SESSION AI
Creating a Category
Rebranding ZineOne to Session AI and creating a new market position around “in-session marketing”
Role: CMO
Scope: Positioning • Category Creation • Brand • GTM • Research • Digital
The Challenge
ZineOne had sophisticated technology, strong customer proof and a clear ability to influence shoppers in real-time. But the story was still anchored in the broad category of real-time marketing and focused heavily on how the product worked. We needed a clearer, more ownable way to explain the unique value. It needed to differentiated the company in a crowded market and make the opportunity immediately understandable to enterprise buyers.
The Positioning Shift
We reframed the company around a simple idea: the biggest opportunity happens while the customer is still in the session and often before they’ve identified themselves.
That became In-Session Marketing: a clearer, more ownable category built around understanding anonymous visitors, predicting intent and acting in the moment.
Building Session AI
Turning the positioning into a brand.
The new positioning needed more than new messaging. We had to rebuild the company around it -- from the name and identity to the website, sales story and customer-facing experience.
ZineOne became Session AI, giving the company a name that directly reinforced the category we were creating while signaling the credibility and weight we wanted with enterprise buyers. The brand shifted from a technical, feature-heavy story to a cleaner, more confident system built around one idea: understand intent and act while the customer is still in-session.
The identity, visual system and voice were all designed to reinforce that same idea -- making a sophisticated AI product feel clearer, more human and more distinctive without losing the seriousness required for enterprise buyers.
We chose Session AI, not Session.AI, intentionally. The cleaner construction gave the name more gravity and credibility with enterprise buyers while tying the company directly to the category we were creating.
Name
The mark was built around the product story. Its graphic represents the five clicks Session AI needs to begin understanding visitor intent allowing us to turn a core product differentiator into a recognizable brand asset.
Logo
New Logo
Deep midnight and lavender tones were paired with electric yellow to bring the “window of opportunity” idea to life. The visual system conveyed time in motion, with bright pops of color drawing attention to where action mattered most.
Visual Identity
New Website
Tone of Voice
We deliberately moved away from dense, technical SaaS language. The new voice was confident but understated, human rather than jargon-heavy, active, concise and proof-led. It was designed to feel progressive without sounding like a startup trying too hard.
Taking the new story to market.
GTM Launch
The rebrand only mattered if the market experienced it as more than a new name and logo. We built the launch around a small number of high-impact moments designed to introduce Session AI, establish the in-session marketing category and give sales a stronger story to take into enterprise conversations.
We identified ShopTalk and Adobe Summit as the two tentpole events for the rollout, using them to bring the new positioning, visual identity and messaging to life in front of the buyers we most wanted to reach.
Make the brand impossible to miss.
In a sea of conventional, boxy, SaaS booths, I wanted Session AI to feel immediately different.
We created an open, architectural experience using translucent walls and dramatic up-and-down lighting to make the space feel premium, modern and unmistakably ours.
We even worked with the venue to reduce the overhead lighting, allowing the illuminated walls to become the focal point of the space.
The booth became a physical expression of the brand: restrained, confident and designed to pull people in without relying on visual noise.
Give the category something to stand on.
A new category needs more than a name. To give in-session marketing substance and create a reason for the market to engage with the idea, we developed first-party research around the State of In-Session Marketing.
The research gave us a credible platform for thought leadership, content, PR, sales conversations and event programming — helping move the category from a marketing claim to a broader point of view on how ecommerce should evolve.
One story. Every touchpoint.
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Research Report
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Sales One-Sheet
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Website
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Sales Slides
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LinkedIn Ad
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Conference Sawg
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Physical Collateral
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Example Billboard
The goal wasn’t simply to launch a new brand. It was to give Session AI a stronger enterprise story that could create engagement, sharpen sales conversations and generate commercial momentum.
A new story that created momentum.
Impact
160
60 Qualified • 3 Opps created within 15 days
Meetings across Adobe Summit + ShopTalk
+68.8%
YoY growth in qualified meetings
Q1 2023 launch quarter vs. Q1 2022
+75%
YoY ARR Growth
2023 vs. 2022 • Rebrand launched March ‘23