Video testimonial from Eric Fan, Founder and CEO, Lumos.
Eric FanFounder and CEO, LumosRefract
Refract Group2026
We do brand, websites and product design for AI companies selling to careful buyers.
Trusst AI sells to large organisations. Mono AI builds for organisations where adopting AI is a consequential decision. A lot of AI branding looks the same, and buyers like theirs have seen plenty of it. We help AI companies say plainly what the product does. Our studio is in Sydney, Australia, and we work between Sydney and New York.
- You sound like everyone else in your category.For Trusst AI we kept the pink and left out the futuristic cues the category reaches for.
- Your buyers have heard the AI pitch before.We built Mono AI’s brand and site quiet, so the tone doesn’t work against the pitch.
- You need the product designed and built, too.Prism is our own product, with AI support built in. We designed it and built it.
What we think
Most AI brands court the buyer with speed and spectacle: glowing gradients, abstract bots, claims that outrun the product.
For a company selling careful work, that tone works against the pitch.
A reader making a consequential decision is looking for what could go wrong as closely as for what will go right.
A site that covers both is more credible than one that only lists benefits.
Nobody can guarantee an AI citation, and anyone who promises one is guessing.
What you can do is make your site the easiest credible source to quote.
A file can have the correct logo, colours and dimensions and still be a poor piece of design.
An AI agent’s first output is a candidate. Someone still decides whether it belongs to the brand.
Start with a positioning sprint.
A few focused sessions to agree who you’re for, what you stand for and how you sound. You leave with words the whole team can use, before anything gets designed.
- Positioning, story and voice
- Fixed length
- Price agreed upfront
Listen
What people say about you, in their words
Position
A positioning everyone can repeat
Voice
A voice guide, with examples
Plan
A brand plan, yours to keep
In their words.
Eric FanFounder and CEO, Lumos“Super proud of the vision, energy & distinctive taste that went into bringing our refreshed brand to life.”
SejalGTM Lead, Trusst AI
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Natasha RitzVP of Customer, Chirp“No really, I never thought we could ever have such an awesome website. I would see other brands and go, how did they do that. Now I know how: work with an awesome agency like Refract.”
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Video testimonial from Majella Campbell, Former CEO, Fishburners.
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RohithCOO, ManagedQuestions
Yes. Trusst AI runs an automated CX platform for large organisations and had raised its seed round when we started. We built its brand identity and website to reach enterprise buyers without sounding like another AI startup. Mono AI builds production AI systems for organisations where adopting AI is a consequential decision, and we did its brand and website too. Refract is a studio in Sydney, Australia.
Yes. We built the brand identities for Trusst AI and Mono AI, and the websites that carry them. Naming is part of the same service: we explore and assess names against your positioning, language and markets, and formal trade mark clearance is a separate step with your adviser. Brand projects run from $15,000 to $100,000 or more, depending on scope.
We start with who is buying and what they’re wary of. Trusst AI sells to large organisations, so the brand had to reach enterprise buyers without sounding like one more AI startup, and without the conservative language the category falls back on.
Yes, the same team does both. Prism is our own product, with AI support built in, and we designed and built it. For Trusst AI and Mono AI the work was brand and web.
Yes, that’s part of our SEO, AEO and GEO work: pages that answer questions directly, crawlers allowed in, and one consistent description of the company everywhere. We can’t guarantee a citation and neither can anyone else.
Yes. We’re building an AI design system so an agent can work from a brand’s assets and methods. We’re testing it on a real brand’s identity before we offer it to clients, and we wrote about it on the blog.
A closer look at the work
- An AI design system puts your brand to workGive an AI agent the brand assets, examples and working methods it needs to turn a real brief into work your team can review and use.
- How to get your company cited by ChatGPT and AI searchNobody can guarantee an AI citation. You raise the odds with pages that answer questions directly, crawlers let in, and one consistent description of you.
- How to explain a technical product on your websiteLead with the problem and who has it, in your buyer’s words. Then layer the depth: a plain claim, the proof under it, and the specification one click away.
Building an AI product?
Tell us what it does and who you’re selling it to.
Most teams start with a call, then a sprint or an audit.
The people you’d work with, from the first call to launch