I spent the past week week coming up with a brand identity concept for Hulp. They just raised $2.6M to bring AI-powered personal assistance to urban Indian families, and their current identity doesn't match what they're actually building. So I came up with one. Started with the real insight: the average urban household isn't short on money, they're overwhelmed with mental load. Every branding decision (positioning, tone, even the visual direction) came from the brand idea—"One less thing to worry about." Worked through: → Brand positioning and attributes → Wordmark direction Open to feedback and open to work. Don't be shy to send a message(discount guaranteed)