To kick-off the project, we held a brand strategy workshop with the Enlitia team. This workshop focused on determining the strategic direction, an integral part of the entire branding process. Enlitia was to establish its own brand, representing a separate solution independent from Smartwatt. Therefore, we facilitated exercises on Brand Positioning, Brand Archetypes, and Tone of Voice to craft a distinctive verbal and visual identity. Enlitia aims to position itself as a robust and confident brand, offering a unique value proposition and an explanatory approach to AI. The matching Brand Archetypes, hence, would be the Creator and the Sage: on the one hand daring and inspirational, on the other knowledgeable and guiding. The cleantech startup should speak to its audience in a professional and enthusiastic manner, without being too formal or romantic.