Transforming a research project into a cleantech startup
I joined Telefónica’s moonshot factory, Alpha, as a founding designer, helping turn its energy research initiative into the venture-ready cleantech startup Bia. Over six months, I supported team and company building while leading design across brand and product.
Goal
Transform Alpha’s energy moonshot into a venture-ready startup. Shape the brand, define the product, and build the traction needed to secure funding.
Visual identity
Bia—named after the Greek goddess of force and power—is a cleantech startup focused on smart EV charging for fleet operators, maximizing uptime and minimizing costs and emissions.
I developed Bia’s visual identity to feel technical yet warm, trustworthy yet playful, designing the logo, color palette, and typography system.
Website & pitch decks
In parallel, I iterated on pitch decks and launched a marketing website using Webflow. This was both a visual design and communication challenge: articulating Bia’s value proposition and explaining complex energy topics—electrification, sustainability, intermittency, and the opportunities they created—in a clear and compelling way.
Speculative UI
Toward the end of my engagement, I shifted focus to interface design. Unlike a typical UI project, these designs were not intended for implementation but for communication. We used them as marketing assets and research props in conversations with industry experts—powerful tools to spark understanding and excitement.
