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The worlds

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Seven layers

Built in order.

Lore comes first. Every layer after it is written inside the rules of your category.

See all seven
Comes firstFeeds Every layer

Layer 1 of 7

Lore: Who are you, who are you for, and who are you against?

Who are you, who are you for, and who are you against?

The brief, the positioning and the name, written down so the whole team works from the same story.

1Lore2Law3Language4Map5Ground6Artifacts7Machinery

Lore, in ten seconds

Illustration, not a client
what we believewho we servehow we soundwho we stand againstwhy nowwhat we promisewhat we never say Worlds built inside the rules. Worlds built inside the rules.
  1. It starts with what you already know, in pieces.
  2. We turn it into one line the whole team can repeat.
  3. Then a name and a mark to carry it.

Without it

Every later decision gets argued from scratch, and the brand drifts toward whoever touched it last.

What we make

  • The brief
  • A positioning line and a we-are-not line
  • Name and naming checks
  • The origin story
  • The codex: the rules every other layer follows

What we check it against

  • Trademark and social handle availability
  • Promises in the story that the business can actually keep
  • The words your regulator will later hold you to

From the worlds

  • Restoration MedicalBranding, naming and positioning for five service lines under one name, with brand guidelines the team follows.
  • Black Lotus CoffeeThe name, the lotus mark and brand guidelines for a brand that bridges Vietnamese culture and wellness, built from day one on the founding team.
  • Castleblack SpiritsRebuilt from a pirate theme that did not land at home into a heritage brand, with a new crest, narrative and brand guidelines.
  • Toronto BeautyThe logo and identity, positioning and network standards, and real and AI-generated nurse portraits held to one look.
  • Lorelyns Gourmet DessertsA logo and identity refresh, the founder story and the positioning.
  • Rum Raiders RingThe name, the ring mark and the lore behind it: The Ring Is Calling.
  • Lisa Dang Immigration LawThe logo, branding, positioning and founder story, with brand guidelines.
  • Wellfit Social ClubA graffiti wall concept turned into the brand system and logo, with positioning and guidelines written for future franchise locations.
  • Art ColouringThe name and mark, the book templates, and the themed series and their stories, such as Kawaii Saurs.

How it connects

  • Reads fromNothing. Lore comes first.
  • FeedsEvery layer

Ask yourself

Can everyone on your team say who you serve, and who you stand against, in one sentence?

Score all seven layers in two minutes

Every world starts
with a Verdict.

Fixed fee from $3,500 CAD. Scored report in 5 business days. Fee credited to your Build within 60 days.

Book the free call Score your world first

You’ll speak with Sergio, not a salesperson.