I co-founded BRAIN in 2015 with the goal of creating the first smart telemetry device for track motorcycles that did not need to be connected to the motorcycle's ECU. The system combines proprietary hardware and software to provide real-time data analysis and practical tools to improve on-track performance.
As co-founder and UX Lead, I was responsible for all corporate and product communication - from identity to app to packaging - in a startup of only three people.
Communicating the value of a technically complex IoT device to a passionate but non-technical audience - motorcycle racers and enthusiasts - required translating dense engineering into a compelling, human story. The design needed to be both professional and playful, to attract all enthusiasts.
Core design principles: clarity above all - readable data, clear hierarchies, minimal visual noise. Reliable real-time feedback with consistent latencies. Safety in alerts: signals obvious, never ambiguous.
A distinctive product brand with strong visual identity, compelling narrative, and cohesive experience across physical product, packaging, app UI, and digital channels. The Kickstarter campaign was successfully completed, receiving very positive feedback from prominent motorsport figures including Marco Melandri, Sam Lowes, Marco Lucchinelli, and the Simoncelli Foundation.
The product outlived the startup that made it: the device we conceived, designed and developed is today distributed by Pirelli.
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