SaaS branding agency for Seed to Series BOne brand, from the logoto the login screen.
Positioning, logo, visual identity and guidelines for SaaS, AI and fintech startups, delivered as tokens and components your website, product and deck use from day one. Naming included when you need it. Brand refresh from $6k, full identity system from $12k, with Ignat, the founder, in every review.
Brand, website and product by one team · founder-led
HCM International×+
hcm.com
9:41
+30%gross sales for Spartan in the 30 days after the relaunch
251 tokensin DIXI’s own brand system, light and dark
Trusted by 40+ B2B tech companies
Definition
What does a SaaS branding agency do?
A SaaS branding agency turns what makes your product different into a system people recognize: positioning and messaging, a logo, color, type, imagery and motion, plus guidelines your team can follow. At DIXI the same senior team then ships that system into your website, product UI and sales deck as design tokens and components, so the brand doesn’t stop at the logo.
StrategyA positioning one-pager, a messaging hierarchy and a voice: what you say before anyone sees a logo.
IdentityLogo suite, color, type, iconography, imagery and motion, designed to hold up at 16 pixels.
SystemGuidelines as a PDF and a live brand portal, design tokens in CSS and JSON, a Figma library.
AppliedYour homepage, product UI, pitch deck, social and email templates in the new brand on day one.
Swipe the table →
Logo design
Brand identity system (this page)
Design system
What you get
A logo, in a few files
Positioning, logo suite, color, type, imagery, motion, guidelines and tokens
Components, patterns and tokens for a product UI
Who uses it
Whoever has the file
Marketing, sales, product and every vendor
Product designers and engineers
When it’s enough
A side project or a placeholder
Raising, launching, moving upmarket, or fixing three looks that don’t match
A product team shipping features every release
What breaks without the next step
The first deck or ad someone makes
A product UI that drifts from the brand
Marketing pages that drift from the product
At DIXI
Not sold on its own
Brand refresh, identity system, or brand + website launch
Brand and design system meet in the tokens: the brand’s colors and type become the first tier of your product’s design system.
The problem
Why does brand identity matter for a startup that sells software?
Because most of your future buyers aren’t shopping today. Research from the Ehrenberg-Bass Institute puts about 5% of B2B buyers in-market at any time, so the brand they remember when the need arrives makes the shortlist. Being remembered is hard: in Ipsos and JKR’s study of 5,000+ brand assets, only 15% were truly distinctive.
You’ll recognize this
Three companies, one logo
Your deck, website and product look like three different companies made them, because they did.
Fix: one set of tokens for site, product and deck.
You’ll recognize this
“Who’s behind you?”
Enterprise buyers check your team and your security page before your features. A thin brand reads as a thin company.
Fix: an identity as considered as your product.
You’ll recognize this
The AI uniform
Gradient, sparkle, neural net. Cover the names on five competitors’ sites: could a buyer tell which one is yours?
Fix: one ownable asset beyond color, tested at 16 px.
You’ll recognize this
Canva at midnight
Every new asset is improvised the night before a launch, because nobody wrote the rules down.
Fix: guidelines and templates your team actually uses.
Swipe the table to compare →
Finding
Number
Source
What we do about it
Share of brand assets that are truly distinctive
15%. By type: product 31%, logo 19%, slogans 6%, color alone 4% (26,000+ people, 5,000+ assets, 2023)
Independent research and trade press, checked 1 November 2026. We don’t quote the widely shared “consistent branding adds 23% revenue” figure: its original report no longer shows it.
Decide
Do you need a refresh, a rebrand or your first real identity?
Refresh when people know your name and the product works, but the look no longer matches the company you’ve become: keep the name, rework the logo, color, type and voice. Rebrand when the name, the category or the buyer changes. Build your first real identity when a founder-made logo has to carry a fundraise, an enterprise deal or a launch.
Swipe the table →
Brand refresh
Full rebrand
First real identity
Typical signals
Traction and a known name, but the look lags the company; after a round; moving upmarket
A name problem, a merger, a category pivot or a new market
A founder-made logo, before a launch or a raise, no rules
What changes
Logo refinement, color, type, imagery, voice
Name, identity and positioning
Everything, from a blank page
What stays
Name, domain and the cues customers recognize
Often nothing
—
Market timelines
8–16 weeks (RNO1); about 5 weeks for a SaaS rebrand at a small studio (Series Eight)
16–32 weeks (RNO1); a structural rebrand in 3–5 months (Focus Lab)
What will the brand look like on your website, product and deck?
A brand proves itself on the screens buyers actually use. Below, one set of tokens drives a logo lockup, a homepage hero, a product screen, a social post and an email. Switch the brand and every surface changes at once, which is exactly how your developers will use the system we hand over.
Brand
Showing:HCM International, our client in executive pay: graphite and gold, Lato in three weights, tabular figures, and light that falls from one corner. Values from the identity system we rebuilt around their logo.Ledgerly, a made-up finance tool: warm paper, one blue, a serif display face and soft 14 px corners.DIXI, our real brand: ink and white do most of the work, DIXI Blue for accents, Geist for everything, pill buttons.
Logo, color and type
Ledgerly
AaLato 400 · 700 · 900 Tabular figures by defaultDisplay: Georgia Text: GeistDisplay and text: Geist SIL Open Font License
Homepage hero
hcm.comledgerly.comdixi.agency
LedgerlyServicesProductWorkSay-on-PayPricingPricingTalk to an advisorBook a demoBook a call
Executive and board compensationFinance ops for SaaSWeb design agency for B2B SaaS and Shopify brands
Pay decisions your shareholders can follow.Close the month in a day, not a week.More demos and orders from the traffic you have.
Independent benchmarks, Say-on-Pay reports and voting checks for boards and compensation committees.Reconciliation, revenue schedules and audit trails in one ledger.Senior design and development for B2B SaaS startups and D2C brands.
Book a briefingBook a demoBook a discovery callSee the platform →Pricing →See the work →
Product: app header, card and button
Velmora Holding AG ▾Acme Finance ▾dixi.agency ▾Say-on-PayOverviewOverviewExecutive BoardLedgerAnalyticsBoard of DirectorsReportsFilesExport report+ New entryBook a call
Say-on-Pay support · last AGMCash reconciled · this monthUnique visitors · 7 days91.4%$1.24M1,284+3.1 pts98% matched+12.4%vs prior yearautovs last week
Voting checks · peer group of 14ExceptionsRecent leadsCEO variable pay vs peer medianStripe payout splitDemo request, Series A SaaSAboveReviewNewLTIP disclosure vs guidelineUnmatched invoice 1042Teardown requestBelowMatchBooked
Social post, 1:1
HCM International · InsightsLedgerly · Month-endNew on the DIXI blog
Say-on-Pay season, in one chart.Month-end, minus the spreadsheets.B2B SaaS conversion benchmarks, 2026
Ledgerlyhcm.com@ledgerly@ignatdesigner
Report, invoice or email
Ledgerly
Say-on-Pay report 2025Invoice LG-1042The DIXI Letter
Velmora Holding AG · Peer group: Swiss Industrials (14)Growth plan · 3 entities · NovemberAbout once a month: what moves demos and orders.
Prepared forTotalThis monthAGM 15.04.2026$940.00Homepage testsDownload PDFView receiptRead it
The names never change, only the values. That is why the site, the product and the reports switch together.
HCM International is a DIXI client: the logo, colors, type and data colors come from the identity system we rebuilt around their logo; the screens use sample data, not client data. Ledgerly is a sample brand made up for this page. DIXI is our real brand, with values from our design system v1.1 (30 Oct 2026) and copy from dixi.agency.
Want your own brand in this switcher? Book a call and we’ll show your current logo on these surfaces.
What’s included
What’s included in a DIXI brand identity system?
Every identity we design ships as a working system: a positioning one-pager and messaging, a logo suite, color, type, iconography and motion rules, guidelines as a PDF and a live brand portal, and design tokens in CSS and JSON that your developers can use on day one. Then we apply it to the surfaces that sell: your homepage, product UI and pitch deck.
Brand refresh
For teams with a known name and traction whose look lags the company.
A social kit of four templates and the link-preview image
DIXI brand book v1.0 (27 Oct 2026) and design system v1.1 (30 Oct 2026). Your project gets the same formats; the number of components and templates depends on scope.
How much does a brand identity cost with DIXI?
A brand refresh starts at $6k, a full brand identity system with naming at $12k, and a brand with the website designed and built in it at $20k. The final price depends on how much positioning work is needed and how many surfaces the brand must cover, and it is fixed in the written plan after a 25-minute call.
Our brand portfolio is small and real. For HCM International we refreshed the identity alongside the platform and website. For Spartan, a US men’s health brand, we rebuilt the wordmark, palette and packaging, then the Shopify store: gross sales grew 30% in the 30 days after the relaunch. Our own brand runs on the system we’d build for you.
in three tiers, 27 components and 90 icons behind dixi.agency and our client portal, light and dark checked for WCAG 2.2 AA. Built the way we would build yours.
From a heavy condensed wordmark to a wide italic one with a notched A: more movement, and more distinctive at small sizes, on a cap or in an ad. Same name, same dark look customers already knew.
BeforeAfter
“They don’t just create graphics; they build brand identities with genuine substance and purpose.”
Verified client review on Clutch · branding and logo project, March–May 2025
We show four identities because these are the ones we can show in full. Client results are the work of each client’s whole team.
AI startups
How do you brand an AI startup so it doesn’t look like every other AI company?
Start from what your product does for a named buyer, not from the technology. Many AI brands share the same gradients, sparkles and neural-network imagery, so they blur together. We test every direction at the sizes where buyers meet you: a 16-pixel favicon, a LinkedIn avatar, a product empty state and a deck cover, and keep only assets that read as yours.
Name the outcome“Answers your team can sign off on” beats “AI-powered” in every test. The identity follows the claim.
One asset beyond colorA shape, a cut, a letterform. Ipsos and JKR found color alone was truly distinctive in only 4% of cases.
Show the product earlyReal UI in the hero and the deck does more for trust than abstract 3D. The brand frames it.
Test at 16 px and in one colorIf the mark disappears in a browser tab or a greyscale fax of your deck, buyers won’t remember it.
BrandView
Browser tab, 16 px
Q3 board deckSparkle AI · InboxHCM International · InboxLedgerly · InboxDIXI · InboxPipeline
Nav logo, 24 px high
Sparkle AILedgerly
App icon, 64 and 32 px
Avatar in a feed, 40 px
Sparkle AIHCM InternationalLedgerlyDIXI
Fails on ownershipThe sparkle still reads at 16 px, but in one color it is the same four-point star many AI products already use. Take the gradient away and nothing says whose it is.
Passes, with a short versionThe full lockup has three lines and a group line that blur below about 64 px. Small sizes use the HCM letters alone, gold on graphite: they still read at 16 px and in one color.
Passes, with a size-specific faviconThree ledger lines merge at 16 px, so the favicon drops to two thicker ones. Size-specific versions are part of the system, not an afterthought.
Passes on shapeThe dark tile and the four-loop silhouette carry the favicon; the brand book sets the symbol’s minimum at 20 px and the app icon’s at 32 px for exactly this reason.
Sparkle AI and Ledgerly are made-up sample brands; HCM International is a DIXI client. DIXI’s minimum sizes come from our brand book v1.0 (27 Oct 2026): wordmark 64 px, symbol 20 px, app icon 32 px; below that, a separate favicon file.
For Spartan we designed the brand, the packaging for every product and the Shopify store as one system. That work has its own page, with the store side in detail, and a guide on how to relaunch a DTC brand.
How does a brand identity project run, week by week?
Five stages, with a review every week directly with Ignat, the founder of DIXI. We start with interviews and an audit of your site, deck and competitors, agree a positioning, explore two or three directions on real screens, refine one into a full system, then hand over files, guidelines, tokens and a live portal. The timeline for your scope is confirmed after the first call.
01
Discover
Interviews with the founders and two or three customers; an audit of your site, deck, product and five competitors.
You review: what we heard, and what to keep
02
Position
One positioning one-pager and a messaging hierarchy: who it’s for, what it replaces, why it wins.
You get: positioning and the homepage message
03
Explore
Two or three directions, each shown on your real homepage, a product screen, a deck cover and a favicon, not on mood boards.
You get: directions on real screens
04
Systemize
One direction becomes a system: logo suite, color, type, icons, imagery and motion, at every size, light and dark.
You get: tokens, a Figma library, a guidelines draft
05
Hand over and apply
Files, the guidelines PDF and a live brand portal, tokens tested in a live page; then the site, product and deck in the new brand.
You get: everything, in formats your team uses
Plan before contractA written plan with a fixed scope and price after the first call. No commitment to get it.
Real screens, not boardsEvery direction is shown on your homepage, product and deck before you choose.
Tested before handoffTokens run in a live page, light and dark, before your developers get them.
The files are yoursLogo files, guidelines and tokens belong to you. Handover details.
Fit
Is DIXI the right brand partner for you?
We fit best when the brand has to work on a website and inside a product, not only on a business card: SaaS, AI and fintech teams from Seed to Series B, with the product live or about to launch. If you need a logo alone, a new name cleared across many markets, or a brand architecture for ten sub-brands, others are a better fit.
A good fit
Seed to Series B SaaS, AI or fintech; DTC brands via our Shopify page
The product is live or launching soon
The brand has to work on the site, in the product and in the deck
One decision-maker joins a weekly review
You want the website or product built in the new brand too
Better elsewhere
A logo on its own, or a mark for a side project
Legal trademark clearance across many markets
Brand architecture for ten or more sub-brands
Retail-shelf packaging at CPG scale
Ad campaign production
People
Who will design your brand?
I’m Ignat. I lead every brand project myself and sit in every weekly review. You work with me and a senior team of seven: designers, developers, an SEO specialist and QA, so the brand, the website and the product are designed and built by the same people.
It turns what makes your product different into a system people recognize: positioning and messaging, a logo, color, type, imagery and motion, and guidelines your team can follow. At DIXI the same team then applies it to your website, product UI and deck as tokens and components. More above.
How much does a brand identity cost?
At DIXI a brand refresh starts at $6k, a brand identity system, naming included, at $12k, and a brand plus the website designed and built in it at $20k. The price is fixed in the written plan after a 25-minute call; market ranges and what changes the price are on our pricing page.
How long does a brand identity project take?
A refresh takes 3–4 weeks, a brand identity system 5–8 weeks (naming adds about two weeks at the start), and a brand with the website 8–12 weeks. For Spartan, the brand, the packaging and the Shopify store took up to 9 weeks, because one team worked on all three at once. Your weeks are confirmed in the written plan.
Do we need a refresh or a full rebrand?
Refresh when people know your name and the product works, but the look no longer fits the company you’ve become. Rebrand when the name, the category or the buyer changes. Most Seed to Series B teams need a refresh or their first real identity, not a new name.
Can you also design our website and product in the new brand?
Yes, and that is the point of working with one team. The brand ships as tokens and components, so your website, product UI and deck use the same values from day one. HCM’s platform, reports and hcm.com were done this way.
What files do we get at the end?
A logo pack in SVG, PNG and PDF, color and type specs, guidelines as a PDF and a live brand portal, design tokens in CSS and JSON, a Figma library and templates for decks and social posts. The table under “What’s included” lists formats and who uses each.
Do you design logos on their own?
No. The smallest scope is a brand refresh, because a logo without rules for color, type and use breaks the first time someone makes a new asset. If you only need a mark for a side project, a freelancer is a better fit.
Do you do naming and trademark checks?
Yes. Naming is part of the brand identity system when you need a new company or product name: a naming brief, a long list across a few directions, then a shortlist checked against your market, domains and social handles, with a first trademark search. Final legal clearance stays with a trademark lawyer before you commit.
Will a rebrand confuse our existing customers?
Not if you keep what they already know and launch everything on one day. For Spartan we kept the name and the dark look, rebuilt the rest, and relaunched the packaging and the store together. Tell customers what changed and why, in the product and by email.
How do you brand an AI startup so it doesn’t look generic?
Start from what the product does for a named buyer, then build one ownable asset beyond color and test it at the sizes where buyers meet you: a 16 px favicon, an avatar, a deck cover. Try the small-size test on this page, and see design for AI startups.
Send us your homepage and deck.We’ll show you where the brand breaks.
Book a 25-minute call with Ignat. You get a written plan with a fixed scope and price. Ignat replies within one business day.
By Ignat, founder of DIXI · Updated 
