Menu Title
The premise
A brand isn't a logo. It's what survives deletion.
Most brand work is decoration. Colour palettes, naming exercises, mood boards, a deck that gets filed and never acted on. It looks busy. It doesn't move the business.
Brand Mavericks is for the work that actually changes how customers feel about you. Positioning that survives the market. Voice with teeth. Archetype that's defensible. Content that isn't wallpaper.
As you build a brand, it builds you back.
71
Cards across twelve archetypes and five parts
11
Playbook chapters plus one interlude
2
Printed volumes: the Playbook and the Workbook
∞
Lifetime access. Use it for this brand and the next one
WHAT'S INSIDE
Three pieces. One Kit.
Cards, Playbook, Workbook. Each piece works on its own. Together they give you the full arc from brand strategy to brand in the world.
01
The Cards
71 cards across twelve archetypes and five structural parts. Pull a card, work the prompt, move. Each card is a specific question, a specific move, or a specific frame. Delivered through the companion app
02
The Playbook
Printed. Hardcover. Eleven chapters plus an interlude. The thinking, the stories, the frameworks in full. A brand book that tells you what most brand books are too polite to say.
03
The Workbook
Printed. Where you do the work. Structured exercises that move you through archetype choice, purpose, voice, visual identity, strategy, and brand stance. Write on paper. Think with a pen.
The archetypes
Twelve ways of being in the world.
Your brand is one of these. Knowing which one is the difference between a brand that feels inevitable and a brand that feels like a meeting.
The Visionary
Future-facing, boundary-breaking
The Showstopper
Bold, theatrical, hard to ignore
The Gentle Giant
Powerful, calm, unforced
The Phoenix Sage
Rising, earned, transformative
The Quiet Dreamer
Internal, imaginative, patient
The Patchwork Genius
Eclectic, connective, unexpected
The Romantic Idealist
Hopeful, earnest, devoted
The Soulful Observer
Watchful, truthful, thoughtful
The Chill Philosopher
Unhurried, wise, present
The Collective
Plural, generous, communal
The Rebel Muse
Provocative, charged, catalytic
The Sparkle Anarchist
Joyful, disruptive, unapologetic
Inside the Playbook
Eleven chapters. One interlude. One arc.
Stories from a screaming match over a $60,000 logo to a denim jacket bought in a Kyoto backstreet. Named frameworks you can use today. The kind of brand book that tells you what most brand books are too polite to say.
Part one · The Seed
CH. 01
The Decoration Era
A $60,000 logo. A company that never shipped. And the one-second glance that changed everything.
Ch. 02
Part two · The Shape
The Brand Builds You Back
The Mirror Principle. Every question your brand has to answer is also a question about you.
Ch. 03
Twelve Ways of Being
Why a Japanese denim house and a death-metal water brand are both winning, and what that means for yours.
Ch. 04
Part three · The Strategy
The Work You Can't Skip
Purpose that survives deletion. Values that cost something. Tone with teeth. A refund that proved it all.
Ch. 05
Strategy That Pays the Rent
Don Quijote's beautiful chaos. BYD declaring war on petrol. Veja spending zero on advertising. Strategy as brand, not spreadsheet.
Interlude
Part four · The Expression
The Denim Jacket
Plastic stools, backstreet bars, and a seven-year-old jacket that's the best brand strategy in the book.
Ch. 06
Make It Impossible to Unsee
All beautiful things go together. What a woman in Cooma taught me about visual identity that no design school ever did.
Ch. 07
Sound Like You Mean It
A 91-year-old dairy that became a plant milk company. A brewery funded by selling a house. And the four voice decisions that made both unmistakable.
Ch. 08
The Oldest Technology
You've already read stories with perfect structure in this book. This chapter shows you the bones underneath them.
Ch. 09
Part five · The Stand
Content That Isn't Wallpaper
Why most brand content is invisible, why a cereal brand's deadpan billboards are worth millions, and the cost of neutrality.
Ch. 10
Brand as Myth
Patagonia appears once in this book. This is where. The deeper work most brand books never reach.
Ch. 11
The Mavericks Oath
Ten commitments. Printable, pinnable, defensible. The oath you make to yourself when you decide substance matters more than speed.
WHO IT'S FOR
For builders of brands with teeth.
If you're tired of brand work that looks busy and changes nothing, this Kit is built for you. It's for the operator who knows brand is strategy, and for the creative who's ready to turn instinct into system.
If you're a founder
""I'm tired of brand work that costs a fortune and moves nothing. I want the real moves, not the decoration.""
If you're a creative lead
""I know brand is strategy. I want a system that holds up to scrutiny, not another mood board.""
If you're rebuilding
""The old brand doesn't fit anymore. I need a method, not a mystery. Somewhere to actually start.""
When you're ready for more
Four live calls a week. All yours.
he Kit is a one-time purchase. Yours for life. Membership is the weekly rhythm on top.
When you join, you get every live call, every week, during a season. Monday Brand. Tuesday Young Founders. Wednesday Professionals. Thursday Creative Q&A. Dip in whenever a topic fits what you're working on. Show up for all four if the week calls for it.
Brand is what brought you here. The adjacent conversations are where your brand gets sharper.
Community and live calls open late June 2026. Early adopters get early access.
Get in first
Be the first to get the Kit.
Kit ships immediately at launch. Cards via the companion app, the printed Playbook, and the printed Workbook. The Course and community open late June 2026. Waitlist members get early access to both.
$97
AUD · LIFETIME ACCESS
Things people ask.
Four things. The Cards (71 cards across twelve archetypes and five parts, delivered through the companion app). The Playbook (hardcover print, eleven chapters plus an interlude, posted to you). The Workbook (print, posted to you). The Course (short, sharp, zero-fluff video lessons, self-directed, unlocked from day one).