Branding
Branding you watch being built. Every pick is yours.
For a new brand or one you're rebuilding: position, name, logo, colours, type, voice, photos and packaging, locked into one brand pack. Jude, our branding agent, does the rounds and never goes quiet. Marketers who have sold in the hardest categories since 2016 built it and run it. You only turn up to choose.
- Marketing brands since 2016
- Over 300 brands worked with
- Eight or more rivals studied before anything is drawn
- Every option comes with its reason and its weak spot
- One brand pack for every channel
The usual brand project goes quiet, then hands you a PDF
You pay the deposit. The updates get vague. Weeks pass between rounds, and what comes back doesn't look like what you talked about.
Then the deck lands. A logo, a palette, some guidelines. It looks good on a white slide. Nobody showed you how it looks in a feed, on a product page or on the pack, which is where your buyers will meet it.
The cheap route is no kinder. You get a template with your name on it.
Studios have the talent. What lets owners down is the delivery: rounds done out of sight, at the pace of someone else's calendar, judged in the wrong place.
You bring the taste. Jude, our branding agent, does the rounds.
We rebuilt the agency as an agentic system. People decide, and expert agents that never sleep do the heavy lifting. The one that builds brands is called Jude.
Jude carries what ten years of marketing brands has taught us, and Jude doesn't sleep. So the part of a brand project you'd normally wait for is the part that's always moving.
On your brand, that means reading eight or more of your live rivals and sampling the colours off their sites, sorting a hundred or more reference pictures into a direction, drawing a dozen logos to find the two or three worth showing you, and testing each finalist small, in one colour and beside your rivals.
Nothing reaches you bare. Every option comes with the reason for it and its weak spot, and Jude tells you which one it would pick.
Marketers built Jude and run it. The taste is yours.
The whole brand identity, in one pack built to be used
One project. You finish with a working brand: the files, the rules and a page for every decision you made. It's made for the people and agents who'll produce your marketing, so it never becomes a PDF sitting in a folder.
Know where you can win before anything is drawn
Eight or more of your live rivals audited, with their colours read off their own sites. Then two or three ways to position you, each in twelve words or fewer, each with its reason and its weak spot. You pick one.
A name, if you need one
Ten options, each checked against your direct rivals and for a .com that looks free. Already named? It stays.
A logo that still reads at 16 pixels
A wall of top-studio logos sets the bar. Twelve or more drawings and a refine round get you to two or three finalists, each tested small, in one colour, in use and beside your rivals. The one you pick becomes a full kit: clean vector files in black, white and every brand colour, and icons from 1024 pixels down to the 16-pixel one in a browser tab.
Colours measured against every rival
Your main colour is measured against every rival colour we sampled, so you know how close it sits before you commit. Each typeface has a job (headlines, reading, numbers), the text pairings pass a contrast check, and the fonts come with their licence note.
A voice your team can write in tomorrow
A character with rules, sample lines, a word bank and the words to swap out. It goes down to the small screens too, like the line a customer sees when something has gone wrong.
Photos ready for your shop and your site
Two photo styles to choose from, with example shots. For a product brand we then make the set in the style you picked: your pack in the shop, in someone's hand and on your site.
Packaging you can picture on the shelf
Two packaging ideas that differ in the idea. Each comes as flat layouts at real stock sizes with your real logo, notes for your printer, and renders of it in real life. Selling a service? You get the rules for your pitch deck, proposal and case-study page instead.
One pack, already with the teams who'll use it
Everything you picked is locked into one brand pack with a version number. If we run your SEO, email, social, ads or site, each of those teams has its own copy before it starts. Change something later and the pack moves to a new version, with the old one kept.
Rebuilding a brand that already sells?
Your name stays. Everything you have live is audited first, and you get a straight verdict: hold, refresh, evolve or reposition. From there, every option has to show how it carries what's on your keep list, and your current logo is always one of the logo options. Your live site and ads aren't touched while we work, and the switch is planned in stages.
You turn up for the decisions. Nothing else.
Each decision gets its own page. The options are laid out big, each with its reason and its weak spot, and Jude's recommendation is marked.
There are three buttons: Pick, Try again (with a note on what to change), or You decide, which takes Jude's recommendation.
For a new product brand that's up to nine picks: the name if you need one, the position, the mood, the logo, colours and type, the voice, the photo style, the packaging, and the final yes that locks the pack.
Changed your mind later? Reopen one stage. You get new options, and the pack moves to a new version.
Jude is in the chat on the same page at any hour. Say what's off and a new round comes back. And if you'd rather talk it through with a person, the team is in your Slack channel.
It starts with one line about your brand
Send one line. Add any pictures, documents or links you already have. Jude reads them, writes back a short read of your brand, and asks at most four questions: the ones only you can answer.
That's the whole brief. No workshop, no homework.
Taking other services from us as well? They live in your Icarus dashboard, and each one starts with your brand pack.
Built by people who have to sell with it
We're marketers. We've been at it since 2016, for over 300 brands, and the ones we know best sell what the ad platforms would rather not carry: cannabis, CBD, kratom, vape, peptides. A brand that only works on a slide is no use to us. We're the ones who run the ads, send the emails and build the pages with it.
That's the eye Jude was built with. It's why every logo is judged small, in use and beside your rivals, and why the pack is made for the teams who'll sell with it.
We went first. Our own rebrand ran through Jude. The work on this page is ours: that rebrand, and the practice brands we built to test every step.
Selling something the platforms are happy with? Then yours is the easy version of what we do every day.
What owners ask before they start a branding project
Is my logo going to look machine-made?
Look at the ones on this page. Before you see a logo, a wall of top-studio work is set as the bar, twelve or more drawings are made and refined, and the finalists are tested small, in one colour, in use and beside your rivals. Then you choose.
What do I actually have to do?
Brief us, then make your picks as they arrive. If there's one you'd rather not make, press You decide and Jude's recommendation goes through.
Can you rebrand us without losing what already works?
That's what the keep list is for. Your name stays, every option has to carry what's on the list, and your current logo is always in the running. We don't touch your live site or ads during the work, and the switch is planned in stages.
Do you check the name is free to use?
We check whether a direct rival already uses it and whether the .com looks free. A trademark search and legal clearance stay with you and your lawyer.
Do I get print files for my packaging?
You get the packaging idea, the flat layouts, the printer notes and the renders. Print files are made on your printer's own template as a separate job.
How long does it take, and what does it cost?
It's one project with up to nine picks from you. We don't put a number of weeks on a web page, and the price depends on the size of the brand. You'll get both straight on a call.
We're not a restricted brand. Is this for us?
Yes. Restricted brands are our speciality, and the work is the same for any brand sold online.
Can the same team run our ads, email and site afterwards?
Yes, and your brand pack is already with them when they start.
Bring the brand you have, or the one line
Book a call and we'll open a real run and go through it with you, pick by pick. If it's not for you, say so and we'll leave you alone.
Book a call