Ooooby
BRIEF: Grow the brand from software platform into a movement
WHAT I DID: Strategy, positioning, architecture, illustration system, voice, applications
DELIVERED: Ooooby Brand Guidelines, website, marketing print material
CREDITS: Illustration: Liam, Handsfull Studio
Ooooby had the software. Underneath it, a belief. Small farms selling straight to the people who eat their food, week after week, season after season. What it didn't have was a face that matched the fire. Something you could hold in your hands. That part was mine.
Grow it, don't gut it. The name stays. The wordmark stays. Everything else was mine to build.
I turned a piece of software into a movement.
The shops wanted a company in the trench with them. And when I asked how the brand should feel, warm beat loud and human beat corporate. Every time.
Every good tool in this market eventually gets bought and spoiled. Ooooby can't be. That's the reason to put your business in its soil.
A clean type system so anyone on the team can set a page that still sounds like Ooooby.
Drawn by a person.
No AI images or Stock.
Badges, patches, stickers, stamps. The kind of thing you sew onto a market bag, pin to a muddy apron, slap on the back of the van. Small marks, all saying the same big thing. I'm part of this.
Every mark drawn by hand and left rough at the edges, because the wobble is the point. Every illustration was commissioned from Liam at Handsfull Studio, and the guidelines shut the door on generative AI. Everywhere. Always.
It also meant refusing the software vocabulary. No gradient hero, no glass panels, no dashboard floating at fifteen degrees. That language was built to reassure investors. Point it at a grower and it reads as the corporate buyout they told me they were afraid of.
You run a software company?
Book a free no-fluff 30-minute strategy call.
I build the system that gets people ordering, renewing and referring, and keeps them doing it.
Growers filling weekly orders, software businesses turning trials into paying customers, B2B companies who need enquiries that become pipeline: underneath, it's the same problem every time. Nothing brings people back. Fix that and the rest follows.
I've done it for businesses with no marketing department and no big budget.
Bring your biggest challenge.