I was hired
to do PR.
// We rebuilt
the story.
CLIENT
CurvePoint.ai, Pittsburgh
TIMELINE
Nov 2025 – Sep 2026
MY ROLE
PR lead + story architect
THE WORK
Media relations, positioning, founder content, website, brand, decks, video
CurvePoint uses Wi-Fi signals and AI to understand what’s happening inside a building. No facial recognition, no microphones, no cameras needed for detection. Hard to explain. Very worth explaining.
This is how one PR engagement grew into the company’s whole communications system: the story, the press, the founders’ voices, the brand, the decks, the video and a new website, all telling the same story.
BEFORE — NOV 2025
“Privacy-First Entry Threat Detection for Schools”
THE PROBLEM
// The tech was good. The story had to catch up.
In November 2025, CurvePoint brought me in to do PR. The technology was extraordinary, and so was the team. Its first application, entry threat detection for schools, was working on one of the most serious problems a community can face.
What CurvePoint had was a legibility problem. The website made the company look smaller than it was. The deck, the social content, the media story and the founders’ own words each described a slightly different company.
So yes, we did PR. We also rebuilt the story around it.
//
“If you heard about CurvePoint from a superintendent, read about it in the news, looked up the CEO, visited the website and then opened the deck, you should feel like you’re learning more about the same company. In November 2025, you weren’t.”
EVAN WHITE
THE JOURNEY TEST
// Five doors into one company.
People meet a company through whatever door is closest. By summer 2026, every door at CurvePoint opened onto the same room.
//
A superintendent mentions it
Proof from peers: Chartiers Valley, Hempfield Area and other Pennsylvania districts using it at real entry points.
//
The founders on LinkedIn
RF physics, privacy-first sensing, what real buildings do to AI models, Pittsburgh as a physical-AI hub.
//
The deck
“Foundational sensing intelligence for the physical world.”
ONE STORY //
CurvePoint is building the sensing intelligence layer for the physical world.
POSITIONING
// Schools were the proof. The platform was the story.
School districts were CurvePoint’s first customers. The system was installed at real entry points, and the problem could not have been more serious. That story mattered. It was also only the first application.
Wi-Fi signals already move through nearly every building, and they change as people and objects move. CurvePoint trained AI to read those changes. The same platform that spots a concealed weapon at a school entrance can understand occupancy, detect a fall or flag entry into a restricted area, anywhere cameras are ineffective, intrusive or unwelcome.
The story had to hold two truths at once.
YESTERDAY //
CurvePoint solves a specific, urgent problem in schools right now.
TOMORROW //
CurvePoint is building a sensing intelligence layer for the physical world.
SCHOOLS FIRST. THEN EVERY SPACE PEOPLE SHARE.
K-12 schools
Entry threat detection, live in Pennsylvania districts
Universities + campuses
Access, occupancy and restricted areas
Healthcare + elder care
Falls and movement, with privacy intact
Workplaces + beyond
Occupancy and activity for any space
The homepage now opens with a line that gives the company room to grow. Schools are still central. Now they’re where the technology is proven first.
PRODUCT STORY
// Make the technology explainable.
Live with your own technology long enough and you start writing sentences where every word is accurate and nobody outside the building knows what they mean. CurvePoint sits where RF sensing, machine learning, hardware, physical security and privacy meet, which leaves plenty of room to bury the interesting part.
We kept coming back to one plain explanation:
Wi-Fi signals bounce, bend and distort around people and objects. CurvePoint’s AI learns to read those patterns.
//
SensePod captures
Changes in the Wi-Fi environment at an entry point. No cameras, no microphones.
//
Wi-AI understands
Reads the signal patterns in real time and recognises what matters.
//
Your team acts
Alerts route into the response plan the school already has.
MEDIA RELATIONS
// PR became proof.
We skipped the “another startup launches another AI product” pitch. The better story was already happening in the field: a new category being tested in public, in places where trust and performance matter most.
THEN
Williamsport, Montoursville, Central Valley
More education partners, more evidence from real entrances.
NOW
Clinics, colleges, universities
The platform moving beyond K-12.
ONE COMPANY. FIVE STORIES TO PITCH.
//
A Pittsburgh + Carnegie Mellon technology story
//
A school-safety story, told by superintendents
//
A privacy story: sensing without facial recognition
//
A physical-AI story about software learning real rooms
//
A business story: one high-stakes market first, then out
STATESCOOP
READ //
New gun detection system uses Wi-Fi to sense concealed weapons
CBS PITTSBURGH
READ //
How AI technology could help Pittsburgh-area schools enhance security
TRIBLIVE
READ //
Chartiers Valley to deploy AI school safety platform
WPXI
READ //
Chartiers Valley tests Wi-Fi-based weapon detection school safety pilot
Earned media gave CurvePoint third-party evidence. The website gave that evidence a permanent home, with the districts, quotes, contracts, footage and coverage all in one place.
FOUNDER VOICE
// Founders who sound like the company.
CurvePoint’s founders have unusually specific things to say. We built their social content around those ideas, which moved them from announcing company news to helping people understand the category.
Search for the people behind CurvePoint now and you’ll find leaders telling the same larger story as the website and the deck, whether you’re a customer, a reporter, a partner, a future employee or an investor.
RF physics
Privacy-first sensing
What live buildings do to AI models
Pittsburgh as a physical-AI hub
What schools need at the entry point
Why badge credentials answer only part of campus safety
Where sensing goes next
BRAND, DECKS + PRODUCT
// One story. One visual system.
Hard-to-explain technology has to be seen. So I brought in people I trust across website strategy and design, development, video, presentation design and content production. My job was keeping the story consistent while each specialist made their part excellent.
Together we built a visual language for invisible signals: concentric signal rings, a mono “readout” voice, deep-navy grounds lit in teal and amber. It feels like sensing, with no hint of surveillance, and it never once reaches for the stock-photo version of enterprise AI.
INVESTOR DECK — COVER
BRAND GUIDELINES
LOGO, LIGHT + DARK
DECK — THE CATEGORY LINE
DECK — WHAT CURVEPOINT IS BUILDING
TYPOGRAPHY
COLOUR SCALES
// The alert, in four taps.
The same calm system carried into the product: the screens a school safety team sees when the SensePods flag something at the door.
ACKNOWLEDGE
REPORT WHAT YOU FOUND
THREAT MANAGED
ALL CLEAR
WEBSITE STRATEGY + DESIGN
// The website joined the sales team.
A website used to be a destination: someone hears about you, visits, and hopefully fills out a form. That still happens. But today the same site is read by very different people, for very different reasons.
Customers
evaluate the company
Journalists
check claims and find context
Investors
size the opportunity
Search engines
decide what it can credibly answer
AI systems
assemble an explanation of the business
THE QUESTIONS PEOPLE ACTUALLY ASK, NOW ANSWERED ON THE SITE
//
What is this?
//
How does it work?
//
Does it use cameras?
//
Where is it deployed?
//
Why start with schools?
//
What else could it do?
//
What should I do next?
The site now carries a clear parent story, defined products, specific applications, leadership context, deployment proof, a newsroom, and clean paths for schools, partners and investors.
First U.S. school district contract: Chartiers Valley
Newsrooms covering deployments: StateScoop, CBS, TribLive, WPXI
Districts in the national pilot cohort Hempfield joined
CREDITS
// The room.
I’m not the best designer, developer, filmmaker or presentation specialist in the room. I know excellent ones. I know when to bring them in, and I keep us all building the same story.
Evan White
EVAN WHITE PR
Kate Dole
GROWTH GROVE
Lindsey Christian
SOBLU
Sergey Leshchenko
BEVERLY MEDIA
WHERE IT LANDED
That story now lives in the press, on the founders’ profiles, in video, in the sales deck, across search, and on a website built to turn curiosity into a real conversation. It’s what PR can do when it’s allowed to go further than publicity.