The brief
Ben Dufty had spent his career on the other side of the table and wanted to launch a consultancy that offered SMEs and startups exactly that: someone who has done it, not another advisor. Two specialisms, people experience and growth and change, and a future investment arm behind them. The tension in the brief was Ben himself. A shock comic and a connector in the room, and a business that needed to read as established on the page.
The thinking
Founder-voiced, not founder-fronted. Ben stays the face on LinkedIn, in conversations, and on signed work. The brand surfaces read as an established platform with a plain, human voice. Theatre on the human, credibility on the brand.
The architecture locked that in. INJCTR is the group mark. Each offering takes the INJCT stem with a suffix that explains itself: Injct.px reads as people experience by Injector, Injct.scale reads as scale by Injector. No naming gymnastics. AI lives inside the work as a tool and never in the headline.
The work
A BrandSet// session and naming sprint, then architecture across group and offerings. Identity built on an inverted I device, with a visual world that carries the modern, clean signal so the words do not have to. Brand voice and guidelines with a banned-word list Ben helped write. Launch website, launch content and comms plan, month-one content pack with design direction, and a launch-readiness playbook for domains, email, and platforms. The whole foundation was delivered ready to launch inside a month.
The word
Narissa doesn't just build the brand, she helps you understand what your brand actually is, what it stands for, and how it should sound. She's the most strategic mind I've worked with, and then she generates everything you need to launch your brand and turns it around almost immediately. She gives you the confidence to see and feel your brand. She makes it feel real.
Ben Dufty · Founder, the injctr group