Brand Identity and Website Design for Caret

Caret is the world’s first outbound revenue generation system, helping clients get qualified meetings with ideal customers across 98% of the internet. As a brand new business, they needed a full visual identity and website to match their bold, tech-driven model. The challenge? Build a brand that felt fresh, confident, and easy to understand, without blending into the sea of generic lead-gen startups.

I built Caret’s brand from the ground up, including brand strategy, logo design, typography, color palette, brand marks, presentation templates, and a fully responsive website. The logo mark draws inspiration from the caret character (^)—a subtle nod to growth and direction—paired with a custom wordmark that feels bold and modern.

To hint at their name (and the idea of “dangling the carrot”), I introduced orange and green as accent colors, keeping the core palette grounded in deep gray and off-white to maintain a tech-forward, professional feel. The design leans into a dark, minimalist aesthetic with line-based illustrations and extended, blocky type that reinforces clarity and confidence.

The result is a brand that cuts through the noise—sleek, strategic, and intentionally different from typical lead-gen brands. Using my one-concept method, the Caret team signed off with minimal revisions and were thrilled with the final direction.