FAQs

• Why is it £15,000? Is that cheap?

  That is 40% less than our standard early stage brand and website engagement. We're doing this to test our AI-assisted sprint and programmable brand theories and because we want three of these in the world more than we want the margin on them right now.

  It's the same team, the same process. What's compressed is the calendar and cost, not the scope – four weeks on our timetable rather than yours, done where people can watch. Normally this is £20k and upwards (average engagement is usually £25k). You're paying the part we can't absorb.

  No equity requested, no lock-in long term. What we take out of it is three brand builds we're proud of, put together where everyone can see the work.

• What does "branded in public" actually mean for us?

  We publish the work, not your business.

  The arguments, the routes we killed, the things that underperform – those go out as they happen. Your metrics, your roadmap, your raise, and anything you tell us is off the table do not.

• We're just outside one of the four tests. Should we apply?

  Yes. Tell us which one.

  The tests are how we choose, not a filter that runs before a person reads it. Eight months from market instead of six, raised a bit over £2m – apply. Genuinely pre-seed with nothing built, we'd tell you to wait and tell you what to do in the meantime.

  The last one doesn't flex. If the yes has to go through a committee, four weeks isn't long enough.

• Who owns the work? And what if we don't like it?

  You own it outright. 100%.

  Branding should not be judged on subjective preference. The strategic work in week one will define positioning, and we'll lead you through the creative process with decisions anchored in that thinking. You'll be involved throughout, there will be no big reveals or shocks. And it will not be a battle of wills over who likes what. It will be about what moves the needle for your business. That's why position comes first and identity comes second – the expensive disagreement is ironed out at the start.

• We've already got a logo, a site, a name we're not sure about.

  That's normal, and it isn't a problem.

  Most companies at this stage have something – a wordmark a co-founder made in an afternoon, a template site, a name that tested well with friends. We're not precious about replacing it and we won't pretend it's worse than it is.

  The name is the one to flag early. If it's the thing holding you back, we'd rather fix it in week two than work around it for four weeks.

• What happens when the four weeks are up?

  You keep everything we made. The positioning, the narrative, the identity, the guidelines, the website – yours outright, working, no dependency on us.

  The 90-day playbook tells you what to do with it, in what order, and how to tell whether it's working.

  And you get Airspace for ninety days: your brand live in one place, how to work with it, how to get value from it, and the tools to make things and watch how they land. After ninety days it's a paid subscription. Yours to leave whenever.

• When does it run?

  Applications close 30th November. The first cohort starts in January 2027.

  We can't give exact dates yet. You'll know your four weeks well before they start, and if they land somewhere impossible, say so – that's a conversation, not a withdrawal.

• Do we have to be in London?

  No. Apply from anywhere.

  We're in Blackfriars and you're welcome in the room, but the four weeks are built to run remotely – scheduled sessions, not a residency. We'd genuinely like applications from outside the UK.

  Week one is the heavy one and works better in long sessions than scattered calls. If you're more than a few hours off UK time, say so and we'll build the week around it.