460Degrees has a new business model to bring the best technology minds from around the world to help solve the web of technological challenges major organisations are faced with.
We unlocked the inherent truth of the organisation that they are a true challenger brand that genuinely believes in unlocking the potential of people to work together to create a better future for all.
Musubi developed a whole new brand solution that leapfrogs industry standards as well as their global competitors. We designed a unique brand language across graphics, hidden codes, imagery, UI, events, staff performance (Expert Journey), culture, social media, motion graphics, and built environments that would work across all branches of the brand experience ecosystem.
We gave voice to the brand’s unique point of view on the future of business and steered the expression away from puffery, outdated, cluttered messages and clichés.
It is a complete and wholistic solution that guides 460Degrees and to give their promises and services real meaning and performance. It is self-assured enough to be uncomplicated. It is. Strong and simple. A look and feel that lacks embellishment, because it simply doesn’t need it.
Musubi built their new brand expression around a deeply powerful Brand Definition - Breakthrough Wisdom.
Motion that moves.
Motion graphics that work together seamlessly across all communication platforms. They combined 460Degrees’ expertise with their knowledge of their client’s business.
Our solution defined and connected every aspect of their brand experience.
We delivered:
Brand Strategy
Brand Positioning
Marketing Strategy
Sales Team Training
Social Media Strategy and Management
Environmental Design (linked to codes)
Motion Graphics (linked to codes)
Culture Book Copywriting and Design
Brand Book Copywriting and Design
T-Shirt Design
Merchandise Design
Business Card Design (linked to codes)
Street Art Poster Design
Major Event Design
Corporate and Sales Presentation Design Templates
Branded Gifs
Photography (linked to codes)
Code Treasure Hunt Design and Strategy
Brochure and Collateral Design
B2B Growth Challenge: Solving Brand-Culture Disconnect to Reclaim Lost Revenue
Situation: In my experience working with mid-market B2B technology and professional services firms, I frequently encounter what I call the "Stalled Growth Cycle." A specific client, 460Degrees (a high-performance tech expert firm), was operating in a commoditized market where traditional consulting models were failing to attract top-tier global talent or differentiate for enterprise clients. Like many B2B firms, they faced a "revenue leak" (often 20–50% of potential ARR) because their internal culture didn't align with their external brand promise.
Task: The goal was to move the firm from a "me-too" service provider to a category-leading "Challenger Brand." We needed to unlock inherent organizational truths to drive both talent acquisition (the engine of B2B growth) and pipeline velocity by simplifying complex, cluttered messaging that was stalling sales cycles.
Action:
The "Whole of Organisation" Audit: I implemented the Musubi Brand Roadmap, conducting a deep diagnosis of the human and business ecosystem. We moved beyond "marketing" to define a Central Organising Idea: "Breakthrough Wisdom."
Operationalizing the Brand (The Expert Journey): We didn't just design a logo; we designed the "Expert Journey", a staff performance and culture system. This ensured that every B2B touchpoint, from the first sales call to technical delivery, was a coherent expression of the brand.
Minimalist Strategic Narrative: We stripped away industry jargon and "puffery." We developed a unique brand language across UI, built environments, and social media that spoke directly to the "Aha! Moment" of solving complex tech webs.
Wa (Harmony) Integration: Using the Japanese concept of Wa, I unified the leadership team around a single scorecard, ensuring that marketing spend was no longer fragmented but aligned with financial and cultural KPIs.
Results:
Market Leadership: The firm successfully "leapfrogged" both local and global competitors, establishing a unique market position that made them a primary choice for major organizations.
Operational Efficiency: By aligning brand and culture, we reduced "brand drift," which significantly lowered the cost of client acquisition and improved internal productivity.
Commercial Growth: The transformation turned the brand into a "strategic advantage" rather than a creative preference. This resulted in a measurable increase in brand trust and a more resilient pipeline that was no longer dependent on reactive marketing spikes.
Scalability: The framework provided the "muscle memory" for the organization to manage its reputation and growth responsibly and for the long term.