2020
Kultra
Brand Strategy
Brand Identity
Designing a strategic brand foundation for a high-growth behavioural science startup
Bringing clarity, credibility and creative direction to a bold new idea
Kultra had a strong product vision but no way to express it. Working closely with the founders, I shaped a brand from scratch - building the strategic foundations, defining the tone, and designing a flexible identity system that could evolve with the business. The result gave the team a clear narrative, confident visuals and a coherent platform to grow from - all delivered at pace.
Kultra’s founders needed a clear, professional brand presence to support investor conversations – and fast. The brief was straightforward: define the brand from scratch, then build a simple but distinctive visual identity to express it. Timeline: 16 working days.
Solo contributor across all phases:
– Brand strategy
– Narrative and messaging
– Visual identity
– Art direction
– UI mockups and design system foundations
Strategy
We kicked off with collaborative working sessions to define Kultra’s purpose, values, archetypes and audience. I helped the team clarify what they stood for and what they offered – shaping a strategy grounded in empowerment, connection and behavioural change.
Outputs:
– Brand purpose and vision
– Audience segmentation
– Messaging framework
– Brand architecture
– Tone of voice
Identity
With the strategy approved, I developed two distinct creative directions – testing each for range and flexibility. We quickly aligned on a route that balanced warmth and authority. The identity leans into optimistic typography, a confident palette and modular illustration styles.
Outputs:
– Logo and lockups
– Colour, type, grid and layout system
– Illustration and photography guidance
– Motion and iconography references
– Digital mockups and system starter kit
The outcome
We met the deadline. Kultra walked into their investor meetings with a confident new identity, a focused narrative, and the beginnings of a design system they could grow into.
Despite the aggressive timeline, the strategy was deep, the creative was distinctive, and the work resonated strongly with both founders and their lead product designer.
