Brand Identity • Ebook Design • Podcast Artwork • Marketing Email Logo
Delivering Value
Client
Contact
Industry
Location
Year Completed
Affiliation
Some Brands Can Wait. This One Couldn't.
When Andrew Capland left 15 years in B2B SaaS to launch Delivering Value, he didn’t have the luxury of “figuring out the brand later.” He was stepping into a crowded coaching market — SaaS, growth leadership, solopreneur services — where credibility is everything and first impressions move fast. The brand had to work from day one.
Leaving Corporate Is a Brand Problem as Much as a Business Problem
Going independent is a specific kind of pressure. You’ve spent 15 years building authority inside companies — HubSpot, Wistia, Postscript — and the second you go solo, all of that institutional weight disappears from the surface. You’re not “Head of Growth at Postscript” anymore. You’re just a name on a website.
Andrew knew this. He’d coached growth leaders, advised product-led SaaS teams, and built a reputation inside one of the fastest-growing industries in tech. What he needed was a brand that could carry that credibility forward — visually, immediately, and without explanation.
That’s where Studiolit came in.
Andrew brought one strong personal direction into the project: he wanted the brand to reflect who he actually is, not just what he does. He’s someone who builds furniture in his workshop and decompresses in the outdoors. That mattered. He’d almost named the business Black Walnut. Or Growth Rings. Both were a nod to woodworking — grounded, tactile, more practitioner than platform. That instinct informed everything. The brand needed that same quality: specific enough to feel like a real person, polished enough to earn the room. The visual system needed to carry a grounded, tactile quality — something that felt like a practitioner, not a keynote speaker. Earthy without being rustic. Credible without being corporate.
A Brand Identity Built for Someone Who Knows What Good Looks Like
Working with Andrew meant working with someone who understood positioning, audience psychology, and the difference between design that looks nice and design that does a job. That’s not a harder client. That’s a better client. He came in with clear thinking about his audience — Directors, Heads, and VPs of Growth navigating high-stakes career moments — and what he needed was a visual system that matched the depth of that thinking.
The brand identity work covered the full system: logo, color palette, typography, and the visual language that would carry across every touchpoint of the business. Clean, credible, and specific enough that you’d never mistake Delivering Value for a generic “growth guru” brand.
The Work
What Happens When the Brand Is Ready Before the Business Officially Launches
Andrew launched Delivering Value in June 2021. Four years later, the business has grown into one of the more recognized coaching practices in the SaaS growth space. He’s coached 90+ Directors, Heads, and VPs of Growth at companies ranging from $1M to $400M ARR. His work has been featured by OpenView, HubSpot, Mixpanel, and the Product-Led Growth Collective. His LinkedIn following has grown to over 22,000 — built almost entirely on the credibility of his thinking and the consistency of his presence.
None of that happens without a brand that could hold the weight of it.
When you go independent in a space like SaaS coaching, the brand isn’t a nice-to-have. It’s the first thing potential clients see before they decide whether to book the intro call. The visual system Studiolit built gave Andrew a foundation that worked from day one — and scaled with him as the business grew.
“Steph is a super talented designer and a breeze to work with. She does awesome work and pushes my brand’s design forward with each project. Can’t say enough great things about working with her!”
Andrew Capland
Want results like this?
More Work
READY TO BUILD A BRAND THAT DOES THE REAL WORK?
I take on a limited number of projects at a time so every client gets my full attention. If you're ready to stop blending in, let's talk.