We build fearless, strategic brand identities for planet-positive challenger brands with our 6-step G.R.O.W.T.H process, delivered in just 6 weeks. Skip the bloated timelines and get a bold brand built to disrupt, scale fast, and drive real impact.
We’re James and Vicki, husband and wife, co-founders, and the brains behind A Tribe Called West. We’re a small studio by design, not by accident. That means no bloated teams, no account managers, and no juniors cutting their teeth on your brand. Just us, two senior creatives with decades of big-agency and startup experience, working directly with you to build a brand that’s fearless, strategic, and built to scale. We’ve spent our careers helping brands tell sharper stories, look world-class, and scale with clarity. Now, we bring that firepower to founders who want to shake things up, not play it safe.
No account managers. No handoffs. You work directly with the experienced creatives doing the work, from day one to done.
We know what it takes to stand out. Our process is built for ambitious startups that want to disrupt their category, not blend in.
Our 6-step G.R.O.W.T.H process delivers clarity, strategy, and bold design, in just 6 weeks. No fluff. No bloated timelines.
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We build fearless, strategic brand identities for planet-positive challenger brands with our 6-step G.R.O.W.T.H process, delivered in just 6 weeks. Skip the bloated timelines and get a bold brand built to disrupt, scale fast, and drive real impact.
A brand that feels as good as it tastes
From scrappy startup to a standout shelf presence. We partnered with On Point Provisions to build a brand identity that felt as fresh and considered as their product—helping them launch with clarity, attract retail partners, and connect with customers from day one.
“If you're on the fence about working with James, get off the fence right now. I have nothing but awesome things to say about every step of the process we went through when creating On Point with him. He's a rockstar.”
Brad Summey
On Point Provisions
We build fearless, strategic brand identities for planet-positive challenger brands with our 6-step G.R.O.W.T.H process, delivered in just 6 weeks. Skip the bloated timelines and get a bold brand built to disrupt, scale fast, and drive real impact.
Step 1
Groundwork
Brand Strategy Workshop
(2+ hours, in-person or Zoom)
If your brand feels scattered, hard to explain, or “not quite there,” this is where it starts to click. In a focused strategy session, we dig into your vision, values, audience, competitors, and positioning, giving you the clarity you’ve been missing. This isn’t fluff. It’s the strategic foundation that defines who you are, what you stand for, and how you show up, so every part of your brand has purpose and direction.
Step 2
Rooted Insight
3 Flashboards
(creative mood boards)
One of the biggest mistakes brands make? Jumping into design without a clear direction. Here, we distill everything from strategy into three distinct creative territories, so you can see how your brand could come to life. These mood boards act as visual north stars, helping us align early and avoid costly pivots later. It’s clarity and confidence, before a single pixel is designed.
Step 3
Onward
Brand Identity Design
This is where the brand takes shape. Using everything we’ve uncovered, we create a fearless, strategic brand identity that captures your essence and stands out in your space. It’s not just pretty, it’s purposeful. Every design decision ties back to your strategy, ensuring your brand shows up strong, clear, and consistent everywhere it needs to live.
Step 4
Wayfinding
Brand Guidelines
You’ve got the look, now here’s the manual. This comprehensive brand book ensures your identity stays sharp and consistent, across every channel, platform, and partner. From logos to tone of voice, it’s your brand’s playbook for showing up right, every time. No more guesswork, no more brand drift.
Step 5
Toolkit
Launch-Ready Brand Assets
No more scrambling for files or figuring out what’s missing. We hand over a complete, neatly packaged set of brand assets, logos, colours, fonts, templates, and more, ready to plug in and go. It’s everything you need to launch with confidence and hit the ground running.
Step 6
Handover
It’s over to you, fully equipped and ready to roll
With everything in place, we walk you through your brand guidelines and toolkit, making sure you feel confident, clear, and fully in control. No confusion, no loose ends, just a razor-sharp brand identity you can roll out with confidence across every channel, team, and touchpoint.
Here's what you get when you work with us
No fluff. No bloated timelines. Just everything you need to build a brand that stands out and scales fast.
A Strategic, Fearless Brand Identity
Built from the ground up using our G.R.O.W.T.H process, crafted to connect with your audience, not just look good.
Senior-Level Execution from Start to Finish
No juniors, no handoffs. Just two seasoned creatives (that’s us) working directly with you the whole way through.
A Complete Brand Toolkit
Logos, colours, typography, templates, all packaged and ready to roll out across every touchpoint.
Comprehensive Brand Guidelines
So you (and anyone you work with) can keep the brand consistent, sharp, and on-point long after we’re done.
A Streamlined 6-Week Timeline
Because you don’t have time to wait. Our process is built for speed and depth. No compromises.
Natalie Beach
Freuds Group
"James is reliable, works fast and efficiently, is super friendly, and is always flexible. I would highly recommend James to anyone looking for design."
Luca Barrie
Republic Europe (Seedrs)
"James is a brilliant designer with a wide range of capabilities. With no design job too big or small, he's punctual, efficient, professional and creative. Would highly recommend for any brand design."
Jay Bigford
YOKE
"Vicki's attitude is like a breath of fresh air, her work ethic is 110% and multiple times she has gone above and beyond to meet deadlines. I can't recommend her highly enough."
Who is this for?
The Early-Stage Builder
You’ve got a killer product, some early traction, and maybe a few retail wins. But your brand? Still DIY or cobbled together. You know it’s time to level up and look like you belong on every shelf and feed. You’re ready to invest in a brand that reflects your vision and sets you apart from the crowd.
The Funded Founder
You’ve just raised or are about to, and now the pressure’s on. Investors want clarity, retailers want polish, and your team needs a brand they can rally behind. You need a partner who can move fast, think strategically, and deliver a brand identity that signals you’re ready to scale.
The Challenger on the Rise
Your product’s already in market, maybe even killing it in DTC or starting to land retail deals. But your brand identity? It’s lagging behind your momentum. You’re ready for a bold refresh that grabs attention, builds trust, and positions you as a category leader.
Is it right for you?
Not every founder is the right fit, and that’s a good thing.
Here’s how to know if this is for you.
You're a good fit if:
You’re a funded CPG startup with a solid product and market traction
You’re ready to invest in branding that drives real business growth
You want a strategic, collaborative process not just pretty visuals
You value working directly with senior creatives who get startups
You’re looking to launch, rebrand, or scale in the next 1–3 months
You care about sustainability and want your brand to reflect that
You're probably not a good fit if:
You’re just starting out and don’t have budget to invest yet
You’re looking for a logo-only or quick-fix design job
You want to micromanage every pixel instead of trusting the process
You’re not clear on your product or market yet
You expect agency-level resources on a freelancer budget
You don’t believe brand strategy makes a real business impact
Meet Vicki and James
James is the creative renegade. After 15 years freelancing for big agencies and shiny campaigns for clients like Google, KFC, L’Oreal, Ben & Jerry’s and Lewis Hamilton, he’s become obsessed with turning logos and identities into real commercial firepower.
Vicki is the strategic voice of reason. With two decades in design and a background in advertising and marketing for clients like Coca-Cola, Heineken, KitKat, Nissan, Gucci and Dolce & Gabbana, she ensures every system and layout pulls its weight, not just looks good.
Together, we bring the best of both worlds: big-picture thinking and pixel-perfect execution. Everything we do happens in an open, collaborative way so the work isn’t just good, it matters.
Still got questions?
"James is a dream to work with, nails the brief every time and has been the design guru for our quality-lead brand from the start. His ideas have helped shape our brand identity and his sleek label designs have made selling our beer all that bit easier!"
Lance Van Dijk
Antur Brew Co.
Hey, we’re James and Vicki.
Co-founders of A Tribe Called West.
Let’s be real, building a great product isn’t enough anymore. If your brand looks average, sounds vague, or just doesn’t hit right, you’ll get ignored. And if you’re a funded CPG startup trying to grow, that’s a problem.
We’ve worked with big agencies. We’ve worked with big brands. But now we work one-on-one with founders like you, because we know that the best brands don’t come from bloated teams or flashy pitches. They come from clarity, speed, and strategic design that actually gives a damn.
That’s what we do.
We built our 6-week G.R.O.W.T.H process for planet-positive challenger brands who need to level up fast, without compromising on quality or story. No fluff, no cookie-cutter decks, no interns fumbling through your brand. Just two senior creatives with decades of experience, working directly with you to build a brand that’s fearless, strategic, and built to scale.
This is for you if:
• You’ve got a strong product, some traction, maybe funding, but your brand identity isn’t cutting it
• You’re tired of looking DIY and ready to look like a serious player in your space
• You don’t have time for a 3-month agency drag or another flaky freelancer
• You want to launch (or relaunch) with clarity, confidence, and a brand that actually connects
We’ll help you cut through the noise, position like a pro, and build a brand that opens doors, whether it’s retail shelves, investor decks, or customer hearts.
Think this might be your moment? Then we should talk.
We only take on one or two projects at a time so we can go deep with every client. No shortcuts, no churn-and-burn. If you’re ready to make your brand match the product you’ve worked so damn hard to build, book a call and let’s build something fearless together.
See you soon,
James & Vicki
A Tribe Called West
Let's go!
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