dessie lazaroff
abstraction → synthesis → meaning → system
ABOUT
I work at the intersection of strategy, story, and scale - shaping how emerging technologies define themselves, explain themselves, and earn trust.
My work bridges the foundational and the practical: crafting signals - visual, narrative, spatial - that guide instinct before thought. I operate close to technical and product teams, setting direction early without locking them down - so execution evolves, but the brand stays unmistakable.
I work at the intersection of strategy, story, and scale - shaping how emerging technologies define themselves, explain themselves, and earn trust.
My work bridges the foundational and the practical: crafting signals - visual, narrative, spatial - that guide instinct before thought. I operate close to technical and product teams, setting direction early without locking them down - so execution evolves, but the brand stays unmistakable.
AICADIUM
STRATEGIC POSITIONING FOR INDUSTRIAL AI ADOPTION
(Strategy Lead, Communications Framework)In 2022, in a climate of AI skepticism and post-crypto distrust, AIcadium faced stalled adoption driven by confusion, executive uncertainty, and workforce resistance.
I defined a communications architecture reframing industrial AI from opaque disruption to transparent, explainable infrastructure.
The core shift: reposition AI transformation as an ongoing, legible process — not a one-time implementation event.
Built multi-stakeholder messaging spanning C-suite strategy, operational integration, and workforce education, aligning leadership, technical teams, and public perception under a single clarity-first narrative.
Result: repositioned AIcadium from AI vendor to trusted transformation partner.
I defined a communications architecture reframing industrial AI from opaque disruption to transparent, explainable infrastructure.
The core shift: reposition AI transformation as an ongoing, legible process — not a one-time implementation event.
Built multi-stakeholder messaging spanning C-suite strategy, operational integration, and workforce education, aligning leadership, technical teams, and public perception under a single clarity-first narrative.
Result: repositioned AIcadium from AI vendor to trusted transformation partner.
ENOVIX
RED QUEEN HYPOTHESIS
STRATEGIC REFRAMING OF BREAKTHROUGH BATTERY ARCHITECTURE
(Strategy Lead, Narrative Framework )Enovix introduced 3D silicon lithium-ion architecture capable of redefining battery performance, but risked being absorbed into “incremental improvement” narratives.
I defined the Red Queen framing to reposition Enovix not as a better battery, but as necessary evolution in a competitive ecosystem where stasis equals decline.
Developed narrative and visual frameworks guiding PR, investor communications, and B2B positioning — translating deep engineering innovation into market-relevant urgency.
Shifted perception from feature improvement to structural advancement.
I defined the Red Queen framing to reposition Enovix not as a better battery, but as necessary evolution in a competitive ecosystem where stasis equals decline.
Developed narrative and visual frameworks guiding PR, investor communications, and B2B positioning — translating deep engineering innovation into market-relevant urgency.
Shifted perception from feature improvement to structural advancement.
DASSAULT FALCON JET
SELLING THE INVISIBLE
GLOBAL ANNOUNCEMENT ARCHITECTURE FOR LUXURY AEROSPACE
(Creative Director, Conceptual Positioning)Dassault needed to secure $65M aircraft commitments for a jet five years from delivery. The challenge: create conviction without physical product.
I defined a semantic and visual architecture positioning the Falcon 5X not as a forthcoming aircraft, but as inevitable evolution in long-range aviation.
Constructed narrative pillars (AIR BORN, AVIANICS, SUN KING) built on constructed words, aligning French engineering heritage with aspirational positioning in East Asian luxury markets.
The framework unified global announcement communications and generated early demand based on vision rather than product demonstration.
I defined a semantic and visual architecture positioning the Falcon 5X not as a forthcoming aircraft, but as inevitable evolution in long-range aviation.
Constructed narrative pillars (AIR BORN, AVIANICS, SUN KING) built on constructed words, aligning French engineering heritage with aspirational positioning in East Asian luxury markets.
The framework unified global announcement communications and generated early demand based on vision rather than product demonstration.
