Challenge
In an increasingly crowded analytics space, Less faced a familiar challenge: how to connect more deeply with its customers and stand out. The platform, designed to help operators and analysts unlock the power of business data without complex coding or infrastructure, needed a brand that would reflect its value of simplicity and action. To accelerate its go-to-market efforts, Less wanted to build a brand that mirrored the positive, action-oriented mindset of its diverse user base.

Opportunity
Build a brand for the doers

Working closely with Less’s founders, Thomas and Daniel, we identified a core customer persona: the doer. Rather than focusing on a specific job function or title, focusing on a persona with broad emotional resonance allowed us to craft a flexible narrative framework. At the heart of this framework was a clear, simple proposition: Do more with Less.

To bring this proposition to life, we used core product UI elements as the building blocks for a light, modern brand identity. The visuals mirrored the simplicity and usability of the platform, ensuring that every interaction with the brand delivered a consistent experience that embodied the ease and efficiency of using Less. “The brand feels light, modern, and energetic—just like our product,” says Thomas.

Outcome
The full brand foundation and narrative culminated in a newly designed website for Less, along with a suite of flexible social media templates. This allowed the lean team at Less to easily scale their messaging across different channels. The new brand has been a key force behind an increase in new customer acquisition, as well as a boost in social media engagement since launch.

But the impact went beyond numbers. By leaning into the “doer” persona, the nature of everyday sales conversations began to shift. “We’re seeing conversations change entirely,” says Thomas at Less. “It used to be ‘Yes, but…’ and now it’s more like ‘Yes, and…’ because customers are emotionally invested in the action-oriented values we represent.”