Analytics for the doers

Less helps businesses unlock the power of their data with a platform that delivers real-time insights—without the need for complex coding or infrastructure. The platform enables operators and analysts to go from questions to answers instantly, empowering teams to focus on problem-solving. Collaborating closely with the team at Less, we developed a brand and visual system focusing on their central UI element as key brand asset.

Client: Less
Year: 2024
Industry: AI apps & tools

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.

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.

The “Tool” is a core UI element within the product. With it you can define data inputs, make calculations and create automated workflows. This element was elevated to a key graphic device, making Less a true “product first” brand.

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.”

Brand Platform
Messaging
Visual Identity
Website design

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