Strategic design that moves brands forward.

The value of an outside perspective

We believe there is now a greater need than ever to deliver a fresh depth of thinking at pace. This is where an outside perspective becomes invaluable, providing an unbiased opinion that helps solve problems and develop real-world solutions.

Working with us means uncovering fresh perspectives and innovative solutions that go beyond communication, exploring every path from product and pricing to positioning and platforms.

Experience at a glance

Where comfort began

Brand Discovery

Feeling lost with your brand? It might be time to venture further into brand discovery to find your direction.

Brand Discovery is the process of uncovering your brand's identity, values, purpose, and direction to create a clear and compelling foundation for its future.
Without these valuable insights, discoveries and knowledge, it is difficult for your brand to know exactly where it is today, why it is there and where it may want to go in the future.
We begin by listening to employees, stakeholders, and customers, uncovering what motivates, challenges, and defines your brand from the inside out.
Through five strategic lenses: category, competitors, company, consumers, and culture, we distill patterns, tensions, and truths that matter.
From this, we identify the core issue at hand, what’s driving it, and where meaningful opportunities lie, laying the foundation for creative and strategic transformation.

Brand Strategy

Struggling to figure out your brand's priorities and options? You might need more strategic thinking to help you focus.

Choosing not what to do is as important as understanding and knowing what to do. These strategic choices stem from:
∙ segmentation - identifying the consumer;
∙ targeting - identifying the most relevant target groups;
∙ proposition & positioning - delivering a compelling product/service proposition wrapped in an overall brand positioning.
Having a clear set of choices that define what your company is going to do and not do gives direction and focus. Less choices means greater focus and clearer objectives.
Your brand strategy comes to life through a set of intentional frameworks and tools that align your business goals, identity, and voice.
We begin by defining your Ambition & Focus: where your brand will compete, how it will stand out, and which capabilities will fuel success.
Next, we distill powerful insights through a Triangle of Truths: pulling from culture, category, and your company to uncover the deeper reason your brand exists. This insight becomes the foundation for a brand that is both relevant and ownable.
With clarity in place, we shape your Positioning & Expression: refining your audience, their needs, and your distinct role in the market. We craft the voice, tone, and visual language that guide consistent storytelling across all touch points.
Finally, we bring it all together in a Brand Manifesto: a narrative that captures your purpose and positioning, uniting teams and shaping how the world experiences your brand.

Brand Design

Having trouble bringing different tactics together? It might be time to focus on brand design to strengthen and unify your brand.

Design lies at the heart of your brand image, experience, and communications. It reflects your brand’s character, point of view, aesthetic, and place in the economic landscape.
Branding clarity helps a business define and deliver on what it means and promises to its customers. Being distinctive and compelling ensures your brand shows up and connects more consistently, leading to greater comfort and confidence by building trust and credibility.
Your brand design is where meaning meets form — where everything your brand stands for becomes tangible, memorable, and distinct.
It starts with defining your Core Elements: your name, logo, color palette, typography, and slogan — the foundational assets that reflect your brand’s personality and purpose. This extends into digital and experiential design: from UI/UX and website to content ideas, advertising, and messaging.
Beyond aesthetics, we consider Product, Pricing, and Positioning: ensuring that design is fully integrated across your brand ecosystem — not just promotional touchpoints.
We document this in a Brand Book: a detailed guide that captures your brand’s principles, visual and verbal identity, and the communication standards that ensure consistency at every touchpoint.
To connect brand with performance, we use a Funnel Plan: a framework that maps how your audience moves from awareness to action. It aligns your messaging, channels, and creative against key motivations, barriers, and decision stages.
Every deliverable is customized to your needs: from strategic essentials to creative expressions that make your brand feel unmistakably yours.

Brand comfort in action

“The little red sofa provided AIQ with much needed comfort. They accelerated our growth exponentially, and the ROI was a 10x multiplier.”

— Scott Goldman, Ph.D. - Owner & Performance Psychologist, AIQ

Find your comfort

The deeper you go the less familiar the air. Pressure rises light fades and the unknown takes over. Discomfort is not a threat it is a test. Only the ones built for it survive. Branding isn’t just about staying afloat. It’s about adapting, evolving, and thriving in places others avoid. How deep is your brand willing to go?