Design a story your market can explain.
In self-directed buying, your story has to travel without you. It needs a focus people can describe in their own words and bring into conversations.
Most of the people who first meet your brand aren’t your formal buyer—they’re self‑finders across functions, from IT and finance to ops and management. They encounter you through content, feeds, and “consumer” spaces, shaping preference and risk perception long before a formal buying process starts. A clear specialty gives them a simple way to explain what you do—and a credible reason to pull the real decision owners into the conversation.
A specialty people can repeat
Product + technical narrative
Define the space before others do. We work with founders to focus the product narrative and technical story on the territory you specialize in. The result is a clear, repeatable throughline your team can use to steer roadmaps, anchor launches, and describe the product day to day.
Proof assets
We organize your proof so it all points to one specialty—how you frame wins, which metrics you lead with, and the exact words customers use. Instead of scattered testimonials and one‑off slides, you get a proof system buyers can verify: the same claim, supported by specifics, everywhere they check.
Visual system for instant legibility
We turn the territory you specialize in into a visual + verbal system that make it legible at a glance, before anyone reads a line of copy. Used across decks, site, and enablement, that system builds recall: people recognize the pattern, place you in the right mental slot, and can repeat your specialty from memory.
The highest-leverage move in technical B2B.
A clear specialty gives buyers a sharper reason to engage, a clearer basis for comparison, and something concrete to evaluate.
Design studies
How compression and proof move deals forward.
Endear
Anchored the product to one buyer outcome, not features.
Coralogix
Built proof system so enterprise buyers could verify the claim
Build for recall
Most mid‑market B2B marketing manufactures visibility while sounding interchangeable. In this space, brand isn’t what you say—it’s what people remember well enough to repeat. The buying process is a relay—from the first messenger to the exec, to security, to procurement, to peers. If recall breaks, the deal stalls.
Who we are.
Ziv Steinberg works in communications and brand with two decades of experience in information design and digital systems. He builds identity systems, content strategies, and digital experiences that help organizations reach and retain audiences.
Benjamin Hancock is a senior creative director with work spanning Wieden+Kennedy, R/GA, MediaMonks, and McCann. He brings category-level creative thinking and execution, translating positioning into vibrant visual systems that hold and evolve.
Frequently Asked Questions
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It must be vacant—not already owned by a competitor. It must also be specific and defensible, meaning you can back it up and sustain it over time. Broad claims like "better" or "next-gen" don't differentiate. A precise, ownable specialty that accounts for both your strengths and your competitors' strengths does.
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A brand is a channel with limited capacity—and it fills up fast. Communication works best when it’s efficient: clear signal, minimal redundancy, low noise. Exceed that capacity and you get errors and distortion. The market can’t keep up with multiple ideas attached to a single brand. Spread across multiple claims and you own none. One specialty, repeated everywhere, is what the market remembers.
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We usually start by working within your existing system and strengthening what’s already there. If a deeper refresh is the right move, we can use design days to refine typography, extend your layout and color system, and identify where separate identity or production work would have outsized impact.
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Focused and fast, never rushed. Expect weekly check-ins and direct collaboration. The work moves quickly because the structure is clear. Throughout the engagement, our team stays embedded with yours—we’re available to answer questions, work through design challenges in real time, and make sure everything we build holds up: consistent, current, and ready to use in the moments that decide deals.
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The same way we start—by asking your market. We capture a quick baseline at the outset (what buyers think you are, in their words), then re-check once work starts shipping to see whether recall has shifted: can people describe your specialty accurately without prompts, and do your materials make the proof easy to cite?
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The minimum engagement is $42,500 (17 days at $2,500/day). That’s enough runway to define your market specialization, build the system, and apply it to your highest‑priority surfaces.
A 30% non‑refundable deposit ($12,750) is due on signing. The remaining fees are invoiced monthly based on days used, and all days must be used within 12 months of the start date.
To move forward, you’ll complete a self‑serve agreement and secure checkout. From there, we’ll schedule the initial days and prioritize the work for the fastest impact.
Make it obvious
We help technical B2B teams choose one specialty and ship proof their buyers can repeat.