Brand Identity
Position, system, and visual language built to compound. Refreshes, rebrands, and identity systems your team can actually operate.
the b2b revenue creative
CMOs Stop paying agency rates for creative that doesn't convert.
I’m Erik, a hands-on creative director in b2b, embedded part-time. I build brand identities, sales enablement, and creative strategy for demand gen that lowers cac.
Tell Erik What's Broken. In 15 minutes, you'll know exactly where your creative is costing you pipeline and what do about it.
TRUSTED BY
100+ B2B Marketing Directors
ENGAGEMENT
Fixed Flex — Pause or Cancel
SERVICES
Creative Strategy, Brand Design. Creative Direction
FOR
$10M – $200M B2B
Why the creative keeps failing
The work survives the review. Your pipeline doesn't survive the work.
That isn't a brief problem. It isn't a budget problem. It's an upstream problem. The work is being engineered to survive a review, not to close a sale.
75% of B2B ads score 1 out of 5 on creative effectiveness. Three quarters of your category's spend is working uphill and brand strategy is the upstream reason why.
LINKEDIN B2B INSTITUTEMost B2B creative is made by people who have never sat in a sales call, never studied behavioral science, never developed national ad campaigns and never connected a design decision to a revenue outcome. They optimize for approval. Approval and persuasion are not the same thing.
One ends before the presentation starts. The other ends at the close.
What This Looks Like
Ship creative that lowers CAC.
One creative director. Fixed rate. Hands-on.
One brief. One queue. One decision-maker. Senior on the first round, not the fourth. Forty-eight hours from brief to ship. No project managers between us. No B-team. No fourth round of revisions on work you should have liked the first time
A REAL SITUATION
A product launch.11 days out. Agency wants three weeks.
A marketing director at a B2B company is eleven days from a conference. Her pipeline is thin, her team is stretched, and her agency just sent a scope revision asking for three more weeks she doesn't have. She's approved work she didn't believe in twice already this quarter.
She sends a brief to Erik on a Tuesday. Campaign direction comes back Thursday. Execution follows by end of week. She goes into the conference with 360° creative that creates relevance while everyone else struggles over word salad.
"We'd never had campaign thinking before, the showroom, the ads, the catalog, all connected and flowed with it’s own delight. Erik made us cut a lot and I won't pretend I loved it at the time. But the numbers don't lie."
_Booth scans up 267%
_Catalog downloads up 178%
_Website traffic up 218%
/ VP oF MARKETING /
/ INNOVA SLEEP SYSTEMS /
/ LAUREN WUE /“We wanted residential customers to know our name. We knew that takes time. Eighteen months in, every $1 we spent brought back $4.80. The campaign alone returned $2.60 per $1. And we still had hundreds of fresh leads for our sales team to nurture. From there, we restarted public sector, and critical infrastructure with new messaging. We also launched foreign partnerships through the U.S. Embassy Gold Key Program. New sales tools came with it.”
/ CHIEF EXECUTIVE OFFICER /
/ SUPERIOR CONCRETE /
/ TODD STERNFELD /
The method
Three disciplines.
One output: creative that closes.
01 | VISUAL SCIENCEYour ads stop the scroll for a reason, or they don't.
Attention research, memory encoding, and visual fluency inform every layout, color, and image choice. Most B2B creative ignores this entirely. That's why your buyer sees the ad and forgets it by Thursday.
Your brand looks different on every channel and buyers notice
Your best ad gets scrolled past before the headline registers
Buyers see your brand twice and still don't recognize it
Nothing in your category makes your brand immediately distinct
02 | Psychology of InfluenceBuyers aren't rational. Your messaging should know that.
Loss aversion, social proof, and identity-based framing built into every message before the copy is written. B2B buyers are people with careers and reputations on the line. The work that wins speaks to that directly.
Your messaging leads with features not the cost of doing nothing
Your buyers are choosing between you and staying put
Your case studies show up too early in the buying process
Your emails sound like every other vendor in their inbox
03 | Principles of DesignGreat design signals credibility before a word is read.
Hierarchy, contrast, proportion, and repetition applied deliberately not decoratively. In B2B, where everyone looks the same, visual authority is a competitive edge hiding in plain sight.
Your layouts feel off but nobody can say exactly why
The most important line in your ad gets read last
Your deck looks homemade because it is
Buyers open your email and close it before they finish the first line
HOW TO WORK WITH ERIK
Three steps. No surprises. Senior execution from day one.
01 | DIAGNOSTICTell Erik what’s broken
15 minutes. No deck required. The first conversation identifies the gap between your creative and your pipeline and tells both of us whether I can close it. (strategy, optimization or execution.)
02 | BUILD SYSTEMStart sending briefs
Request strategy or design across demand gen or paid, from landing pages to logos. Science and psychology will be baked into every solution.
03 | RECEIVECreative or strategy in 48 hours
Most requests ship in 24–72 hours. Strategy is included, not billed separately. No waiting for a kickoff call. No sprint planning. Just the work.
Why your marketing is broken
Four numbers that explain why generic creative is the most expensive line on your P&L.
4×
The profit multiple of highly creative B2B advertising over low-quality work. Not a brand argument, a math argument.
WARC / KANTAR
8×
Buyers pay an 8× premium for personal value, career safety, reputation, over business value alone. The work has to speak to the person, not just the org chart.
CEB / Gartner
21%
Only 21% of B2B organizations are brand-led. The other 79% are paying full price for attention they could be earning.
CEB / Gartner
81%
Of B2B video ads fail to be noticeable or memorable. Only 19% of viewers correctly attribute them to the brand shown.
Media Science
What working with Erik delivers
Lower the cost of attention 15-30% across paid media
Distinct creative earns impressions. Generic creative buys them again and again.
Increase the close rates by 2.3x at the point of decision
Buyers don't convert on features. They convert on confidence. Design that signals "considered" closes faster than copy that argues harder.
48 hours or less delivery for creative assets across the funnel
No discoveries. No lost sprints. Senior execution shipped before the window closes.
What you get
Everything your demand gen and brand need to ship consistently to move sales.
STRATEGY
B2B Creative Strategy for Demand and Performance
Campaigns built on a single customer truth and a single business outcome aligned to brand or the sales cycle. That's how relevance gets engineered. That's how influence gets earned.
THE SIGNAL SYSTEM
Brand Marketing System to Build Influence
How B2B companies build brand that lowers customer acquisition costs, builds trust in the sales cycle, and enables fast creative execution at scale.
CREATIVE OPTIMIZATION
Creative Matrix Optimizer
A matrix that maps which hooks, angles, genres, and tactics actually resonate. You walk away knowing the exact angles your audience pays attention to and what they ignore, not just KPI’s.
BRAND IDENTITY & SCALING SYSTEMS
A Brand Your Team Can Ship
Workshops and executions for brand identity, voice, and visual system every function on your team can operate across any system, Adobe, Figma, Microsoft, Canva. Demand gen ships campaigns. Sales ships decks. The brand stays consistent.
FULL FUNNEL CAMPAIGNS
Campaigns Aligned to Sales Cycle
One narrative, threaded through every stage of the sales cycle. Paid social, ABM, display, webinar and email. The buyer hears the same story across every touchpoint.
SENIOR DESIGN SUPPORT
Design Support,No Hand Holding
Senior creative execution without a project manager between us. One queue. One brief. One decision-maker. Forty-eight hours or less, not forty-eight emails.
Every deliverable your sales cycle needs. One person who owns and influences it all. Because that’s what creative directors do.
Logo & System
Brand Guidelines
Voice & Tone
Naming
Brand Identity
Identity Refresh
Photography + Art Direction
Demand & Paid
ABM creative, paid social, display, and event activation. Tested, iterated, and scored against funnel performance.
Campaigns + Concepts
Paid social
Event design
Creative strategy*
OOH + Print
Creative optmization
Digital & Web
Landing pages that convert. Sales sites that close. Sales enablement assets that make procurement nod.
Landing pages
Microsites
Campaigns
Presentations
Sales sheets
Case studies
Emails
Ai Generated Imagery
Motion & Video
Micro-stories that move accounts down the funnel. Brand films that establish authority, not just awareness. *Additional time or resources may be required depending on needs.
Social motion*
Motion Identity*
Teasers
Brand sound*
Brand films*
Micro films*
BUILT FORB2B SaaS
Finance
Manufacturing & Defense
Consulting
Healthcare
Five ways to buy creative. One actually delivers.
What you actually get when you hire an agency, a freelancer, an in-house team, or a template stack. No marketing.
Where your money actually goes
PRICING
Pick the level of creative authority your pipeline needs.
Most marketing teams are paying full price for attention they could be earning. Three tiers built for budgets that flex by quarter, not by year.
$8,995/month
Hands on Design + Creative Strategy
For teams building a modern internal creative systems, needs creative strategy and brand campaigns.
Ask about scoped projects for brand strategy/identity design
What's included:
- Everything in Tier 1
- Two active requests at a time
- 2–4 motion projects per month (6-15 sec each)
- Campaign-tied creative direction
- Multi-format deliverables per request
- Priority queue on rush briefs
- Monthly creative review + working session
- Sprint projects for brand & optimization
$11,995/ 14 days
Ai Augmented Brand System
For companies that need to look bigger and move faster. A 14-day brand system sprint that your team owns and runs.
Fixed price • 14 Day Delivery.
What's included:
- Brand identity Logo + System
- Photography, Patterns & illustration styles
- Brand guide for LLMs
- Execution samples for sales
- Commercial AI imagery license
- Figma, Canva & PPT templates
- Living style codes (no stock)
- Claude skill files & prompt kits
- Full system handover
$5,995/month
Senior Brand Designer
For B2B marketing teams that have strategy but need senior execution capacity weekly.
Pay 2 months upfront, get one month FREE (Complete 45+ projects).
What's included:
- One active request at a time
- Brand & performance design
- Demand-gen campaign creative
- Clips
- Full-funnel design execution
- Unlimited brands & product lines
- Landing page development
- Commercial AI imagery license
- Logos, event design, identity, web, sales collateral, etc
FREQUENTLY ASKED QUESTIONS
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For creative strategy and design execution almost immediately, brand led growth typically follows the length of your sales cycle before compounding starts.
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No long term contract, better talent access.
You will get better quality than your $2500 month retailer and not be upsold for larger projects.An agency sells you the senior team in the pitch and routes the work to juniors after the contract is signed.
Here, the creative director is the work. No bureaucracy, no middle managers or lost in translation.Collaborate directly with the person doing the work who holds a high standard.
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Some clients come to Erik without one. The agency line is the most common pattern but inconsistent freelancers, an overwhelmed in-house designer, or no creative resource at all lands in the same place: work that doesn't perform.
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That's a common starting point. The first two weeks usually surface the priorities that were buried under the inbox. We start with the gap between creative and pipeline then build out capabilities from there.
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Most requests ship in 24–72 hours, with 48 as the working average. Stratetgy, Bbrand identity work, motion projects, and rebrands run on a longer cycle that we scope upfront but plan for deliverables every few days or less.
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Composition, color, typography, layout, and message structure all have decades of behavioral research behind them. Most B2B creative ignores it. Here, every decision references the work on attention, recognition, mental availability, and risk perception. Aesthetics is the byproduct, not the goal.
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3 tiers for any stage of business. Pause weeks roll forward. Cancel any month. No contract minimums beyond what's stated in each tier (Tier 03 is a fixed 14-day sprint). The system is built for marketing budgets that flex by quarter, not by year.
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You do. Every file. Every layer. Every export. Full commercial license for AI-generated imagery. No archive lock-in. If we part ways, you take the work with you and your team can keep operating it.
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B2B SaaS, fintech, manufacturing, engineering, healthcare, private equity, retail, aerospace, and defense. The thread is long sales cycles, multi-stakeholder buying groups, and a creative bar that the category hasn't met yet.
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Not a lot, but but motion and larger video projects may include additional resources. I prefer to keep money in the USA to benefit our tax system and partners.
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Due to the highly technical nature of the work, there will be no refunds issued but I am fair and am willing to work something out if you have issues.
Most marketing leaders ask the same six questions before they sign.
Not ready to commit?
Download the brand guide analysis and read about the document you already paid for and why it’s so valuable.
THE WAY OUT
Hired to leave. Worth hiring anyway.
If you are struggling with creative that doesn't convert, looking to build brand or implement scaling scaling systems, purchasing fractional creative direction from Erik is the right decision.
