Video testimonial from Eric Fan, Founder and CEO, Lumos.
Eric FanFounder and CEO, LumosRefract
Refract Group2026
We do brand identity and websites for customer experience software companies.
Trusst AI runs an automated CX platform for large organisations, and Kaizn supplies and develops software for contact centres. We did the brand identity and website for both, in a category where most brands look and sound alike. Our studio is in Sydney, Australia, and we work between Sydney and New York.
- You’re selling to large organisations now.Trusst AI runs an automated CX platform, and we built its brand identity and website to reach enterprise buyers without sounding like another AI startup.
- Every contact centre brand looks the same.Kaizn supplies and develops software for contact centres, and we gave it a brand identity and website loud enough to be recognised across a room.
- Your buyers are wary of AI that overpromises.For Mono AI, which builds production AI systems, we tuned the brand and website quiet for buyers making a consequential decision.
What we think
Where we stand on brand identity.
Whatever stays has to be made to work with everything that is new.
So tell a studio what you are keeping, and why, before it quotes.
A trade-show floor asks something a website never does.
The brand has to be recognised from a distance, among competitors, before anyone is close enough to read it.
Each extra sign-off adds a meeting, a round of comments and the wait for diaries to line up.
Name the one person who makes the final call before work starts.
Ship the website and the product changes together, so customers don’t meet two brands in one visit.
Tell customers what has changed and what hasn’t, especially if the name or the login screen looks different.
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
Video testimonial from Helen Murdoch, Founder, DoughPro.
Helen MurdochFounder, DoughPro“We love our new look and website. Thanks so much, your team smashed it.”
PollyMarketing Specialist, Kaizn
Video testimonial from Natasha Ritz, VP of Customer, Chirp.
Natasha RitzVP of Customer, Chirp“Love your work Team Refract. From the very first connection, you guys have been sparky and contemporary in your approach. I feel we're nicely walking that tightrope of pragmatism and creative cut through. Most of all...it's fun! THANK YOU for the journey travelled so far!”
AndyVP Marketing, Morse Micro
Video testimonial from Majella Campbell, Former CEO, Fishburners.
Majella CampbellFormer CEO, Fishburners“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.”
JevonFounder and CEO, KeeyuQuestions
Yes. Refract designed the brand identity and website for Kaizn, which supplies and develops software for contact centres and was bootstrapped when we started. Most of that category goes dark and technical, so we gave Kaizn colour strong enough to be seen across a trade-show floor and kept the type plain.
Yes. Refract is a studio in Sydney, Australia. We designed the brand identity and website for Trusst AI, which runs an automated CX platform for large organisations and had raised its seed round when we started. The brand had to reach enterprise buyers without sounding like another AI startup.
Refract starts from what the category already looks and sounds like. Kaizn’s competitors go dark and technical, so we went loud on colour. Trusst AI’s category reaches for futuristic cues or conservative language, so we left both out and set its pink against clear type and structured layouts.
Yes. For Trusst AI, Refract kept the pink from the previous identity and set it against a tight grid and plain labelling, so the brand stays warm and still reads as competent beside enterprise technology brands.
Yes. Trusst AI’s identity carries dense information and long stories across product, sales, marketing and the website, and Refract designed it to stay recognisable in all four.
Refract’s brand projects run from $15,000 to $100,000 or more, depending on scope, and websites start from $15,000. For Trusst AI and Kaizn we did the brand identity and the website together. Our studio is in Sydney, Australia, and we work between Sydney and New York.
A closer look at the work
- How long does a rebrand take?Rebrand timing depends on scope, approvals and rollout. A focused refresh has fewer dependencies than a new name, identity and website. Plan the stages first.
- How much does a brand identity cost?Refract’s brand projects start at $15k and scale to $100k+. Identity cost depends on strategy, scope and rollout. Here’s how to compare what a quote covers.
- What makes a good landing page?A useful landing page continues the promise that brought someone there, explains the offer, supports it with evidence and makes the next step clear.
Selling to customer experience teams?
Tell us what your product does and who you’re up against.
Most teams start with a call, then a sprint or an audit.
The people you’d work with, from the first call to launch