FOR THE MARKETING LEADER HOLDING IT ALL TOGETHER
Brand strategy and creative for AI startups and scaleups
BRAND MARKETING AND CREATIVE SERVICES
Your positioning isn't quite right. Design is inconsistent. And there's no "agency budget." That's ok, you can still Do Less.
PACKAGES
Flexible ways to work together
Hi. I'm Mara Lubell. I've been the creative engine behind some of the most technically complex brands in voice AI, helping them find the clarity and identity to match their ambition. I started Do Less because growth-stage tech companies need senior brand and creative thinking at the exact moment it's hardest to justify a full-time hire. I bring both sides of that equation so your brand can do more of the heavy lifting, and you can do less.
Drop me a line. I'm looking forward to speaking with you.
FAQ
Do I need a brand strategist, a creative director, or both?
Brand strategy defines what you say and why; creative direction determines how it looks and feels. When handled separately, things get lost in translation between the thinking and the making. The most efficient path for a growth-stage company is usually someone who can hold both from a single point of view — which is exactly where Do Less sits.
What brand work should a startup prioritize?
Positioning and messaging first, always. If you can't clearly articulate what you do, who it's for, and why it matters, no amount of design will fix that. Once the message is solid, a visual identity that can scale across your website, pitch materials, and marketing channels is the next priority. A brand system ties it all together — giving your team the tools to execute consistently as you grow.
When is the right time to invest in brand strategy for a startup?
The sweet spot is usually around Series A — when you're moving from proving the concept to scaling the company, and the way you present yourself to customers, recruits, and investors starts to matter a lot more. If your messaging feels like it's holding back your growth, that's the signal.
Do I need a full agency for brand strategy?
Not necessarily. Agencies make sense when you have the budget, the bandwidth to manage the relationship, and enough internal clarity to brief them well. For most Series A–C companies, that's a lot to ask. A senior independent consultant can do the same strategic and creative work with less overhead, faster turnaround, and more direct involvement in your actual business — not just the deliverables.
How much does brand strategy work cost for a startup?
It varies significantly depending on scope. A focused messaging engagement might run in the low five figures. A full brand system — positioning, visual identity, guidelines — typically runs higher. Ongoing fractional engagements are usually structured as a monthly retainer scoped to hours and involvement. The better question is what it costs not to have it: inconsistent messaging and an underdeveloped brand are expensive in ways that don't always show up on a balance sheet.
Should I rebrand before our next funding round?
It depends on how far off the message is from where the company is. Investors invest in the business, not a logo — but a brand that sounds confusing or without a concise differentiator can undermine the value. A targeted refresh of your positioning, messaging, and visual identity before a raise is often worth it. A full rebrand mid-fundraise rarely is.