Fytra
Lunar Energy
CelLink
Morf
Daily Brands
Fytra
02
Design that matches the sophistication of your products. Visual foundations engineered with the same precision as the technology they represent.
Design should evolve as your product does. That’s why we build scalable systems: brand identities that grow with your team, websites that adapt as your product matures, 6–12 month refresh cycles because your technology doesn’t stand still.
Solo studio, direct access, no agency bloat. I work with founders who can’t afford to get it wrong. Clear scopes, fixed timelines, defined outcomes. You know what you’re getting, when it’s done, and what it costs before we start.
Clean, precise, systematic. Built for the builders of the physical future.
Imran Ashraf
Founder, Fytra Visual Systems
You’re Seed to Series B with real capital in play — closed or in motion. The product is past napkin stage: prototype or early product in validation. Design has to match the engineering rigor investors already bought into. You need identity and web that hold up in diligence, not a stopgap site that undercuts the round.
Headcount is coming: first design, marketing, or commercial hires. Before they arrive, you need systems — brand foundations and a site structure they can grow into, not a one-off look they’ll throw away. Technical founders who can’t afford to get this wrong set the visual baseline once, then hire against it.
The deck is strong; the public face isn’t. Investors will look past slides to the site and brand — and right now those don’t match the sophistication of what you’ve built. You need a clear commercial face before the round closes: precise, systematic design that signals hard-tech credibility in follow-up and diligence.
The product is leaving the lab. Customers, press, and partners will meet you online first. You need brand foundations that scale with the roadmap — identity and web built as systems, not a launch campaign you’ll outgrow in a quarter. First public face of a technical company, done once and done properly.
You’ve proven the tech in pilot; production and go-to-market are next. The visual identity still feels like an early-stage placeholder while the product has moved on. Design has to catch up to engineering so buyers, partners, and hires see the company you’ve actually become — not the one you were at first build.
You’re establishing the first real commercial face for a hard-tech company: site, brand, and narrative that speak to buyers and partners, not just engineers. Seed to Series B, working product, no room for agency theatre. Clear scopes, fixed outcomes — a presence that matches the sophistication of what you ship.
“They gave us a public face that finally matched the product. Clear, precise, and ready for diligence — not a stopgap site we’d replace after the round.”
Alex Rivera · Founder & CEO, Lunar Energy
“They get hard-tech without the fluff. Direct, systematic, and fast — the brand finally feels like it belongs next to the robots.”
Sam Okonkwo · Head of Product, CelLink Technologies
“A visual system we could actually grow into — not a one-off look. Proposals, product, and site finally feel like one practice.”
Jordan Hale · Creative Director, Morf Architecture
“Precise, technical, and easy to work with. We got a clear direction in days — no agency theatre.”
Riley Chen · Co-founder, Daily Brands
“Brand and site landed as one system. Fast decisions, no rework loops.”
Client name · VP Marketing, Axion Robotics
“The kind of visual clarity hard-tech teams actually ship with.”
Client name · Founder, Northwind Labs
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Pricing
Services & rates →
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Clear, fixed-scope projects. No retainers, no open-ended timelines, no agency bloat. You know what you're getting, when it's done, and what it costs before we start.
£10k–£15k
2–4 weeks
A visual system for hard-tech — marks, palette, type, and guidelines you can grow into.
£15k–£30k
2–3 months
Design through production — Figma to Astro, with CMS and launch support.
£6k/mo
Ongoing
Ongoing design support — updates, iterations, and priority access as your product moves.
£3k
2 weeks
A two-week sprint on whatever needs it most — unblock, ship, or dig out of a design hole.
Straight answers on process, timing, ownership, and how we work together.
short kickoff, locked brief, then work begins against the agreed scope.
deposit to begin, then milestones tied to approvals.
you own the deliverables; working files are handed off at close.
websites include a short post-launch window; ongoing help is a separate retainer.
brand 2–4 weeks; websites 2–3 months; SOS is two weeks; retainers are ongoing.
sometimes, if scope is tight and decision-makers are available.
delayed feedback, shifting scope, and missing brand/product inputs.
yes for fixed-scope work; dates are set at kickoff against the locked brief.
clear brief, deliverables, timeline, and price before we start.
we re-scope and re-price before continuing; no silent creep.
enough to lock outcomes, not a 40-page RFP.
no; rounds are defined per offering so quality and schedule stay intact.
one primary contact each side, async channel, milestone reviews.
typically Figma, Notion, and a shared async channel.
milestone reviews by default; more only when decisions need it.
people who can decide; feedback without authority stalls progress.
hard-tech and physical-product teams that need systems matching their rigor.
studio is built for hard-tech; exceptions only when the fit is clearly right.
energy, hardware, robotics, climate, industrial, and adjacent deep-tech.
yes, when the product and ambition justify a durable visual system.
open-ended work without outcomes, brand-as-decoration, or committees without owners.
marks, palette, type, guidelines, mockups, and a homepage draft that proves the system.
practical guidelines you can ship with, not a museum binder.
yes when the core is sound; we’ll say if a full rebuild is the better call.
no; it’s a designed demonstration of the system, not production build.
Figma design through Astro build, CMS, responsive production, SEO basics, 30-day support.
default stack is Astro + Sanity; other stacks only by exception.
you own final copy; we can structure and tighten as part of design.
yes when content and IA are part of the scoped rebuild.
we set you up for production; hosting/billing stays in your account.
~20 hours/month, brand/web updates, fast iterations, protected meeting time, priority access.
define carry-over policy here; draft: limited rollover within a short window.
yes with notice; restart depends on capacity.
often yes — for shipping follow-through without reopening a full fixed-scope engagement.
a two-week sprint to unblock, ship, or dig out of a design hole.
brand, web, product UI, or launch assets — one clear priority at kickoff.
as soon as the outcome is defined and the slot is booked.
the agreed outcome plus handoff of all working files.
01
Projects
Latest work →
Clean energy
Clean energy · 2024 · Brand identity & website
Residential battery storage with pilot fleets in California and the UK. The product was ready for a Series B conversation. The website still looked like a lab notebook.
Lunar had proven the tech in pilot. Production scale and a larger round were next — but anyone who left the deck and hit the public site felt the gap. Engineering looked series-B. The brand looked seed.
We treated brand and site as one system. Mark, type, colour, and motion were designed to hold up under diligence and still feel precise on a product screen. Copy led with what the battery does, why the architecture matters, and who it is for — utilities, EPCs, and homeowners — without soft agency language.
The site was rebuilt around proof: fleet data, deployment maps, and a clear path from interest to conversation. Templates for decks and press meant every new meeting pointed at the same face instead of a stopgap they’d replace after the raise.
What shipped was a commercial presence the company could grow into for eighteen months, not a campaign that peaked at launch.
“They gave us a public face that finally matched the product. Clear, precise, and ready for diligence — not a stopgap site we’d replace after the round.”
CelLink
Robotics →
Robotics
Robotics · 2024 · Brand & product narrative
Industrial robotics that won the demo room and lost the follow-up. Hardware looked exact. Everything around it — site, deck, leave-behinds — felt soft next to the machines.
CelLink’s demos closed interest. The materials after the demo didn’t. Buyers remembered the robots and forgot the company — because the brand didn’t carry the same rigor as the hardware.
We started with positioning: what job does this cell actually do for an operations lead, in their language. From there identity and site followed the stack — clear hierarchy, no decorative noise, proof over promise. Spec sheets, integration diagrams, and deployment stories sat in the same system as the careers page.
Sales walked into rooms with leave-behinds that looked like they belonged next to the cell. Recruiting stopped improvising a second story for candidates. One narrative, from first meeting through offer letter.
The work was less about a new look and more about closing the gap between what the product is and how the company shows up.
“They get hard-tech without the fluff. Direct, systematic, and fast — the brand finally feels like it belongs next to the robots.”
Morf
Architecture →
Architecture
Architecture · 2025 · Identity system
An architecture–software practice stuck between soft studio aesthetics and generic SaaS chrome. Neither matched how the work actually gets done.
Morf sits between architecture studio and software company. Their previous identity leaned too far into either soft atelier photography or generic product chrome — so proposals, product screens, and the website felt like three practices.
We audited those surfaces as one set, then built a geometric, restrained system that could flex across all three. Hierarchy and spacing do the work. Imagery supports the argument; it doesn’t perform.
The website now leads with how they think — brief, method, delivery — instead of a portfolio collage. Proposal templates and product moments pull from the same type, colour, and layout rules. Guidelines cover mark usage and modular layouts so the team can extend into a new deck or release without calling us back.
The point wasn’t a louder brand. It was one practice, readable in every surface a client or hire would see.
“A visual system we could actually grow into — not a one-off look. Proposals, product, and site finally feel like one practice.”
Lunar Energy
Clean energy →
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Fytra builds visual systems for hard-tech companies: EVs, robotics, clean energy, the builders of the physical future.
Scalable design foundations that capture the sophistication of your product and become your brand and website, built to evolve as your product does.
Clean, precise, systematic.
18+
Clients
40+
Projects
02
About
Story & clients →
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