Work

Engagements in progress.

Rebirth is in its design partner phase. These are real engagements with real companies, anonymized to industry level. No fabricated metrics. No invented client names. The work speaks for the process.

2 engagements complete
2 engagements upcoming
Design partner 01Logistics

A mid-market freight forwarder whose website said nothing about what they actually do.

Situation

A 200-person freight forwarding company with 18 years of cross-border expertise. Their website had not been meaningfully updated since 2019. Service pages listed capabilities but never explained the operational context a logistics buyer cares about: customs brokerage timelines, carrier network depth, compliance certifications. The company was invisible in AI search results for their core corridors.

Approach

  • 01Extracted a Knowledge Graph from 340+ content assets: website pages, case studies, RFP responses, carrier partner documentation, and two decades of trade lane data embedded in internal presentations.
  • 02Built an AI Society of 1,200+ personas spanning shippers, logistics managers, procurement leads, and compliance officers across their target verticals.
  • 03The AI Society interrogated every page. The services page drew the most critique: personas could not determine which trade lanes the company actually operated, what certifications they held, or how they handled exceptions.
  • 04Rebuilt the site page by page. The services page was restructured around trade corridors and compliance capabilities rather than generic service categories. Each page was re-tested against the AI Society before staging.

Outcome

The rebuilt site launched via zero-loss cutover. The Knowledge Graph now contains structured relationships between services, trade corridors, certifications, and customer segments. The company is using it to power sales enablement materials and is exploring AI chat grounded in the graph. Full performance data from the post-launch period is still being collected.

AI Society findings

JL
Anonymized PersonaVP Supply Chain

“I cannot tell from this page whether you handle customs brokerage in-house or outsource it. That distinction determines whether I take a second meeting.”

RK
Anonymized PersonaProcurement Director

“Your case studies mention 'end-to-end logistics' five times but never specify which legs you actually operate versus broker out.”

Knowledge Graph excerpt

Service: Cross-Border Freight
Corridor: US-MX-CA
Certification: C-TPAT
Capability: In-House Brokerage
Segment: Mid-Market Shippers
Design partner 02Legal services

A commercial law firm with deep specialization that read like every other firm online.

Situation

A 40-attorney commercial law firm with recognized depth in supply chain disputes and cross-border contract work. Their website followed the standard law firm template: partner headshots, practice area lists, and a news section last updated months ago. Despite winning complex matters that peers referred to them, their web presence communicated nothing distinctive. Prospective clients who found them through referrals often said the website almost talked them out of calling.

Approach

  • 01Extracted a Knowledge Graph from 280+ assets: website content, published articles, CLE presentations, representative matter descriptions (redacted per bar rules), and partner thought leadership across legal publications.
  • 02Built an AI Society of 900+ personas including in-house counsel, GCs, procurement lawyers, operations executives evaluating outside counsel, and referring attorneys across adjacent practice areas.
  • 03Personas flagged that practice area pages were indistinguishable from competitors. The firm's specific expertise in supply chain disputes was buried in a generic 'commercial litigation' category. Referring attorneys could not find the information needed to explain the referral to their own clients.
  • 04Rebuilt the site with practice areas restructured around the problems clients actually bring, not internal departmental labels. Representative matters were rewritten to foreground the commercial context, not just the legal theory.

Outcome

The rebuilt site launched via zero-loss cutover. The practice area restructuring surfaced the firm's supply chain dispute work as a standalone area for the first time. The Knowledge Graph is being explored as a foundation for client-facing thought leadership and AI-ready content. Post-launch performance tracking is underway.

AI Society findings

DW
Anonymized PersonaGeneral Counsel

“The practice area page says 'commercial litigation' but I need to know if you have handled freight contract disputes specifically. I am not going to call to find out.”

SP
Anonymized PersonaReferring Attorney

“When I refer a client to this firm, I need a page I can link to that explains their supply chain expertise. Right now there is nothing I can send.”

Knowledge Graph excerpt

Practice: Supply Chain Disputes
Matter Type: Freight Contract
Jurisdiction: Cross-Border
Expertise: USMCA / Incoterms
Audience: In-House Counsel
Design partner 03Upcoming

B2B professional services

Engagement scoped. Knowledge Graph extraction scheduled. Case study will be published here upon completion, anonymized to the same standard as existing studies.

In progress
Design partner 04Upcoming

B2B technology services

Discovery call completed. Engagement scope in review. This slot will contain a full case study following the same structure as the completed engagements above.

Scoping

A note on anonymization

Real work. Honest reporting.

Every case study on this page describes a real engagement with a real company. Client names, employee names, and identifying details are anonymized to the industry level. Persona names shown in AI Society findings are synthetic labels, not real individuals.

We do not fabricate metrics. Where we describe outcomes, we describe what was delivered and what is being measured, not projections or estimates. Post-launch performance data will be added to each study as it matures.

If you are evaluating Rebirth, the discovery call is the place to discuss specifics. We can share more detail under NDA where appropriate.

Interested in becoming a design partner?

Two slots remain in the current cohort. The discovery call scopes your engagement precisely. No generic proposals.

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Currently working with 4 design partners