Performica

Challenge

Performica is a radically different kind of HR tech—an AI-powered platform that maps influence, performance, and attrition risk inside complex organizations. But when I joined, none of that was clear. There was no brand, no narrative, no visual language—just powerful tech and a big idea: make critical operational and workforce decisions confidently!

My challenge: translate this invisible value into a clear, credible, human story that resonates with HR leaders and CFOs alike.

 What we needed was something clear.
Something you could trust.
Something like Google Maps in the Age of Columbus.

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Solution

I built the brand from scratch:

• Defined voice, tone, and visual identity
• Designed the core narrative around clarity, fairness, and trust
• Created sales decks, demo flows, and award-winning campaign materials
• Hired and led a cross-functional creative team (design, copy, motion, web, dev)
• Developed LinkedIn outbound content and Apollo messaging strategies to support sales

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Key elements:

• Messaging: “Make critical operational and people decisions confidently.”
  
• Narrative arc: From ‘broken performance reviews’ to ‘X-ray vision for org health’
  
• Design system: Soft, network-driven visuals echoing the product’s social graph
  
• Storytelling strategy: Emotion-forward messaging backed by hard performance data
  
  

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Impact

• Established Performica’s brand from the ground up, contributing to a $3M seed raise
• Helped secure major HR industry awards (TalentCulture, SHRM, Brandon Hall)
• Positioned the company as a thought leader in people analytics
• Drove qualified sales leads through outbound campaigns and clear positioning
• Built a cohesive visual system across web, product, and investor materials
• Led creative across all channels to ensure brand consistency and audience engagement
• Developed targeted outbound campaigns to PE firms using personalized billboards and tailored messaging strategies

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“Dima has been the creative engine behind Performica’s brand and marketing from day one.”

—Alex Furman, CEO, Performica

Role

Creative Director from inception. I led the brand strategy, messaging, design, team building, and go-to-market creative execution. I bridged technical complexity and emotional clarity—transforming a backend algorithm into a product people trust.

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