Artificial intelligence can do almost anything these days – except build trust. This is precisely where DRWN comes in. Developed by experienced media specialists, this SaaS platform uses artificial intelligence to continuously analyse, optimise and streamline performance marketing. The biggest challenge, however, lay not in the technology itself, but in communicating its business benefits in a way that people could understand. For potential clients, the crucial question remained unanswered: does using AI actually pay off?
Our task was to turn this uncertainty into trust.
To achieve this, we developed the complete brand identity, a scalable design system and the corporate website based on Drupal 11. The platform combines a clear information architecture with a distinctive visual language that uses animated illustrations to make complex concepts easy to understand. The focus is on the tangible benefits for businesses, rather than abstract technology.
The website was designed from the outset as a powerful marketing tool. Structured content, semantic markup, and search engine and GEO optimisation ensure that content is optimally understood by both traditional search engines and AI-powered search systems. HubSpot and Calendly integrations also support a fully automated lead and sales process.
At the heart of the platform is a decoupled ROI application. Users enter their company data via a Drupal form. A custom-developed REST API retrieves the input, processes it using multi-stage calculation logic, and returns the result to the application in JSON format. Market benchmarks, company metrics and various influencing factors are incorporated into a non-linear potential analysis. After entering just a few details, prospective users receive a well-founded assessment of their economic potential – transparent, traceable and in real time.
In this way, an AI platform that requires explanation is transformed into a compelling digital product experience, and complex technology becomes a sound basis for decision-making.
About the project
Challenges
The biggest challenge was to communicate the economic benefits of a highly complex AI platform in a way that was easy to understand. Prospective clients weren’t interested in how artificial intelligence works – they wanted to know whether their investment would be worthwhile.
We solved this problem not with more technical information, but with transparency. The efficiency calculator, developed in-house, makes economic potential immediately visible and transforms abstract AI promises into comprehensible decision-making criteria.
At the same time, the aim was to make artificial intelligence an emotional experience without resorting to the usual visual clichés. To achieve this, we developed a unique world of animated SVG illustrations that give the brand an unmistakable visual identity. Rather than visualising the technical workings in detail, they translate the idea of intelligent processes into a consistent visual language. The result is a product experience that makes technology accessible, builds trust and strengthens the brand identity across all digital touchpoints.
Objectives
- To develop a distinct brand identity for a new AI SaaS platform
- To position DRWN as a trusted partner for AI-powered performance marketing
- To reduce barriers to purchase through transparent ROI calculations
- To generate qualified leads through automated marketing and sales processes
- Building a scalable Drupal 11 platform for the continuous further development of the product
Results
- Development of a fully scalable brand and digital platform
- Implementation of a decoupled ROI application with its own REST API
- Integration of an automated lead process with HubSpot and Calendly
- Development of high-performance animated SVG illustrations to visualise complex AI processes
- Modular Drupal architecture for the continuous expansion of new content, features and use cases
Why Drupal was chosen
DRWN demonstrates how Drupal 11 can be used far beyond the role of a traditional content management system. The platform combines brand strategy, content, marketing automation and a bespoke, decoupled business application to create a consistent digital product experience.
Particularly innovative is the focus on economic transparency. Rather than merely describing the possibilities of artificial intelligence, DRWN makes its concrete benefits comprehensible and measurable. The specially developed REST architecture enables a flexible separation of Drupal, business logic and the calculation model, thereby laying the foundation for a platform that is scalable in the long term.
Drupal takes on the role of the central experience and integration platform. Content, marketing processes and bespoke applications interlock seamlessly, creating a solution that intelligently combines brand communication, lead generation and business logic.
The result is a modern digital platform that demonstrates how open source, an excellent user experience and bespoke software development can work together to make complex AI technology understandable, trustworthy and commercially successful.
Technical Specifications
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