SAM AI Launch
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—— Overview
SuiteSpot was launching SAM, its AI agent for multifamily maintenance, into an industry that doesn't trust AI yet. As the only designer, I spent three-plus months giving SAM one face across the product, two websites, a year of LinkedIn ads, the product film and the booth.
Worked with
Date
My role
Tools
—— Results · Company LinkedIn, launch to Aug 2026
Organic LinkedIn impressions
Organic engagement rate
Organic CTR
Campaign CTR
—— The brief
SAM is SuiteSpot's AI agent for multifamily maintenance, and the launch had to speak to several audiences at once. Property operators were the buyers. Residents, technicians and vendors were the people who would talk to SAM every day. Leadership defined the four agents and wrote the core message: easier work orders, with capital projects managed in the same platform. My job was to make all four agents read as one product wherever a customer met them.
—— Decision 01 · One face for four agents
An AI agent is hard to picture, and maintenance teams are wary of software that promises to replace people. Leadership decided what each agent does: Maintenance Request, Maintenance Supervisor, Asset Manager and Capital Project Manager. I decided how they look. All four share one gender-neutral agent concept, shown as a male and female pair, so customers see one platform and a helper on the team. A speech-bubble badge in its own color marks each agent's job, so adding an agent takes one new badge, not a new identity.
—— Decision 02 · Show the product working
Maintenance teams don't buy AI from a tagline. They buy it when they watch a leaking dishwasher go from a resident's call to a closed work order. So this animation follows SAM's real Maintenance Request flow from start to finish, built from simplified product screens instead of abstract AI imagery.
—— Two product sites
Leadership wrote the copy for both product sites and handed it to me as documents. I turned each section into something a property manager could scan in a few seconds: a stat card for speed, a before-and-after for after-hours calls, a building that greets residents in 35 languages. I designed both sites in Figma, and a developer built them.
—— A year of LinkedIn ads, built up front
Rather than design ads one week at a time, I built a year-long library before launch. Each set carries one core message, so marketing could post whichever message the calendar called for without waiting on design. I also wrote every headline and caption in the set.
—— What the numbers say
Organic engagement ran at 7.4% across 100K+ impressions, more than double LinkedIn's typical 1-3% range, and the paid campaign's 0.79% CTR beat the B2B benchmark. I can't credit design alone for that, because leadership owned the message. What I owned was the SAM visual system, and it ran through every one of those posts.
—— What I changed
The first year's library was one long list, so the results came back as totals. I couldn't tell which product or which message drove engagement. For 2026 I rebuilt it by product: SAM, Asset Intelligence, the maintenance platform, and campaigns like the webinar. Every post now records its intro text, headline and CTA, so each batch can be compared by product and by message.
—— After launch · Monthly release notes
The work kept going after launch. Since June 2026 I've designed a monthly release-notes newsletter for current SAM customers and prospects, five issues so far. Each issue introduces new features with a product visual and a short "why it matters" section, in the same SAM look, so every email reads as part of a product they already know.
