Over the last decade of designing companies, I've come to believe that branding for startups, as a system and set of assumptions, is broken. 

The truth is that startup founders have little clue who their company is until they've found their product-market fit. As a company, you can't know how you look until you know who you are for.

While a Perfect Brand w/ Guide & Rules may be exactly right for legacy businesses, odds are a startup is going to need to adjust their brand as soon as it launches. 

Complex, inflated process and deliverables are how studios make money. Pre-Brand pursues another way, with a casual quickness appropriate to the context. 

Thank you for your time and interest,
I hope I can be of service,
— Ben

Questions or ideas? Email Ben.
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