2018 - 2024 / Strategy / Service Design / Data
FreshBI
Strategic Consultant and Service Designer
Turning complex data expertise into a clear story that signed clients on its own.
As the strategic consultant and service designer at FreshBI, a cloud-based business intelligence consultancy, I optimized brand strategy, streamlined content, and created compelling sales collateral. I also designed Power BI dashboards to help clients drive key business decisions and built the brand strategy for their spin-off business AntiPrem, which targeted enterprise clients with a full-scale Azure data solution. Working with FreshBI from 2018 onward, I helped the company consistently sign 2-3 clients per month and grow from 3 founders to 20+ team members.
Visit website
Strategy / Service Design / Data
Before
Deep technical expertise, scattered messaging, and prospects who needed a 45-minute call just to understand the offer
- FreshBI had deep technical expertise in Power BI, data governance, and cloud analytics, but their external messaging was scattered. The website used dense technical language that buried the value proposition. Sales collateral was built on the fly for each prospect, and there was no unified brand story connecting their dashboard, consulting, and training services.
- Craig, the CEO, knew his business but needed someone who could listen to what FreshBI did and translate it into a clear, visual message. The team of 3 founders could not scale because every client conversation started from scratch, explaining the same concepts over and over.
After
A clear brand, a repeatable sales story, and Power BI dashboard design that closed deals without a deep-dive call first
Brand Strategy and Website Overhaul
Rebuilt the entire brand strategy on Squarespace, transforming dense technical language into clear, benefit-driven messaging. Consolidated product pages, modernized visuals, and created a consistent external story that prospects could understand without a deep-dive technical call first.
Power BI Dashboard Design System
Collaborated with FreshBI's Power BI coaches to incorporate branding and design elements into every dashboard. Created the Dashboard Commandment Guide and the Data Governance Maturity Model. All dashboards went through quality checks to ensure top quality.
Sales Enablement and Internal Tools
Built a revenue dashboard for internal tracking across business divisions. Created a process optimization infographic and designed a heavy equipment dashboard that doubled as a sales template. Started integrating AI to help clients extract answers from their data.
Annual Reporting and Client Communication
Produced an annual report highlighting company progress, sent to external clients for relationship building and branding. Every piece of client-facing collateral reinforced the same clear, professional brand.
AntiPrem Spin-Off Brand Strategy
Led the brand strategy for AntiPrem, FreshBI's spin-off targeting premium enterprise clients. Positioned the offer as a full-scale turnkey data solution built on Microsoft Azure, creating a distinct brand identity that stood alongside FreshBI without confusing the market.
Consistent Growth and Partner Status
FreshBI consistently signed 2-3 new clients per month. The team grew from 3 founders to 20+ over 6 years. The company earned Microsoft Power BI Silver Partner status as a direct result of elevated market presence and consistent brand positioning.
The outcome
A business intelligence consultancy with a clear brand story, a repeatable dashboard design system, and consistent sales growth from 3 founders to a 20+ person team with Microsoft Silver Partner status.
What the team says
Joseph has been a key player in our team in our quest to build a framework that communicates exactly what our company, FreshBI, is and what we can offer to our customers. He has the ability to listen to the business owner's story and independently translate that into a succinct and visual message. He is always on time and on budget and most importantly, always delivers a high quality product with high service levels. I would recommend Joseph to any company, anytime.
I collaborate with FreshBI's Power BI coaches in incorporating the branding and design elements from their clients. Together, we ensure that the visual elements of the dashboards align with their identity, empowering them to make informed decisions quickly and effectively while leveraging our expertise in data visualization.
Project gallery
Additional projects completed (shared under NDA terms)
Annual Report
Designed a full annual report that turned a year of milestones into a clean, visual story the team could share with clients and investors. Six key moments captured across training, team culture, and client delivery.
Internal Revenue Dashboard
Built a real-time Profit & Loss dashboard in Power BI connected to Sage Intacct. Gave leadership instant visibility into gross margin, payroll, overhead, and profit without waiting for month-end spreadsheets. ROI metrics like ROA and ROE were surfaced directly in the view.
Process Optimization Infographic
Created a cloud migration visual that made a complex SAP-to-Azure architecture easy for stakeholders to understand at a glance. Turned technical components like VPN gateways, data factories, and database endpoints into a clear decision-ready diagram.
Dashboard Commandment Guide
Built a design framework that gave the FreshBI team a repeatable system for creating dashboards that actually tell a story. Three clear principles guided every output: narrative structure, visual quality, and what to avoid. Raised the bar on every deliverable.
Data Governance Maturity Model
Translated an academic maturity framework into a practical visual that helped FreshBI and their clients see exactly where they stood and what the next stage looked like. Made a complex model actionable instead of theoretical.
Heavy Equipment Dashboard
Delivered a Power BI dashboard that turned complex operational data into clear answers for a heavy equipment client: regional rankings, competitor intelligence, $10.1M in tracked product sales, revenue projections to 2029, and an AI-powered panel that answered inventory questions on the spot.