Labs brings in expert contributors from anywhere in the world.
01
Brand & Trust
Brand strategy for a two-sided AI marketplace
Perle sold to AI and ML leads who needed proof it was more than a gig labeling platform. It also had to recruit experts worldwide, many of them new to crypto. One brand couldn’t do both jobs. Perle launched Perle Labs as its contributor brand. We gave each brand its own purpose, tone and look: Perle precise and credible for buyers, Perle Labs Web3-native but open to anyone who wants to help train AI models. One company, two brands. Perle earns the trust of AI buyers, and Perle Labs brings in expert contributors from anywhere in the world.
01
Brand & Trust
Brand strategy for a two-sided AI marketplace
Perle sold to AI and ML leads who needed proof it was more than a gig labeling platform. It also had to recruit experts worldwide, many of them new to crypto. One brand couldn’t do both jobs. Perle launched Perle Labs as its contributor brand. We gave each brand its own purpose, tone and look: Perle precise and credible for buyers, Perle Labs Web3-native but open to anyone who wants to help train AI models. One company, two brands. Perle earns the trust of AI buyers, and Perle Labs brings in expert contributors from anywhere in the world.
Research
Perle Labs pays contributors through blockchain, so it had to look at home in Web3 without shutting out people new to crypto. The identity takes Web3’s visual codes and anchors them with a new typeface.
Research
Perle Labs pays contributors through blockchain, so it had to look at home in Web3 without shutting out people new to crypto. The identity takes Web3’s visual codes and anchors them with a new typeface.
Research
Perle Labs pays contributors through blockchain, so it had to look at home in Web3 without shutting out people new to crypto. The identity takes Web3’s visual codes and anchors them with a new typeface.
Rebrand
Blue carries the precision of the lab. Orange carries the energy of Perle. Gradients, glossy 3D and glass effects tie them into one recognizable look.
Rebrand
Blue carries the precision of the lab. Orange carries the energy of Perle. Gradients, glossy 3D and glass effects tie them into one recognizable look.
Rebrand
Blue carries the precision of the lab. Orange carries the energy of Perle. Gradients, glossy 3D and glass effects tie them into one recognizable look.
02
Product Usability
From complex forms to AI-assisted project setup
Every labeling project starts with its tasks, assessment criteria and reviewers. On Perle, that setup was slow and written for specialists, so ML leads couldn’t launch a project without a data scientist. We rebuilt setup around an AI agent that builds the workflow with the user. The interface generates each step as setup progresses and flags what needs attention, so the user stays in control while the agent does the heavy lifting. We designed it in 2025, before generative UI and agentic workflows had settled conventions. Assessment setup on Perle is now 10x faster, and data scientists and ML leads can both set up a project on their own.
02
Product Usability
From complex forms to AI-assisted project setup
Every labeling project starts with its tasks, assessment criteria and reviewers. On Perle, that setup was slow and written for specialists, so ML leads couldn’t launch a project without a data scientist. We rebuilt setup around an AI agent that builds the workflow with the user. The interface generates each step as setup progresses and flags what needs attention, so the user stays in control while the agent does the heavy lifting. We designed it in 2025, before generative UI and agentic workflows had settled conventions. Assessment setup on Perle is now 10x faster, and data scientists and ML leads can both set up a project on their own.
02
Product Usability
From complex forms to AI-assisted project setup
Every labeling project starts with its tasks, assessment criteria and reviewers. On Perle, that setup was slow and written for specialists, so ML leads couldn’t launch a project without a data scientist. We rebuilt setup around an AI agent that builds the workflow with the user. The interface generates each step as setup progresses and flags what needs attention, so the user stays in control while the agent does the heavy lifting. We designed it in 2025, before generative UI and agentic workflows had settled conventions. Assessment setup on Perle is now 10x faster, and data scientists and ML leads can both set up a project on their own.
03
Growth & Acquisition
Growing a Web3 contributor community on its own terms
Perle Labs needed expert contributors from around the world. They don’t look for work on job boards. They spend time in online communities like Discord and Reddit, and many are new to crypto, even though Perle Labs pays in it. We built the launch for the channels where those experts already gather, with a Web3 look that feels at home to crypto users and still welcomes everyone else. Perle Labs launched with a community presence on Discord, X and at in-person events, reaching expert contributors worldwide instead of waiting for them on job boards.
03
Growth & Acquisition
Growing a Web3 contributor community on its own terms
Perle Labs needed expert contributors from around the world. They don’t look for work on job boards. They spend time in online communities like Discord and Reddit, and many are new to crypto, even though Perle Labs pays in it. We built the launch for the channels where those experts already gather, with a Web3 look that feels at home to crypto users and still welcomes everyone else. Perle Labs launched with a community presence on Discord, X and at in-person events, reaching expert contributors worldwide instead of waiting for them on job boards.
03
Growth & Acquisition
Growing a Web3 contributor community on its own terms
Perle Labs needed expert contributors from around the world. They don’t look for work on job boards. They spend time in online communities like Discord and Reddit, and many are new to crypto, even though Perle Labs pays in it. We built the launch for the channels where those experts already gather, with a Web3 look that feels at home to crypto users and still welcomes everyone else. Perle Labs launched with a community presence on Discord, X and at in-person events, reaching expert contributors worldwide instead of waiting for them on job boards.
Discord & X
Launch art and announcements made in each platform’s own style, so they read as posts, not ads.
Discord & X
Launch art and announcements made in each platform’s own style, so they read as posts, not ads.
Discord & X
Launch art and announcements made in each platform’s own style, so they read as posts, not ads.
Physical Materials
Banners, stickers and t-shirts for on-site events, so contributors could see the community they were joining.
Physical Materials
Banners, stickers and t-shirts for on-site events, so contributors could see the community they were joining.
Physical Materials
Banners, stickers and t-shirts for on-site events, so contributors could see the community they were joining.
04
Conversion
Making a stealth AI product feel ready to buy
Perle’s product couldn’t be shown publicly. AI buyers still needed to see its value, and to believe it would get them to production fast, before they booked a call. We built the website, ads, white paper and launch video around the parts of Perle that could be shown, so buyers could judge its value before a call. Perle now books 22% more calls while its product stays under wraps.
04
Conversion
Making a stealth AI product feel ready to buy
Perle’s product couldn’t be shown publicly. AI buyers still needed to see its value, and to believe it would get them to production fast, before they booked a call. We built the website, ads, white paper and launch video around the parts of Perle that could be shown, so buyers could judge its value before a call. Perle now books 22% more calls while its product stays under wraps.
04
Conversion
Making a stealth AI product feel ready to buy
Perle’s product couldn’t be shown publicly. AI buyers still needed to see its value, and to believe it would get them to production fast, before they booked a call. We built the website, ads, white paper and launch video around the parts of Perle that could be shown, so buyers could judge its value before a call. Perle now books 22% more calls while its product stays under wraps.
Website
Built around the key features and interactions that show Perle’s value, without revealing what stays private.
Website
Built around the key features and interactions that show Perle’s value, without revealing what stays private.
Website
Built around the key features and interactions that show Perle’s value, without revealing what stays private.
Ads
Lead gen creatives for LinkedIn, Meta, Google and X, using glimpses of the product so buyers get it at a glance.
Ads
Lead gen creatives for LinkedIn, Meta, Google and X, using glimpses of the product so buyers get it at a glance.
Ads
Lead gen creatives for LinkedIn, Meta, Google and X, using glimpses of the product so buyers get it at a glance.
White Paper
Scientific data laid out clearly enough to scan, without losing the rigor AI leads look for.
White Paper
Scientific data laid out clearly enough to scan, without losing the rigor AI leads look for.
White Paper
Scientific data laid out clearly enough to scan, without losing the rigor AI leads look for.
See more work from Foundey
See more work from Foundey
See more work from Foundey
Making the right product decisions starts here
Reach product market fit and hypergrowth faster
We analyze your product, identify what’s creating friction, and help you define the right priorities, what to fix and build next.
Making the right product decisions starts here
Reach product market fit and hypergrowth faster
We analyze your product, identify what’s creating friction, and help you define the right priorities, what to fix and build next.
Making the right product decisions starts here
Reach product market fit and hypergrowth faster
We analyze your product, identify what’s creating friction, and help you define the right priorities, what to fix and build next.