Brand and mission
Brands for technical companies, built to be understood.
Naming, identity and voice for companies whose product is hard to explain, carried from the pitch deck to the support reply.
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. Our studio is in Sydney, Australia, and we work between Sydney and New York with companies whose product is hard to explain.
How it meets the other two
Why the company exists, and how it sounds.
Who hears about it, and how they find it.
- 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.
- 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.
What people use every day.
- 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.
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
What we do, in detail.
Naming and identity
The name, the mark and the system around them, built to work on a billboard and in a browser tab.
- Naming
- Mark and system
- Guidelines
Voice and narrative
The story and the voice to tell it, written down clearly enough that anyone on the team can use it.
- Positioning
- Voice
- Story
Customer experience
The brand carried through every onboarding screen, email and support reply.
- Journey
- Product copy
- Support
Let’s say who you are, clearly.
Tell us where you are. We’ll tell you whether we’re the right team, and what we’d do first.
Explore more services
The same team, on the other two parts of the job.
From the blog
- Brand strategy vs brand identity in 2026: 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 much does a brand identity cost in 2026?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 does a branding agency actually do for a startup?A branding agency researches your market, agrees your position, then builds the name, identity and voice your team uses to explain the company.
Questions we get asked
If yours isn’t here, ask us. We’d rather answer it before you sign anything.
Often 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.
Yes. You get the system, the guidelines and the files your team needs to use it without us in the room.
The name or identity, the guidelines, and every source file, ready for your team and any agency you work with next.
Both. We work with teams from pre-seed to the S&P 100. What they share is a product that is hard to explain in one line.
Fixed, for a defined piece of work, or as an ongoing partner for a brand that keeps growing. We agree which before we start.
Usually from $15,000 to $100,000 or more, depending on how much is changing: a sharpened story at one end, a new name, identity and system at the other. We agree the price before we start.
Three ways. A positioning sprint is a few focused sessions to agree who you’re for, what you stand for and how you sound, at a fixed length with the price agreed upfront. A brand project covers positioning, name, identity and voice, scoped together and billed in stages. An ongoing partner is someone who knows the brand, on call for launches, campaigns and the next hard decision.
You do. The name, the identity, the files and the guidelines are yours.