The opportunity
An early-stage robotics company, Persona AI had strong technology but lacked a well-defined brand story. As it prepared for a second financing round, it needed professional investor materials and a digital presence that differentiated it from the consumer humanoid hype. It also lacked marketing and CRM systems to support its fundraising and early commercial discussions.
Positioning for heavy industry
HexaGroup worked closely with Persona AI’s leadership to position the startup around its core advantage: humanoids built for highly skilled, high-risk industrial jobs that humans shouldn’t have to do. Through executive workshops, we defined the category — an industrial humanoid labor platform for skilled work in dynamic, heavy industry environments — to distinguish Persona AI from home assistants and robots that perform predictable tasks in warehouse or factory settings. The brand narrative kept people at the center, emphasizing that Persona AI’s humanoids are designed to take on dangerous work that puts humans at risk — not replace human workers.
Website and investor materials
We rolled out this brand story across numerous foundational materials, including the company’s website and investor presentations. The website’s content focuses on vision, technology and differentiation — a mix relevant to both the investor community and top talent. We also built and refined a comprehensive investor pitch deck to support ongoing fundraising. Like the website, the investor presentation steers clear of hype while communicating confidently and accurately about the startup’s impressive technology, concrete accomplishments, commercialization timeline and vision for Humanoids at Work™.
GTM foundation
We implemented HubSpot CRM as the key tool for Persona AI’s marketing and sales operation. Our GTM efforts also included support for global business development, including positioning for strategic partnerships, the design of a critical early-adopter initiative and the launch of a podcast that communicates the startup’s thought leadership in the fast-evolving humanoid robotics space.
