Eduardo Belluti Logo

Turning Stranded Capacity Into AI Infrastructure

Summary

I led brand, positioning, and product delivery for PhysaFlow, an AI infrastructure company coordinating power, cooling, compute, and workloads to unlock stranded data center capacity.

Working directly with the founder, I led a team of two designers to deliver a new brand, live website, and capacity calculator. From positioning through development.

Three stages of adoption: observe, validate, and automate

About

PhysaFlow coordinates power, cooling, compute, and AI workloads to unlock stranded data center capacity. I made that technical value clear: how much more AI could operators run on infrastructure they already have?

Positioning

  • Led competitive research and positioning around running more AI on existing infrastructure.
  • Aligned the website, deck, and calculator around the capacity opportunity, connected systems, and a facility assessment.
Three stages of adoption: observe, validate, and automate
Adoption path: observe, validate, automate.

Leading creative direction

  • Led the brand redesign, translating market positioning into a consistent identity across web and company communications.
  • Directed color, typography, and imagery to connect the technical story to real infrastructure and its operators.
  • Enabled consistent execution with a shared brand hub of guidelines, logos, and ready-to-use communication assets.
PhysaFlow horizontal logo with its blue and copper symbol
PhysaFlow animated symbol with a rotating copper cube
A connected identity, from the full logo to a symbol in motion.
Light PhysaFlow business card with the redesigned brand identity
Dark PhysaFlow business card using the same identity and message
One identity, expressed in light and dark.
White cotton T-shirt with the blue, copper, and navy PhysaFlow logo printed across the chest
The identity, out in the world.
Interior infrastructure photography selected for the PhysaFlow brand
Photography grounds the brand in the scale and geometry of real infrastructure.
People working with infrastructure in warm sunset light
Human precision. Warmth and purpose.

Website delivery

  • Designed, wrote, and built the website in Next.js, React, and TypeScript; deployed through GitHub and Vercel.
  • Made the opportunity interactive with a homepage capacity slider and a calculator using visitors’ facility inputs.
Three stages of adoption: observe, validate, and automate

Capacity calculator

  • Built instant estimates from IT capacity, cooling, and utilization.
  • Simplified inputs with optional workload, resiliency, and visibility refinements.
  • Made results actionable: stranded capacity, annual exposure, GPU-hour equivalents, and recoverable value.
  • Enabled saved and shared results through email capture and delivery.
Three stages of adoption: observe, validate, and automate

Leadership

  • Led two team members with Jira, twice-weekly founder reviews, and monthly company updates.
  • Connected strategy to delivery across research, brand, content, design, and development.
  • Owned final decisions while directing and reviewing AI-assisted exploration and execution.

Outcomes and accomplishments

  • Delivered a new brand, live website, and shared resource hub.
  • Shipped a capacity assessment with calculation logic and emailed results.
  • Unified the value proposition across the website, deck, and assessment.

Live project