Strata
Brand identity and verbal positioning for a SaaS company.
Strategy; Naming; Identity; Tone of Voice
Strata built workflow automation software for operations teams inside mid-market companies. The product was genuinely good — their early users were evangelical about it, their retention numbers were strong, and they were six weeks out from a Series A pitch to a shortlist of four funds.
What they had was a brand built by the founding engineer at launch: a wordmark in Inter, a blue that came from the default Tailwind palette, and a website that described the product accurately and communicated nothing about why Strata specifically was the company to back. They came to us knowing the brand was a problem and knowing they didn't have time to solve it the slow way.
We gave Ivy five weeks and a hard deadline. They came back in four with work that made our pitch deck look like it belonged to a different company — a better one.