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Contra - A professional network for the jobs and skills of the futureBrand Revamp for Social Compliance Firm: Root & Wander

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Camila Caicedo

• May 6

This project focused on shaping the positioning, messaging and digital presence for Root & Wander, a social compliance and living wage consultancy working across global supply chains.

The goal was to create a clearer and more cohesive brand system that reflected both the analytical and human side of the work — moving the brand away from sounding purely corporate, while still maintaining credibility and structure.

The scope included brand direction, messaging refinement, website strategy and visual cohesion across the digital presence, helping translate complex topics into communication that felt grounded, accessible and aligned.

Completed work

Brand Strategy Copy Strategy Squarespace Website Design Squarespace Canva Figma

Sevd Atas

max

• May 3

Maison 83 is a fashion and cultural brand built around ownership as identity. The direction moves away from trends and into something more intentional, with a focus on symbolism, texture, and pieces that feel considered and lasting.

Check out the full case study here

Brand Design fashionbranding

NextGrid Digital

pro

• May 4

Great choice of colours...

Daniel G Bright

max

• May 3

Sunday morning. Coffee. Byron Sharp's How Brands Grow on the table.

It's an uncomfortable read if you sell brand strategy.

Sharp's data argues that distinctiveness (color, type, mascot, sonic mark) does more work than differentiation (a sharp strategic position). For Coca-Cola, Heinz, Mars, the numbers back him up. Big brands grow by being mentally and physically available, not by being meaningfully different.

Then I close the book and open Figma for a Series A client launching into a category most buyers have never heard of.

Sharp's frame doesn't apply yet. Distinctive assets only compound when buyers already know they want the category. When the market is being created, a sharp point of view does most of the work. The asset system can come later.

So the honest position, sitting with this for a few months, is that differentiation is usually a phase, not a permanent moat. It's the weapon you need in years 1 to 3, when buyers don't know the category and the competition is undefined. Sharp's playbook kicks in around year 5, when the category is real and you're fighting for share of mind.

Selling "be distinctive" to a Series A founder is malpractice. Selling "differentiate harder" to Heinz is also malpractice.

Most B2B clients aren't actually buying a 100 year brand position. They're buying a weapon for the next 18 months of attention.

Brand Strategy

Stanley Black ✨

max

• May 3

Love this frame 🔥. Most people focus on the visual asset system (the distinctiveness), but as an AEO/SEO specialist, I’m usually the one tasked with making that 'sharp point of view' discoverable.

Sitting with this, though, it feels like differentiation is the high-signal period...

Sevd Atas

max

• May 3

The Eighty-Three K Group is a platform built at the intersection of capital, culture, and community. The identity focuses on clarity and structure, creating a foundation that feels strong, scalable, and built for long-term growth.

Check out the full case study here

Brand Design investmentfirm