Skills · Brand Mavericks · Brand building

A brand is the soul of a business, made visible.

Twelve archetypes and the moves that turn a name into something people recognise, trust, and repeat to someone else.

Most first brands start at the logo and launch into silence, because nobody falls for a colour palette. They fall for a point of view.

You come out with a position you can defend, a voice only you would use, and a brand that does the selling before you open your mouth.

From $67 AUD · choose your format

Digital lands instantly by email. Free shipping on the printed edition to Australia, the UK and the USA.

WHAT'S INSIDE

Two parts. One practice.

One Kit. The Playbook teaches it through stories and real brands. The Workbook is where you build your own brand, answer by answer. Read them instantly as digital, or add the printed editions posted to you.

Included

The Playbook

The teaching layer. Each principle arrives inside a real story, with diverse global brand examples and the reasoning behind every move.

Included

The Workbook

One structured page per move, with frameworks, tables, and prompts you complete by hand. You leave with a brand blueprint in your own writing.

Working with a team? Brand Mavericks comes as a five-pack, one Playbook and five Workbooks, for $227. Get the Team Pack.

How it works

Three steps. Build your brand.

Open the Playbook

Read the principle and the story behind it. See how it plays out across real brands.

Do the work in the Workbook

Answer the prompts honestly and the brand starts to take shape on the page.

Take it into the world

Work the nine phases from archetype to legacy, and leave with a brand you can defend.

THE METHOD

Nine phases of building a brand.

A complete system from claiming your archetype through cultural legacy. You define your purpose, your strategic edge, your visual language, your voice, your story, your content, and how you take it out into the world. The thinking lives in the Playbook, the work happens in the Workbook.

Brand archetype vault

Find your archetype

Get clear on you

Your purpose

The strategic brand core

Your edge

Visual language and identity

Your look

Craft your voice

How you sound

Brand storytelling

Your story

Content with soul

Earn attention

Embody it, share it, grow it

Go live

Brand as myth and legacy

What you leave

Who it's for

For brands who want to know themselves: inside, out.

If you can describe what you do but the brand around it still feels generic, this Kit starts you with what you actually stand for.

The Playbook hands you the thinking through real brand stories. The Workbook is where you build yours. Take them as instant digital downloads, or add the printed editions posted to you.

If you're a founder

"I can describe what we do, but the brand around it still feels generic. I want it to sound like us."

If you're a creative

"I can design for everyone else's brand. I've never built the system that makes mine unmistakable."

If you're a small team

"We keep arguing about logos and colours. I want to start with what we actually stand for."

From people in the work

Built with people who did the work.

I came here to learn a range of skills, and I ended up learning about myself and life lessons. It went well beyond what I expected.

This work lifted my career to another level. Great knowledge and technique, and it helped me grow as a solution finder. I love the passion and energy.

His enthusiasm for people is contagious, which is exactly what I needed. Plenty of experience and examples to draw on, and always a tip or a current example to share.

Things people ask.

Two parts, the Playbook (the teaching, told through stories and real brands) and the Workbook (one structured page per move). Choose the digital Kit and both land as instant downloads. Add the printed edition and we post them to you as well. Together they cover all nine phases.