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Case Studies
Deep breakdowns of real brand work. Less about the finished logo and more about the decisions underneath it, and why I made the calls I did.
HTMLPub: a brand built around a disagreement
HTMLPub started as a test. The CEO and the director of engineering built it themselves, vibe coding their way through the features they wished Leadpages had, on a hunch about where the whole industry was going. AI was getting baked into every builder on the market, and their bet was that marketers would soon stop waiting for tools and start building their own campaigns.
Rochelle Letwenuk
3 min read
Nobody could say what made Embroker different
Nobody at Embroker could tell me what made the company different. Not the execs, not the marketers, not even the sales team who talked to customers all day. I'd ask what set them apart from a competitor, and I'd get a pause, and then something that could have been printed on any insurance website.
Rochelle Letwenuk
4 min read
How Certn made four companies look like one
Certn owned four companies on three continents, and not one of them looked like it belonged to the same business.
Rochelle Letwenuk
4 min read
Loop: a brand for a product that never shipped
Every AI tool at the time looked the same. You typed something into a chat window, it handed you a finished thing, and it never told you how it got there. Surprise, here's your magic asset. Loop was the chance to build the opposite of that.
Rochelle Letwenuk
5 min read
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