Thaw

Thaw runs AI models on GPUs only while they're working: every model sits frozen at $0 when idle, and the first request thaws it onto a GPU in 0.41 seconds.

From $2,500 · AI infrastructure, Series A stage · sold onceBuy Thaw

Who Thaw is for

Inference startups sell on speed and scale, then open on an abstract render. Not one shows a cold model answering, or what it costs to sit idle.

Thaw is serverless GPU inference. Every model a team deploys sits frozen at $0 while nobody calls it; the first request thaws it onto a GPU in 0.41 seconds, and it's billed per GPU-second while it works. Its buyer is the ML platform lead or CTO at a Series A or B AI product company, paying for GPUs that wait all night.

The numbers behind it

How the brand answers

Every screen shows one model going from frozen to serving and back, with the time and the cost on it. The world says it without words: a row of frozen machines, one running hot.

  • Thaw's console: a model thaws, serves, then freezes again back to $0.00 an hour

    Frozen means $0.00

    We still pay for GPUs that sit waiting all night.

    The console lists each deployment with its GPUs and its state. Frozen rows read $0.00 an hour; when a model goes back to sleep, a toast closes the account: 3 requests, 18 GPU-seconds, $0.01, back to $0.00 an hour.

  • The console serving: thawed in 0.41 s, with the GPUs and the cost per hour

    The thaw, measured on screen

    Cold starts will make our users wait and leave.

    When a request reaches a frozen model, the row counts the thaw in real time, 0.03 s of 0.41 s, while the machine's fins heat through to molten orange. Orange appears only in that state, so hot means one thing.

  • The Thaw CLI: deploy, a cold request, thawed and answered, frozen again

    One command, one answer

    The app hangs on the first request of the day.

    In the CLI the whole story fits on one screen: deploy, a cold request, thawed in 0.41 s, a 200 in 1.19 s, then frozen again. Developers read the product in its own medium.

What's in the brand

Colours
  • Ice grey#D3D8DA
  • Graphite#2A2C2E
  • Aluminium#8D9194
  • Molten orange#FF6B1A
Type
Hanken Grotesk for what people read, Fragment Mono for what machines print: commands, times, costs.
Logo
Wide, even-weight capitals traced as drawn, calm and machined, set big on posters and small in the console.
Name check
No company called Thaw found in AI infrastructure. A web search, not a trademark clearance.
  • Thaw key art: a row of frozen machines, one glowing hot orange
  • Poster: 0.41 s from frozen to serving
  • Poster: idle $0.00
  • A Thaw poster on a street hoarding
  • A graphite vest with the Thaw wordmark
  • A Thaw conference lanyard badge

The full case on Alterra Studio

Buy Thaw

Sold once. Checkout holds Thaw for you for 30 minutes while you pay on Stripe.

  • Brand kit

    The Figma file and every asset: logo, colours, type, key art, mockups and the motion board.

    $2,500

Questions about Thaw

What do I get when I buy the Thaw brand? The Figma file and every asset: the Thaw logo and wordmark, the colour and type system, key art, product screens, mockups and the motion board. The brand is sold once, so it comes off Brandbooked when you buy it.

Can I rename Thaw or change its colours? Yes, $300 each for a new name, new colours or new type. We redo the logo and mockups to match.

Does Thaw come with a domain or trademark? No domain is included. No company called Thaw found in AI infrastructure. That is a web search, not a trademark clearance.