Clutch AI - CRE

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/ About the project

Clutch AI – A Smarter Assistant for Commercial Real Estate

The Project
Partnered with Clutch AI, a CRE-focused startup building AI tools to help brokers and investment teams save time on underwriting and marketing. The platform uses generative AI to automate time-consuming tasks like cash flow modeling, comp analysis, and OM data prep. The goal was to help agents and analysts focus on closing deals, not formatting spreadsheets.

I was brought in to lead brand development and design a launch campaign that made Clutch feel both credible and forward-looking.

The Scope
Led creative direction and execution from the ground up. I developed the visual identity and messaging system, and used Jasper AI to shape a clear, benefit-driven brand voice tailored to the CRE audience.

For the launch, I wrote the marketing script and produced a series of videos using Synthesia. Each featured a fully AI-generated spokesperson explaining Clutch’s value in a professional, human-centered way. I also created branded assets for email, social, and sales outreach.

The Solve
Delivered a full brand system and go-to-market toolkit that positioned Clutch AI as a powerful backend tool for brokers and analysts. The campaign clearly communicated how Clutch automates key workflows like generating 10-year pro formas, building IRR tables, organizing comp data, and prepping financial pages for Offering Memorandums.

Behind the Campaign: Jasper AI and Synthesia

To support the Clutch AI launch, I developed the full messaging and content system using AI tools. Jasper AI was used to write platform-specific copy in the Clutch brand voice, including LinkedIn ads, explainer text, and email subject lines written for brokers and asset managers.

Once messaging was finalized, I used Synthesia to produce a series of spokesperson videos, each focused on a specific value prop: spreadsheet automation, comp analysis, OM exports, and deal marketing. These videos were used across both paid and organic channels and allowed us to launch fast without the cost or overhead of traditional production.

The result was a scalable, low-lift content engine that made Clutch’s AI story easy to understand and ready to test across platforms.