Creating clarity and credibility for an AI-native finance platform.

What we did

Brand positioning and narrative

Visual, verbal and motion identity

Website design, content and development

Architecture for future products and markets

Sales deck and enablement tools

Ongoing design partnership

Overview

Tabs is an AI-native platform that automates the most critical parts of finance, from billing and collections to revenue recognition and compliance. Built for modern finance teams, it takes on the manual work that slows companies down and gives leaders real-time visibility into their business.

As the company grew, the brand needed to match its ambition. The opportunity was to show why Tabs was different in a crowded field, earning the confidence of CFOs and Controllers and creating a system that could scale across new products, markets and audiences.

We worked side by side with the team to define their position, evolve their identity and build a website and sales tools that carried the story with clarity and credibility. Today, Tabs shows up with clarity, credibility and a brand that reflects both the seriousness of finance and the innovation of AI.

tabs.inc

In focus

01

Making the difference clear

Tabs was already competing in a crowded space where finance teams faced a blur of vendors with similar promises. They were built differently, with AI from day one and revenue recognition and compliance at the centre, but the story wasn’t cutting through. We worked with the team to define a position that surfaced those strengths and developed a brand system that spoke directly to the finance leaders they were made for.

02

From features to impact

Finance leaders needed to understand the value of Tabs in practical terms: Faster cash collection, realtime visibility of revenue, time saved on manual work, and compliance without the effort. We worked with the team to put those outcomes at the centre of the story, moving the message from features to impact.

03

The commercial graph

The strength of Tabs lies in its commercial graph, a data layer that combines structured and unstructured information from contracts, CRMs and payment systems into a single record of truth. It underpins everything the platform delivers. Invoices go out on time and in the right format, revenue is recognised against the right schedules, and audit trails are always complete. We translated this from technical detail into a clear narrative that positioned the commercial graph as proof of accuracy and control, giving finance leaders confidence in the automation behind the product.

04

AI you can trust

Finance is one of the last places where leaders are willing to take chances on new technology. Mistakes are not just inconvenient, they carry regulatory risk and can undermine confidence in the business itself. Tabs needed to show that its AI was different, designed to take on critical processes without sacrificing accuracy or control. We shaped the story around AI as dependable coworkers that handle repetitive tasks but know when to involve people, ensuring nothing slips through the gaps.

05

Extending the story

Tabs was entering a stage where the product would expand, new audiences would need to be reached and every touchpoint would be judged by finance leaders making high-stakes decisions. We built their brand and website with that future in mind, creating a system flexible enough to carry new products, new markets and new demands while staying clear and consistent.