The company that explained itself better got the deal.
Buyers compare before they contact you. My job is to help you position and communicate so they see your value and choose you.
25 years in brand, web, and product design
School of Visual Arts, New York
Thirty minutes, free, and you get it in writing.
The gap
The work is strong. Reputation hasn't caught up yet.
You explain your business better in one conversation than your website does in ten pages.
01
“We're launching, and it has to land.”
Investors, first hires and customers decide in weeks. Get it wrong and you keep paying to fix it.
02
Our work is premium. Our brand doesn't reflect it.
You get compared on price, and lose to people who present worse work better.
03
We changed. How we show up didn't.
A pivot, a raise, a new market. Buyers still buy the old company, and what you want to sell stays buried.
A redesign won’t fix it. Without a decision, a new website says the same unclear thing in better fonts.
The method
Nothing gets built until the message is decided.
That’s what stops the work going in circles, and you paying for every lap.
01
See
I ask until the real offer, audience and message are on the table.
02
Decide
One position gets named, and anything that contradicts it gets cut. Nothing after this gets reopened.
03
Build
Identity, website and marketing material, directed as one build. Not a folder of files.
04
Adapt
Markets move after launch. Yours moves with them, so you’re not rebuilding this in a year.
15yr
8yr
Proof
The product was never the problem.
Schropp · Haso · CapLid
Sustainable packaging
Schropp in Germany, Haso in Japan, CapLid in Switzerland. Everyone in the category claims the same thing and most can’t back it.
The environmental case stayed in and stopped leading. Regulation led instead. Single-use plastic is being legislated out, so their customers have to move, and these three could carry them across without giving up what plastic does.
All three launched with that argument, and still lead with it.
“We had the product. We didn’t have the words for it. Zoltán gave us a value proposition we could launch with, and it’s still what we lead with.”
— Sven Schropp, CEO, Schropp GmbH & Co.
Fintech
A digital payments platform
Anonymized at client request
A company nobody had heard of, asking banks to move card issuing onto its platform and gas station chains to run their POS and loyalty on it. Expensive, risky, and routinely put off for years.
The positioning, message and identity were built to carry that weight.
Banks put it into production. Gas station chains issued their own cards on it. Investors backed the same story for $30M. (Anonymized at the client’s request.)
Anonymized, per client request. No client name attached.
Storage and IoT
Powered Storage
2018 to present
Eric Davis owns the business decisions at Maat Holdings. Mine are the ones the outside world sees.
The property went from empty to ninety percent occupied.
It opened with services the local market had no word for, under a brand nobody had heard of. Nobody looking for a place to work was going to type “storage.” I split the brand along what each customer was looking for, one operation underneath, each given language its buyer already used.
I have made those calls for Maat for eight years. Each time demand showed a new offer worth naming, there was already a place to put it, so what got built early still fits a business that kept changing underneath it.
“Zoltán makes the calls, not just the designs. Five brands in, that’s saved us money and a few nightmares.”
— Eric Davis, CEO, Maat Holdings
Where to start
Most of what you need already exists. It just isn’t doing its job.
Tier 1
Clarity Sprint
Two weeks. Fixed price.
For when the positioning was never decided, or it’s decided and lives only in your head. You leave with it written down, whether you build it with me or not.
Tier 2
Brand & Build
Scoped per project.
For when the positioning holds but nothing else has caught up. Identity, website, pitch deck and marketing material, built as one job instead of three vendors.
Tier 3
Staying Current
Fixed monthly retainer.
For when it’s built and now has to keep earning. Getting found, staying current, and deciding what changes as the business moves.
You might not need all three. That gets decided on the call, not from this page.
The close
You already know something isn't landing.
Maybe you can already name it. Usually the thing you name is not the thing to fix. I’ve done every one of these jobs myself, which is how I spot it early.
In thirty minutes you’ll know where you are, what I’d do, and what it would cost.
It comes back in writing, free, including if the answer is that you don’t need me.
If what you put in front of buyers isn’t bringing them to you, let’s talk.
Based in
Budapest
Working in
English and Hungarian
Founded
2019