The most profitable brand project I shipped last year took 11 days and didn't include a single new logo concept.

The client had just raised, repositioned upmarket, and watched their sales cycle stretch by three weeks for no obvious reason. They came in convinced they needed a full rebrand. I sat in on two of their sales calls before quoting anything.

In both calls, the rep apologized for the website in the first 90 seconds. In both calls, the prospect went quiet for the rest of the demo.

That's one broken surface costing them deals on a loop.

We skipped the rebrand and locked the new narrative in two days. Rewrote and rebuilt the homepage in Framer in another nine.

The apology disappeared from sales calls inside the first week and that was the entire engagement.

The reason most brand work doesn't move the business is that it's solving the wrong layer of the stack. The bottleneck for a growth stage B2B company isn't usually "the brand" It's one surface, one sentence, one moment in the buyer journey where the story breaks.

Find that moment. Fix that moment. The rest can wait.

Most of the brand work I refuse is the work I could've sold the easiest.:

Supplementing work, not replacing it. Brand Identity Project for Omemo. Omemo is an AI Meeting Agent with a twist, it is designed for those who are on the fence about using AI in their work. Omemo useses it's 'Omemo Level' to give users complete control over how involved it is in their day to day workflow. Their mission is to showcase that AI is here to help supplement work, not replace it. The idea behind the identity was to create a brand that didn't feel 'AI' and didn't feel intrusive. Built on the foundation of the brand new core idea 'Elevating people not replacing them', I designed a full identity system that includes a custom logomark, colour palette, iconography set and UI elements.

Nice!