Video testimonial from Eric Fan, Founder and CEO, Lumos.
Eric FanFounder and CEO, LumosRefract
Refract Group2026
We design what venture firms publish: the report, the brand and the website.
Our venture work is the identity for Folklore Ventures’ State of Australian Startup Funding report, a hundred and thirty pages of data. The same team designs brand identities and builds websites. Our studio is in Sydney, Australia, and we work between Sydney and New York.
- Your annual report is a lot of data to hold together.For Folklore Ventures, which backs Australian startups, we designed the identity for its State of Australian Startup Funding report.
- Every firm in your category says the same thing.For Crimson Education, which gets students into selective universities, we built the identity underneath the promise: the mark, and the colour it survives on.
- Founders, investors and hires all read your website.For Morse Micro, a semiconductor company, we designed and built one website for engineers, partners, investors, customers and prospective hires.
What we think
Where we stand on what venture firms publish.
Carrying one idea across a hundred and thirty pages only works if the system is settled before the first spread.
Here the test of the identity is whether a page of data deep in the report still belongs with the cover.
Write the answer so it still makes sense outside the page around it.
A clear answer directly under its question is useful to a reader who arrives halfway down the page.
Start with the narrow question your team can answer from direct experience.
That gives readers a reason to trust the page and gives you something better to publish than another broad category overview.
A team asking for a new identity can discover that nobody can say what makes them different in one line.
Research often moves the problem.
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“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 Natasha Ritz, VP of Customer, Chirp.
Natasha RitzVP of Customer, Chirp“We love our new look and website. Thanks so much, your team smashed it.”
PollyMarketing Specialist, Kaizn
Video testimonial from Majella Campbell, Former CEO, Fishburners.
Majella CampbellFormer CEO, Fishburners“Refract has killed it again. We call your team FEDEX because you always deliver!!”
RohithCOO, ManagedQuestions
Yes. Refract designed the identity for Folklore Ventures’ State of Australian Startup Funding report. Folklore backs Australian startups and publishes the report every year, and the identity carries a hundred and thirty pages of data in bold colour, nature and digital texture. The same team designs brand identities for whole companies, Crimson Education and Trusst AI among them.
Yes. Refract is a studio in Sydney, Australia, and we designed the identity for Folklore Ventures’ State of Australian Startup Funding report, the record of where the country’s venture money went. The system covers the palette, an icon set, the contents page, the chapter openers and the spreads.
Refract settles the system before the first spread. For Folklore’s report that meant one visual language across all hundred and thirty pages: Australia’s wildlife and landscapes in bold colour, broken by pixelation that stands for the technology growing through it.
Yes. Refract designs and builds websites, from $15,000. Our fund work so far is Folklore’s report. Two websites come closest. Morse Micro’s is one site for a semiconductor company that engineers, partners, investors, customers and prospective hires all read, and we designed and built it in Webflow. For Crimson Education we built most of the website, as well as the brand identity.
Refract’s brand projects, report identities like Folklore’s among them, run from $15,000 to $100,000 or more, depending on scope. Websites start from $15,000. Our studio is in Sydney, Australia, and we work between Sydney and New York.
A closer look at the work
- 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.
- Brand strategy vs brand identity: what’s the difference?Brand strategy decides who you’re for, what you stand for and how you sound. Brand identity is how those choices show: the name, mark, type, colour and voice.
- 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.
Publishing something this year?
Tell us what it is and who you want to read it.
Most teams start with a call, then a sprint or an audit.
The people you’d work with, from the first call to launch