CREATIVE STRATEGY & BRAND DESIGN ON SUBSCRIPTIONAverage is a strategy.
Just not yours.
Erik Peterson is a Creative strategist and brand designer for B2B teams looking to lower CAC, build trust during sales, and deliver before the window closes.
Erik Peterson - Hands-on Creative Director
For: $10m - $200m B2B / Engagement: Fixed monthly (pause or cancel), single projects / Delivery: 48h delivery in most case
Get a dedicated Sr. Designer and Creative Director that will smoke your agency for 1/3rd of the cost.
Grow your company with creative strategy, science backed design and psychological driven messaging for a fair monthly fee.
Apply
Apply for partnership and Erik will help clarify your exact needs from strategy to execution.
Receive
Receive your designs, strategy or campaigns in two days or less on average.
Subscribe
Subscribe to a plan & request as many designs as you’d like.
I started this in 2018, under a different name. We Are Generous, because that's my philosophy on life. The model was simple: flat monthly rate, a hands-on creative director doing the work, no agency theater. No B-team. You work with the talent directly.
That last part is the lie at the center of the agency model.
Senior people sell the work. Juniors execute it. (Unless you are a Mad Men client, which you are not.) Everyone in the industry knows it. Nobody says it out loud. People told me the model wouldn't work for B2B. Creative directors are managers, they screamed. They were wrong.
I have been on both sides of the desk. I worked up from production, layouts photoshops, designs, photoshoots, campaigns, the long days to creative director on major brand work creating identities and campaigns.
In-house, watching the work come back wrong from agencies who quietly subbed in the B-team.
Flat thinking. Linear messaging that ignored the funnel. At agencies, watching marketing teams pay hefty for things they did not need. You see the same broken patterns from both sides. Eventually you can name them. Then you can fix them.
The work is mine. Creative strategy, design, art direction > me. Motion and video are run by a small group of specialists I have worked with for years and would trust with my own brand. Nobody on this engagement is figuring it out for the first time. That is the real difference between B2B brands that win and the ones that keep cycling agencies thinking they next one will ‘get it.’
Not a designer making things look pretty. A creative director who understands how attention is bought, how trust is built at the point of decision, and how to ship faster than the window closes.
As a creative director and art director working in-house and at agencies, I can spot the problem quickly and land on precision feedback and suggestions from the point of view of an award winning designer. I’ve watched marketing directors get stuck in agency loops on who can promise more only to fail in the end. I can concept and execute projects across the full sales funnel influencing demand gen and paid spend.
IMPACT CAC15-30%
Lower Cost of
Attention
Distinct creative outperforms generic creative on cost-per-impression and cost-per-meeting.
RAW FILES100%
Your Files, Always
Every layer, every export, every system. You own the work not the agency archive.
INCREASE CLOSING RATE2.3x
Trust at the Point of Decision
Buyers convert when the creative reduces perceived risk. Templates raise it.
COST$
Fair Flat Rate
One number, no scope creep, no change orders, no billing revisions. No bureaucracy.
DELIVERY48h
Average Delivery
No discoveries, no wasted time, no springs or lost months. Senior execution shipped.
"From understanding our business goals, to crafting the direction, to executing with speed, Erik nailed it from the beginning. Know we actually have a campaign theme and we love it."
/ VP oF MARKETING /
/ INNOVA SLEEP SYSTEMS /
/ LAUREN WUE /Erik builds for every layer of creative for strategy, demand, brand and pipeline that is guaranteed to your move your audience.
B2B Creative Strategy - 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.
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.
The Creative Matrix That Turns Ad Experiments Into a Playbook
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.
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.
Launch Consistent Campaigns Across The Entire 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.
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.
Business OutcomeLower the cost of attention.
Distinct, principled creative earns the impression. Generic creative buys it again and again.
Business OutcomeBuild trust at the point of decision.
The buying group decides on perceived risk. Make the safe choice the obvious one.
Business OutcomeExecute before the window closes.
The opportunity has a half-life. Senior execution at speed is the only response.
All the things you need to support demand gen and brand with a little extra
BUILT FORB2B SaaS
Finance
Manufacturing
Consulting
Healthcare
It’s a brilliant time to do something different
It’s never been a better time in the history of marketing, advertising and brand to integrate a strategic design leader across your visual communications.
Senior Brand Designer
For B2B marketing teams that have strategy but need senior execution capacity weekly.
- 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, events, identity, web, sales collateral
Hands on Design + Creative Strategy
For teams building a modern internal creative system, interested in creative strategy and brand campaigns.
- Everything in Tier 1
- Two active requests at a time
- 2–4 motion projects per month (6 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
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.
- Brand identity Design
- 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
Why hire an agency when you can work with the talent directly
What you actually get when you hire an agency, a freelancer, an in-house team, or a template stack. No marketing.
Most marketing leaders ask the same six questions before they sign.
Here are the answers you need.
-
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. One person. One queue. No handoff. The same judgment that won the meeting is the judgment that ships the file.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
If you can’t say the problem out loud then you can’t fix it.
Four numbers explain why generic creative is the most expensive thing on your P&L.
80%
of managers admit at least one major decision last year was defensive. They picked the option that protected them, not the one that worked.
Source · McKinsey21%
Only 21% of B2B organizations are brand-led. The other 79% are paying full price for attention they could be earning.
Source · 2026 Brand-Demand Index8x
Buyers will pay 8x premium for personal value (career safety, reputation) over business value alone.
Source · CEB / Gartner77%
of B2B ads score 1 out of 5 on creative effectiveness. Three quarters of your category's spend is doing nothing.
Source · System1 / B2B Institute
Your brand guide is not decoration. It's science backed research.
A short read on the document you already paid for. Download it now.
Ready when
you are
Ready to collaborate on a project or system that needs incredible detail or execution, reach out to Erik.
