A brand identity for a service that sells on credibility

About Convert Yesterday

Most founders obsess over traffic. More ads, more content, more channels. Convert Yesterday exists to redirect that energy where it actually matters — the customers already clicking through. Built by an engineer-turned-designer with 13 years at Google, Convert Yesterday is a CRO audit service that helps founders stop bleeding revenue from the product they already have. The premise is direct: you don't have a traffic problem, you have a conversion leak. And until you fix what's broken in your funnel, pouring more budget into acquisition is just pouring money into a leaky bucket.

The service is built for founders who want precision, not guesswork. Every audit is done personally, screen-shared in real time, and delivered with specific, actionable fixes. No bloated reports, no junior handoffs. Convert Yesterday's entire value proposition sits on the credibility and craft of the person behind it. That made getting the brand right from the start not just important, but essential.

What We Did

Convert Yesterday came to us with a strong service and zero visual identity. No logo, no brand language, no system to present themselves with confidence. We built everything from the ground up.

The logo was the starting point and the most important decision we made. We designed it around the funnel, the literal and conceptual core of what Convert Yesterday does. Improving conversion funnels is the whole value prop, so we made sure the mark communicated that immediately without being literal to the point of being generic. The result is a logo that feels sharp, purposeful, and specific to what this business actually does.

From there, we built out a complete brand system: typography that carries authority without feeling corporate, a colour palette that balances trust with a direct no-nonsense confidence, a component library for consistent execution across touchpoints, and usage guidelines so the brand stays coherent as the business grows. Every decision was made with the founder's audience in mind. These are pragmatic, results-driven people. The brand had to reflect that.

What Was the Impact?

For a service business built entirely on personal credibility, brand presentation is not a nice-to-have. It is the first signal a potential client reads before they ever engage with the content or book a session. Before the brand, Convert Yesterday had a strong offering sitting inside a visual vacuum. There was nothing to anchor trust, signal expertise, or communicate the quality of the thinking behind the service. The brand system we built changed that. The funnel-led logo gave the business an identity that communicates its purpose at a glance. The complete design system meant that every touchpoint, from the website to proposals to social presence, now speaks in a consistent, confident voice. For a founder-led CRO service where first impressions carry enormous weight, that coherence directly supports credibility and conversion. The brand is now an asset that works alongside the service rather than a gap the service has to compensate for.