Sésame was a brand studio created for startups tackling environmental, social and economic challenges, often at a moment when brand had become critical, but before they had the resources or need for an in-house team.

I worked closely with CEO and founders, before or after fundraising, to uncover what made their company distinctive and turn it into clear strategic and creative foundations.

From positioning and narrative to identity, product and brand experience, the goal was to give teams a brand they could understand, own and evolve as the company grew.

1 — From startup DNA to a brand people can believe in.

BRAND STRATEGY

Defining the foundations of the brand — positioning, narrative, values and brand platform — to clarify what the company stood for and how it should communicate.

BRAND IDENTITY

Creating or evolving visual identities across logo, typography, colour, graphic systems and guidelines, with a focus on distinctive but scalable brand worlds.

BRAND EXPERIENCE

Bringing the brand into real use across product interfaces, digital touchpoints and marketing assets — connecting what the company said with how people actually experienced it.

FOUNDER CO-CREATION

Working directly with founders throughout the process to challenge assumptions, make decisions together and build a brand they could confidently carry forward.

2 — Sharing the playbook.

Sésame was also a bi-monthly newsletter dedicated to brand building in startups, sharing practical methods, frameworks and resources to help founders understand and use brand as a growth tool.