Refract Group2026
Services
Brand and mission
Everything else is built on this.
Who you are, what you stand for and why anyone should care. We name things, build identities, find the story and the voice to tell it, then carry it through every screen, email and support reply. It sits on the outside because it holds the other two: marketing says it out loud, and the product has to keep the promise.
Brand and mission
Why the company exists, and how it sounds.
Who hears about it, and how they find it.
What people actually use.
How it meets the other two
Voice and narrative – Content and socials
A voice only exists if people hear it. We write it down so every post, article and founder update sounds like the same company.
Customer experience – Product design
The brand people remember is the one they use. We carry it into the onboarding, the empty states and the error messages, not just the homepage.
Naming and identity – Web
The website is where most people first see the identity. We build the system to work in a browser tab as well as on a billboard.
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.
- Scope
- Positioning, story and voice
- Length and price
- Fixed, agreed before we start
- Best for
- A team that can’t say what makes them different in one line
How the sprint runs
Listen
We talk to your team, a few customers and the people who chose someone else, and hear how each of them describes you.
You getWhat people say about you, in their words
Position
We work out who you’re for and what you do that the alternatives don’t, and test the options against real customers.
You getA positioning everyone can repeat
Voice
We write how the company sounds, with examples from a homepage line to a support reply, so anyone on the team can use it.
You getA voice guide, with examples
Plan
We lay out what the brand needs next, from a name or identity to the website, and in what order.
You getA brand plan, yours to keep
What we actually do.
The name, the mark and the system around them, built to hold up on a billboard and in a browser tab.
Naming
A name you can say, spell and own, checked before you fall for it.
Mark and system
The logo, type and colour, and the rules that hold them together.
Guidelines
One reference, so the brand looks the same whoever makes the next thing.
The story and the voice to tell it, written down clearly enough that anyone on the team can use it.
Positioning
What you do, who it’s for and why you, in a line the whole team agrees on.
Voice
How the company sounds, with examples of what to write and what not to.
Story
The narrative behind the site, the deck and the pitch, told the same way each time.
The brand carried through every onboarding screen, email and support reply, where customers actually meet it.
Journey
Every point a customer meets you, from the first ad to the renewal, mapped and reviewed.
Product copy
Onboarding, empty states, emails and errors, written in the brand’s voice.
Support
Templates and tone for replies, so a hard conversation still sounds like you.
See what we’ve built
From the blog
All posts
Questions we get asked
If yours isn’t here, ask us. We’d rather answer it before you sign anything.
Ask usOften not. A lot of our work sharpens what’s already there: the story, the voice, or an identity that has drifted. We’ll tell you which it is.
Yes. We run naming from the brief to the shortlist, and check what we can before you fall in love with a name.
It depends on how much is changing. We agree the scope and the timeline before we start, and you see the work as it happens.
That’s the point. You get the system, the guidelines and the files your team needs to use it without us in the room.
Fixed, for a defined piece of work. We agree the price before we start.
You do. The name, the identity, the files and the guidelines are yours.