A Human-First AI Brand Is Born
CASE STUDY – Dr. Arzu Sedef | FuturfAI
FROM LEGAL EXPERT TO VISIONARY KEYNOTE SPEAKER
When Dr. Arzu Sedef first approached me, she had over 20 years of experience in IT law, teaching, and corporate leadership, but no clear personal brand to support her mission of building a human-centered future in the age of AI. She wanted to launch a new brand and speaking business that blends AI law, ethical innovation, and modern leadership without getting stuck in overused New Work messaging.
So we set out to build the future, with her at the centre of it.
PHASE 1: FINDING THE POSITIONING
We started by guiding Arzu through a deep brand strategy process, exploring potential niches from “Change Expert” to “Legal Futurist.” The outcome? A bold new positioning:
“I help companies create a legally sound AI- and human-centered work environment.”
We defined her niche as:
AI Law & Future Work – Combining legal clarity, ethical leadership, and people-first innovation
We also shaped the foundation of her new brand:
-
- Name: FuturfAI
- Tagline: Human-fisrt future. Together with AI.
But also, category Claim, personality, main communication.
This clarity unlocked everything else.
PHASE 2: FULL BRAND STRATEGY & BUSINESS DEVELOPMENT
Once we had the foundation, we built the full business and marketing strategy:
- In-depth target audience segmentation
- Full market and competitor analysis
- Product suite definition
- Marketing mix (7 Ps) including pricing and expansion plans
We positioned Arzu not just as a keynote speaker, but as a visionary force in shaping AI-powered, people-oriented workplaces.
PHASE 3: BRAND COMMUNICATION & VISUAL IDENTITY
With a crystal-clear strategy, we crafted her tone of voice: Elegant. Knowledgeable. A touch rebellious. Fluent in both law and empathy.
Then, we translated that voice into a clean, modern, and bold visual identity:
- Colour palette based on Arzu’s personal favourites (turquoise, violet, aquamarine)
- Minimalist logo and layout design reflecting her high-end expertise.
- Web-ready design system for consistent brand experience across all platforms
PHASE 4: WEBSITE & ONLINE PRESENCE
We designed and built a custom website for her brand FuturfAI designed to:
- Position Arzu as a keynote speaker and thought leader
- Showcase her mission, vision, and unique voice
- Provide clear CTAs for bookings, workshops, and mentoring
- Guide visitors into her lead funnels through conversion-optimised storytelling
The copy was written to balance legal authority with visionary appeal — and structured to make B2B decision-makers take notice.
PHASE 5: SYSTEMS, FUNNELS, AND SOCIAL MEDIA
No modern brand works without a system.
We:
- Set up email automation and lead magnets to capture and nurture her audience
- Suppoted her in Optimising her LinkedIn and Instagram profiles for visibility and trust
- Supported her in identifying content pillars to activate thought leadership over time

Early Results
-
Arzu gained total clarity on her niche, message, and future offers
-
Full brand system ready to scale across keynotes, workshops, and mentoring
-
A stunning, on-brand website that reflects her mission and builds trust
-
Lead generation systems and funnels set up
-
First keynote at Tomorrow Mind Festival booked within the first quarter
From Jurist to Futurist
Today, Dr. Arzu Sedef is no longer “just” a former lawyer and lecturer. She is the founder of FuturfAI, a high-end brand at the intersection of law, leadership, and AI and a voice of reason in a world racing toward automation.
Her mission is bold. Her presence is unforgettable. Her brand? Built for the future.