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STARTING POINTHerd is a new brand-building agency, born out of a successful collaboration between Elizaveta Proselkova, the founder & CEO of EP Advisory, and Alina Veselaya, a brand strategist working across industries.

Together, we bring a mix of complementary skills to every project – brand and business, strategy and operations, methodology and network. Both willing to work with ambitious founders, we are on the quest of redefining a traditional agency model.

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DESTINATION

Understanding the pressures of starting a business, we wanted to create a new approach to fit the startup world – timely, accessible in price, and with minimum barriers for entry. We needed to not only think about startups as our target audience but also think like a startup ourselves, but what would that be like?

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Research

After asking our entrepreneurial network about their biggest challenge of growing the business, we’ve received a lot of answers, ranging across operational, team, marketing, managerial and personal problems. How do I achieve the very balance of firing my excitement for innovation and finding the patience to attend to daily business? How do I grow my revenue without losing what I already have? How do I scale my team maintaining the spirit of a startup?

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Naming

Inspired by the insights from our research, personal entrepreneurial experience, and desire to do something different, we created a story around the idea of animal migration: they get together in herds to successfully move from a starting point to the destination. Reflecting on the experience of a founder that can be incredibly lonely, especially when on their own, and presenting an external sounding board for them to be heard.

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Framework

Having written our manifesto encapsulating the most pressing questions of founders and key principles of our work with them, we created our central idea: Travel Far Once He(a)rd. Our language as well as our visual identity followed the idea of a business as an adventure that can be hard but is definitely worth the journey.

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Approach

At the centre lies the principle of ‘no commitment’ from the client. A new pricing model includes service packages that start from as short as one week and extend for as long as the client truly needs it. Giving a possibility to upgrade each package, we do not only remove the known barriers of selling strategy but also create a replicable offering for portfolio startups of VCs, venture builders and accelerators. We minimise our costs by engaging our trusted network of experts and curating teams for every client's needs and budget.

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We’re now testing our approach with potential clients, partners and network. Being a startup for startups, we understand how important it is to constantly be in beta yet have the inner strength to grow your core idea further.

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Project deliverables
Launch
/Package for this project
  • Positioning map
  • Brand concept development & testing
  • Strategic framework, incl. positioning, purpose, proposition, personality, values
  • Customer profiling
  • Value proposition
  • Verbal identity: tagline, brand story, manifesto
  • Visual identity: logo, colours, typeface, application
  • Brand guidelines
  • Website wireframing, design and content writing
  • Add-ons:
  • Business model & pricing
  • Market launch
  • Partner pitch deck
  • Social media plan
  • Illustrations
Project team
  • Elizaveta Proselkova Team & business
  • Alina Veselaya Strategy & words
  • Diana Identity & illustrations
  • Maxim Web design
  • Andrey Web development