Brand identity design for startups.

wavy designs startup brand identities (marks, type, color and voice) built to outlast the pitch deck and handed off as tokens and components your team can build with.

wavy brand
Capabilities How it works
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Sound familiar?

wavy problem

“Our identity was made for launch day, not the next three years. We have logo files but no system. And AI tools make every brand look the same.”

How wavy works on a brand.

wavy process
  • Start from positioning.
  • Design the system, not just the mark.
  • Ship it as code, so it survives new hires.

  1. Onboarding workshop

    A workshop to understand the business and what the brand has to do, mapped in FigJam.

  2. Art directions

    The work moves into Figma as visual art directions, usually two or three.

  3. Present and shape

    The directions are presented and refined with lots of feedback, round by round, into one.

  4. Motion and system

    The identity is prototyped in motion and built out as the system your team builds with.

What you get.

wavy deliverables
  • Mark, type, color and voice
  • Guidelines
  • Naming, when a new name is needed
  • tokens.json: color, type and space, wired to code
  • components/: Figma and code, one source
  • brand.model: rules your AI tools follow

Working together.

wavy together

You work with Tom, the one person behind wavy, from the first workshop to the last file. No account managers, no handoffs, no design by committee.

Directions come as a Loom first, so the team has time to react, then a call or in-person review for real-time feedback. Comments and recordings in Figma are always open.

  • FigJamThe onboarding workshop, mapped
  • FigmaOutline, directions and comments, open anytime
  • LoomReviews you watch on your own time
  • Calls or in personFeedback in real time

Three ways to work.

wavy partnership
Start here

Foundation

The identity is the core of Foundation.

Most teams

Embedded

Embedded extends it to new products and campaigns.

By invitation

Venture

In Venture, the identity is built with the company, not for it.

How partnership works

Work across the board.

wavy work

Identities for luxury retail, education, tech, fintech and the outdoors.

Questions, answered.

wavy questions

What’s included in a startup brand identity?

Mark, type, color, voice and the system that applies them, delivered as files your team and tools use.

How many directions do we see?

Usually two or three visual directions, shared as a Loom and then reviewed live, refined into one.

Can you refresh our brand instead of starting over?

Yes. A refresh keeps what’s working and rebuilds the system around it.

How do you stand out when AI makes everything look the same?

Taste: knowing what to make and why. That’s the part wavy does.

Do we own all the files?

Yes, you get the final source files: Figma, tokens and assets.

How does the identity get into our product?

As tokens.json wired to code and components shared by Figma and code.

The same partner covers this too.

wavy capabilities

All six capabilities

Now booking Q1 2027

Your product deserves to shine.

wavy contact

wavy does its best work on something new: a brand, a website or a product, where it owns the process from the first workshop. Not sure if your project fits? Reach out anyway, and a short call will tell.

Let’s talk

wavy is a design studio in Haiku, Hawaii, working with startups across Hawaii and beyond.