BRANDthrō

Business intelligence focused on emotional responses to conceptual or linguistic triggers.

2020

Chief Experience Officer

I joined BRANDthrō to help reimagine its offering and build a compelling experience around its core scientific innovation. That effort gave rise to PROXI AI, with BRANDthrō serving as a stepping stone on PROXI’s product roadmap: where PROXI gathers neurotech data through EEG headsets, BRANDthrō uses a survey platform, but both feed into the same proprietary analysis that predicts how audiences will respond emotionally to language, product features, or brand narratives.

I led the design and build of both the public site and the client dashboard—learning Vue, Swift, and even wrangling AWS load balancers along the way—while also modeling the business, shaping investor decks, and acting as de facto sysadmin. That end-to-end exposure, from code to capital, is still the foundation of how I approach new ventures today.

Public Site

Public site, homepage scroll.

Public site, ePR product detail page.

Client Dashboard

Audience Development: OCEAN Personality Breakdown with Radar Charts

Audience Development, Brand Experience Features: Pairwise analysis of various features of your brand's customer experience (product or service, etc.).

Emotional Analysis, Affect: Primary Emotional Responses are tied to future behavior and trust levels.

Emotional Analysis, Authenticity and Tension: Secondary Emotions show you where the tensions in your marketing communications strategy lie.

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