Axel B.

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

I don’t do branding. I do propaganda.

Most founders come to me at one of two moments: right before launch, when everything is riding on first impressions, or after realizing the brand they built in year one is holding them back in year three. Either way, the problem is the same. A logo isn't a brand. A name isn't a 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 brand identity designer and naming expert with 20+ years of experience building brands that transform a founder's vision into lasting market value. I specialize in strategy-based brand identity for ambitious startups and scaling companies with their sights set on the top tier of their market, across lifestyle, hospitality, fashion, beauty, finance, food & beverage, health & wellness, and tech.

◼️ What working with me looks like:
Before we make any creative decisions, we align on strategy. Who you are, who you're for, and what makes you impossible to ignore. Then we build: naming, verbal identity, visual identity, brand guidelines, everything your team needs to show up consistently, whether that's on packaging, a pitch deck, or a homepage.

Founders who work with me walk away with a brand system built to grow with the business, one that commands the attention, credibility, and investment their work deserves.

◼️ Built for founders who are serious:
My background includes brand identity work for Airbnb, PepsiCo, Ralph Lauren, Martha Stewart, Elizabeth Arden, and Sur La Table, in addition to the startups and early-stage brands I'm most energized by on Upwork.

If you're launching, fundraising, rebranding, or scaling, your brand is either building your business or costing it. Let's make sure it's doing the former.

Send me a message to start the conversation.

◼️ WHAT I BUILD
▪️ Brand Naming & Naming Strategy
▪️ Brand Strategy & Positioning
▪️ Visual Identity & Logo Design
▪️ Verbal Identity & Brand Voice
▪️ Brand Identity Design & Systems
▪️ Rebranding & Brand Identity Refresh
▪️ Web Design
▪️ Creative Direction