Projects/Reframe.AI
AI agent startup · Investor deck · 2024

The deck that raised $2M.

Reframe.AI is an AI agent tool startup. I designed the investor pitch deck from narrative to visuals to export, and they closed a $2M round on it. Then I stayed to consult on the product webpage with their staffed design team. Founder-friendly engagement, fundraising-friendly outcome.

My role
Deck designer · UX consultant
Tool
Keynote · Figma
Year
2024
Where it landed
$2M raised
AI · SaaSInvestor DeckProduct UX$2M raised
Decks don't raise money.
Narratives do.
The deck is the proof.
The brief: "We have the product. We need the deck."
The bet: Designed in Keynote, fast iteration with the founder in the room.
The result: Closed the round. Then stayed for UX consulting.
The model: They call back.
$2M
Raised on the deck I designed, full round closed
1
Founder, one designer, one room, fast iteration loop
2x
Engagement: deck → product UX consulting after the raise
Kn
Keynote. Yes, Keynote. Founders love it. Investors don't care.
The job

"We have the product. We need the deck."

Reframe.AI was building an AI agent tool, solid engineering, real demo, no investor narrative wrapping it. The founder needed to walk into VC rooms with 10–14 slides that closed the conversation. Not a portfolio deck. Not a product spec. A fundraising deck, the kind that tells a partner-meeting story in 8 minutes flat.

"The deck is the proof. The narrative is the bet."

Why Keynote

Keynote, not Figma. Speed > polish.

Most designers reach for Figma. I designed this one in Keynote, because the founder lived in Keynote, the deck needed to be edited live during partner calls, and exporting clean PDFs to a deck-distribution tool mattered more than pixel-perfect prototypes. Keynote also forces typographic restraint. No flexbox to hide behind.

That decision shaped everything: tighter copy, fewer slides, real iteration cycles in the same tool the founder would later use to update the deck for new investors. The best design tool is the one the team can keep using after you leave.

Five deck calls that mattered

The decisions that shaped what closed the round.

01 · One sentence per slide
If the slide needed a paragraph, it was the wrong slide. Each slide had one job, one claim, one number, one visual. The 10-slide deck did the work of a 30-slide one.
02 · Problem before product
The first three slides never mentioned the product. Set up the pain so badly that the product feels inevitable by slide four. Investors buy problems, not features.
03 · One screenshot, not a tour
The product slide was a single hero screenshot with one annotation. Not three side-by-sides, not a feature grid. One image. Investors want to know what it looks like to use, not what's in the menu.
04 · Numbers as the closer
Market sizing, projected revenue, comparable exits, all on one dense slide near the end. Not a victory lap, a reality check. Investors who didn't already believe weren't going to. The deck was for the ones leaning in.
05 · Designed for being edited
No master slides, no Keynote magic. Everything editable by a non-designer, text fields, named color tokens, swap-ready screenshots. The founder updated it 6+ times during the raise without me. Exactly the goal.
06 · Stayed after the close
Post-raise, I stayed on as a UX consultant, supporting the staffed design team on the product webpage. Visual alignment, hierarchy, balance. The relationship beats the contract every time.
Deck structure

What closed it.

The full deck stays private, founders' raise materials usually do. But here's the shape that pulled in $2M: open on the hook, frame the problem for three slides before product, land the product in a single hero screenshot, then close on market sizing and the ask.

  1. 01 Title slide · the narrative hook
  2. 02 Problem framing · three slides before product
  3. 03 Product slide · single hero screenshot
  4. 04 Market + numbers · the closer
Where it landed

$2M closed. Designer they kept calling.

The round closed. The deck did its job, got the founder in rooms, got partners over the line, gave the team something to point to. Then I stayed on as a consultant to support the in-house designers on the live product webpage, visual alignment, hierarchy, copy weight. That's the model I want more of: deck-and-stay, not deck-and-leave.

Real talk
Real talk

I'd price the post-raise consulting into the original scope. Founders almost always need help applying the deck system to the rest of their surfaces, webpage, sales materials, hiring deck, and they always under-budget that next phase. Scoping it upfront would have given the team a clearer runway and me a smoother handoff. The deck-and-stay model works; the deck-and-renegotiate model wastes a month.

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