Total Brand Reset
Your product found its market. Your brand hasn't caught up.
We help Series A software companies close the gap between who you are and how the market sees you — through brand strategy, identity design, and websites that actually convert. We call it the Total Brand Reset.
What it is
The Total Brand Reset is our flagship service. It's a full-scope brand and web engagement — positioning, identity, and website — designed to make your company look like the business it's becoming, not the scrappy startup it was.
We don’t design logos in a vacuum. We don’t give brands a fresh coat of paint. And we don’t redesign websites without strategy. Every engagement starts with positioning and messaging, moves into identity design that brings the positioning to life, and ends with a website that puts it to work.
Together we co-create a brand that earns the trust your product already deserves.
Who it's for
B2B software companies — primarily at Series A — who've found product-market fit but whose brand hasn't caught up to the business.
You're closing deals. Your customers get it. But the market doesn't see what your customers see. Your website undersells what you've built. Your positioning is vague or inherited from an earlier version of the company. You're moving from founder-led sales to marketing-led growth, and the brand needs to support that shift.
Why it matters
The gap between your product and your brand isn't just a design problem. It's a growth problem.
Weak positioning means longer sales cycles. A dated website means higher bounce rates and lower conversion. Inconsistent messaging means your team tells a different story every time they pitch. And when you go up against better-branded incumbents, you lose deals you should win — not because your product is worse, but because your brand breaks trust instead of building it. Strategy-first brand work fixes the root, not the surface.
When the time is right
You don't need us at the earliest stages, when the product is still finding its footing. And you don't need us once you've already built a mature marketing organization with a brand team in-house.
The right time is the transition: you've proven the product works, you're ready to scale, and you need a brand that can lead that growth — not trail behind it.
Common triggers: a new funding round, a push into enterprise, the first marketing hire, or the realization that your brand is out of step with your product — and your website is actively hurting pipeline.
How to get started
Email us at sofya@workisplay.studio. We'll arrange a time to speak briefly about your situation, and identify whether a Total Brand Reset is a good fit for you.
What to expect
We have a conversation
No pitch. No 30-page proposal. We talk about where your company is, where it's headed, and where the brand is falling short. If it's a good fit, we scope the engagement together. You’ll receive an agreement, an NDA, and invoice.
Step 1
Step 1
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Strategy comes first
We interview your team and your best customers, study your market, then stress-test, refine, and clearly articulate your positioning. This is the foundation everything else is built on.
Step 2
Step 2
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Identity takes shape
With strategy locked, we design your visual and verbal identity — a brand system that works across your website, pitch decks, social, and everywhere else you show up.
Step 3
Step 3
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We map the website
Before a single page is designed, we define the architecture — sitemap, user flows, content information architecture. Every page has a job. We make sure it can do it.
Step 4
Step 4
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Design and copy happen together
We don't design first and fill in words later. Copy and design are built in parallel so the message and the experience are one thing, not two.
Step 5
Step 5
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Build and launch
Development is meticulous — responsive, fast, accessible. We QA obsessively. You walk away with a live site, a CMS you can actually use, a brand system you can extend, and the training to run with all of it.
Step 6
Step 6
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"Work is Play was instrumental in taking us from having a product to having a company. They delivered more than just a project. They bootstrapped an entirely new marketing function and shipped its first major milestone."
Location
Fully remote. Weekly video calls over Zoom, async collaboration via Loom and Slack.
Scheduling
We can typically kick off within 2–4 weeks, depending on the time of year.
Duration
8–20 weeks depending on scope. Strategy is about 4 weeks. The rest varies with the depth and breadth of deliverables we align on. A full engagement — strategy, identity, and a 10-page website — runs no longer than 20 weeks from kick-off to launch.
Project management
Every Total Brand Reset starts with a detailed project timeline with weekly milestones, a standing weekly meeting, and a shared Slack channel. 24 hours before each session, we send a Loom video walking through our work and thinking. Your team watches ahead of time, discusses internally, and consolidates feedback. When we meet, we discuss and make decisions together.
What we need from you
Access to founders, key stakeholders, and customers for strategy interviews and weekly reviews. Access to all relevant business, marketing, and brand assets. One consolidated point of feedback per round. Time, honesty, open-mindedness, and a willingness to make decisions.
Cost
A Total Brand Reset typically ranges from $90,000 to $175,000, depending on company size, stage, and scope. Strategy-only engagements start at $50,000.
Payment terms
50% due upfront to secure the engagement. 25% upon strategy completion. 25% before handoff of final deliverables. All payments are non-refundable. We accept wire and ACH.
FAQ