✓Recent work: RAK · Shoplinky · BillFox

Your brand identity might be wrong for your audience.

Your logo can look good. Your colours can look good. Your website can look good. And your brand can still be attracting the wrong people.

Not sure what's wrong with your brand? That's exactly what we help you figure out.

We help businesses figure out where their brand identity, positioning and audience stop matching, and rebuild the system when they don't.

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The problem

A good identity isn't always the right identity.

Brands evolve. Their customers change. Their positioning changes. Their ambition changes. But their identity often stays stuck.

The problem isn't always your design. Sometimes, the problem is fit.

Brand evolution

Burberry has changed its identity more than once as its audience and ambition shifted.

In 2018 it moved to a clean sans-serif wordmark and a new monogram. In 2023 it brought back a serif wordmark and its Equestrian Knight symbol.

Neither was a mistake. Each identity was built for where the brand was going next.

Designing an identity is different from designing an identity with a purpose.

The review

Who are you actually trying to attract?

What should they think about you?

Does the visual language communicate that?

Does your website continue the same story?

Does everything feel like the same brand?

Because your logo doesn't exist alone. Your brand is the entire experience.

Our process

You see every screen before we write any code. No surprises at launch.

01
Understand
Your business, audience, positioning and ambition.
02
Diagnose
Find where your current identity is losing relevance or consistency.
03
Define
Build the strategic direction for the brand.
04
Design
Create the visual identity around that strategy.
05
Translate
Take the identity into your website and digital experience.
06
Launch
Give the brand a system it can actually grow with.

Work

Website + Web App UI/UX

The problem: A creator-marketing platform with a lot going on: creator selection, campaigns and AI tools.
The move: We designed the website and the web app, including an AI campaign builder that goes from a product link to a brief.

RAK

Website UI/UX · Design System

The problem: A family of IoT products and developer docs without one cohesive presence.
The move: One website and one design system, with shared components, type, colour and grid.

Brand Identity