Turning a brand into a system, and building it everywhere
Creative strategy, an identity uplevel, and a full Framer build, one coherent brand system running across every touchpoint, from website to pitch deck.
The brief
PureFunnel’s brand needed to catch up to the calibre of work it produces, a dated identity and cluttered website, inconsistent across touchpoints, with a thin brand system underneath. The job: uplevel the identity into a system coherent enough to hold from the homepage down to a single email signature.
The bet
Build a system, not a logo. Rather than a surface refresh, I created a proper brand system, type, colour, layout, voice, designed to scale across any surface. Then I applied it everywhere myself: the website, built in Framer; the landing page; the pitch deck; down to the email signatures, so it reads as one brand no matter where it shows up.
What I avoided: a logo hand-off that looks sharp in isolation and falls apart the moment it’s used.
What I made
- Upleveled brand identity + full brand system
- Website, designed and built in Framer
- Landing page
- Pitch deck
- Email signatures and collateral
The result
A brand that finally matches the work, coherent from first impression to last detail. Because one person held strategy, identity, and build, nothing got lost in translation: the system that started as strategy is the exact system that shipped on the site.
Designed elements
Design
Design is the constant, the main ask was to keep the system tight all the way from brand strategy to the Framer build to the smallest piece of collateral.
AI leverage
AI helped with image generation, design elements, and pulling web best practices for copywriting and presentations.
The insight
A brand isn’t a logo, it’s a system that has to hold across every touchpoint. The real work is making the email signature and the pitch deck feel like the same brand as the homepage.