Aiden and Claude were ready to pivot how they approached their podcast and audience for its second year, turning it into a true community space for founders navigating the messy middle of business.

They came to me with a solid mission, a clear audience, and a desire to meet people where they actually are: no BS, no highlight reels, just honest conversations. I helped distill the raw essence of their vision into its clearest articulation — “meeting you in the messy middle” — and from there, the brand began to breathe.

Every element was crafted to reflect their ethos—real over performative, momentum over perfection, purpose over pressure. What we built wasn’t just a visual system. It was a flexible playground of brand marks, expressive type, textured patterns, and storytelling assets they can animate, remix, and evolve.

It gave them renewed energy to show up, reach more founders, and experiment creatively without limitations. The brand wasn’t just theirs anymore. It became something their audience could see themselves in, rally around, and wear proudly.

Not just branding. A full expression of their mission, designed to grow, stretch, and spark connection.