Axel B.

🔸 Expert-Vetted | Top 1% on Upwork
🔸 Published in Vogue, Elle, WWD, Teen Vogue
🔸 Adobe Featured | Hand-picked among the best in Brand Identity Design
🔸 Upwork Skill Certified in Brand Identity

Naming, brand identity and startup branding for founders who need to be taken seriously from day one.

I DON'T DO BRANDING. I DO PROPAGANDA.

20+ years. 200+ brand identities developed. 100+ brands and products named. Past work for Airbnb, PepsiCo, Ralph Lauren, Martha Stewart, Elizabeth Arden, Novo Nordisk and Sur La Table.

Most founders come to me at one of two moments. Right before launch, when startup branding has to carry every first impression. Or three years in, when the brand identity built in year one has become the thing holding the business back and a rebranding is overdue. Either way the problem is the same. A logo isn't a brand identity. A name isn't a naming strategy. And a business without a cohesive brand identity doesn't just look unfinished, it leaves money, credibility, and opportunity on the table.

I'm Axel, a creative director specializing in brand identity, brand naming, and rebranding for ambitious startups and scaling companies. I work with founders and marketing executives who treat startup branding and rebranding as a growth investment and want a brand identity that attracts the right clients and justifies premium brand positioning. Industries include lifestyle, hospitality, fashion, beauty, finance, food and beverage, health and wellness, and tech.

◼️ WHAT WORKING WITH ME LOOKS LIKE:
Before any creative decision, we align on brand strategy. Who you are, who you're for, and what makes you impossible to ignore. Then we build: naming, verbal identity, visual identity, and full brand identity guidelines. Everything your team needs to show up consistently, whether that's packaging, a print design, or a website.

Startup branding work ships a complete brand identity before launch, so the first impression is the right one. Rebranding and/or brand refresh work replaces a brand identity the company has outgrown without throwing away the equity already built. Naming projects run the same way, brand strategy first, then a business name that holds up.

◼️ WHAT I BUILD
▪️ Brand Identity Design | Brand Identity Guidelines | Brand Books
▪️ Brand Naming | Naming Strategy
▪️ Startup Branding | Brand Style Guides
▪️ Brand Audit, Rebranding & Brand Refresh
▪️ Brand Strategy | Brand Positioning ▪️ Verbal Identity | Brand Voice ▪️ Logo Design | Visual Identity ▪️ Label Design | Packaging Design ▪️ Web Design ▪️ Creative Direction