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case study
How Athos Commerce defined and scaled its brand voice in 4 Weeks
—using custom AI built by The BaaS Company
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In January 2025, three tech companies – Klevu, Searchspring, and Intelligent Reach – merged to form Athos Commerce, a new leader in AI-powered search, personalization, merchandising, and omnichannel product discovery. Their services are being merged into one offering.
The new company needed new marketing material to describe its products and services. Everything from product descriptions to emails needed to be reworked. As the first and most urgent task, the marketing team was asked to create a new website for the company, and it had to go live about a month later!
Rachel Tonner, VP of Product Marketing, has a team of experienced designers, product marketers, web developers, and copywriters. But while the technical and visual aspects were underway, the content side posed a particular challenge. They needed to rewrite every key page — about 25 in total—under a brand that didn’t yet exist.
Everyone wrote differently. The messaging was scattered. And though Rachel had been using AI tools since ChatGPT came out, she knew that simply prompting AI wouldn’t fix a fragmented brand voice.
Solution
Rachel reached out to The BaaS Company, with a clear request: help us find our tone of voice, make the guidelines usable for humans and machines, and help us get there fast.
Instead of jumping straight into AI implementation, The BaaS Company began with a tone of voice audit. They analyzed key materials from across the organization: sales decks, product presentations, internal announcements, and blog posts, and found the differences and inconsistencies in all those pieces of content. Then, using a brand model adapted from academic research, they identified a fitting tone of voice for the new company: Focused Contrast. This became the baseline for creating instructions for humans as well as the AI system.
Once the tone of voice was defined, The BaaS Company delivered:
- A detailed tone of voice guide, including descriptions of the tone, “word menus”, do’s and don’ts, and a complete style guide that includes spelling, grammar, syntax, and punctuation. This guide is understandable for both humans and machines.
- A custom GPT model embedded with the above guide as well as Athos company information.
- Training for the Athos marketing team on how to use the new tone of voice guide and the custom GPT.
- Instructional videos and documentation for later use and reference and to help onboard more users in the future.
Leoni Janssen from The BaaS Company worked closely with the Athos team every step of the way, adapting and refining the solutions as needed and updating the GPT model as internal discussions evolved. Rachel Tonner feels that she and her team have learned a lot throughout the process, despite having significant previous experience with AI models.
Result
On-brand and on time.
With the AI system trained and the tone of voice locked in, Rachel rewrote 25 key product pages in just a day and a half. The copywriter needed only about half a day for edits. The result? A brand-new website launched on time, with a unified voice that felt distinct and confident.
The response to the new website has been positive, with encouraging comments from internal and external stakeholders.
The GPT is now being prepared for rollout across the organization, expanding to more users, including product leads and salespeople. Every user will get access to training materials and documentation created by The BaaS Company.
Athos is also planning a second phase: integrating richer brand data like product guides and case studies into the AI system.
With guidance from The BaaS company, the Athos Commerce team gained not just a working system but lasting skills and a clear brand voice ready to scale with the business.
If you would like to see how AI could help streamline your brand communications, contact The BaaS company at info@thebaascompany.com
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