Dashboards
that don't make
ops teams quit.
Web apps designed for the people who use them eight hours a day
31apps.Five
verticals. we know cold.
Five surfaces. One bench.
A brand is a system, not a folder of assets. We design all six surfaces together — so the mark survives the social post, the type survives the pitch deck, and the voice survives the email-from-legal.
We do logo-only sprints from $1,450.
Sometimes you just need a mark. Sometimes you need the whole system. Send the brief; we'll quote the right scope.
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Five phases. Seven days.
The exact timeline for a Brand Identity Sprint. Same senior pair from discovery through rollout — no specialist hand-offs between strategist, designer, and applications team. The bench does all three. Logo-only sprints compress to 48 hours; full brand systems expand to 14-30 days.
Audit the brief. Sign in 4 hours.
Slack kickoff, competitive scan, audience mapping, reference review. We come back with a positioning brief and an honest go/no-go.
Three directions. Kill two.
3 visual directions, each with mark, palette, and type pairing. 30-minute call to pick one. No "Frankenstein this with that."
Full identity. All surfaces.
Mark refined, lockup matrix built, type pair locked, palette tokenized. Daily Slack reviews. Async-first.
Brand book. Ship-ready.
Brand guidelines compiled, application templates packaged, tokens exported for design + dev. B
30 days. Brand in the wild.
Rollout support across business cards, social, deck, web, packaging, email. Refinements based on first-30-days usage — not your designer's preferences.
CoreHR, rebranded.
The old brand felt like 2018 enterprise. The product had matured into a category leader, but the wordmark, palette, and voice still read as "early-stage developer tool." Board wanted a refresh that could be presented to Series A investors without apology.
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Recent Branding works
Frequently asked, questions
How do you handle confidentiality if my competitor is also a client?
Every brief is treated as confidential by default. Designers working on your account don't work on direct competitors during the engagement. If you flag a specific company we should never work for, we honor it — we maintain an internal exclusion list per account.
Mutual NDAs are available on request before brief submission. We sign client-supplied NDAs as standard onboarding when requested.
Who owns the mark, IP, and trademark?
You own everything we ship for you, on delivery. Full transfer, no residuals, no clawback. Mark, lockups, type pair, palette tokens, brand book — all yours, in your repos, your accounts, your trademark registrations. We don't retain copyright on any deliverable.
We retain only the right to show the work in our portfolio with your written consent — and we'll happily redact or skip portfolio publication if your investors or board require it. Always your call.
We don't file trademark applications ourselves (that requires a registered IP attorney in your jurisdiction), but we ship trademark-ready files (vector, multiple formats, clearance-checked against common competitor marks).
What if the board rejects the mark?
Rare — we're at 98% board-approved on first vote across 42 systems shipped. But if it happens: unlimited revisions within scope, no charge. Day-of feedback gets a returned revision in 48 hours.
If the rejection is structural (positioning shift, audience pivot, change in strategic direction), we schedule a 30-min recalibration call before the next round. We've used the recalibration twice in the last 30 sprints; we've never used the refund clause.
Why only three directions? Can I see more?
Three is the maximum number of distinct directions a board can hold in mind during a decision. Above 3, the decision collapses to "pick the safest one" — which is a worse outcome than picking the right one. Below 3, the choice isn't real.
We give 3 directions, each genuinely distinct, with no overlap. You pick one, we refine it.
Do you do audience research?
Light research is included on every tier — competitive audit, audience mapping, internal stakeholder interviews. Heavy generative research (5+ customer interviews, ethnographic study, brand-perception survey) is not included by default.
Most brand engagements don't need it — your team usually has the data we need. If you do want primary research as part of the engagement, we'll quote it separately or scope a Research Sprint before the Identity Sprint.
How do you handle board approval?
We design with the board review in mind from Day 1. On Day 4, we ship a board-ready PDF — same content as the digital brand book, formatted for printing and presenting.
Optional: a 30-min Loom walkthrough you can forward to absent stakeholders. If your board wants a live presentation, we send the senior designer to attend (additional half-day rate, $1,200).
What file formats and tokens do I get?
Every format your team and your printers actually use. Vector files: SVG, EPS, PDF (CMYK + RGB), AI source. Raster: PNG @1x/2x/3x, JPG, WebP for web. Type pair: WOFF2 + license docs.
From
Figma brand book
To
Tokens + Files + Library
Color tokens: hex, RGB, HSL, CMYK, Pantone, and JSON exports for design tokens (W3C Design Tokens spec). Brand book: PDF (digital + print-ready) + Figma library link. Motion identity (Tier 3): Lottie + MP4 + After Effects source.
Do you do motion identity?
Yes — included in the Full Brand System tier, available as an add-on to Brand Identity Sprint (+$3,400). Includes: animated primary mark, lower-thirds for video, button/CTA transitions, page-load animations, and a 2-page motion principles doc.
Delivered as Lottie JSON (lightweight for web), MP4 (for video presentations), and After Effects source. We don't do full motion design / animated video projects — that's a separate service.
Bring us the brief, We bring back the scope
Skip the call. Drop a one-pager — what your client needs, the metric you’d move, the timeline. Within 4 business hours we send back a tailored package quote, the 3 cases closest to your client’s problem, and the next available slot.
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