CLIENT
Caret
SERVICES
Strategy
Positioning
Creative Direction
Brand Identity
Website Design
Caret is the world’s first outbound revenue generation system, helping clients get qualified meetings with ideal customers across 98% of the internet. As a brand new business, they needed a full visual identity and website to match their bold, tech-driven model. The challenge? Build a brand that felt fresh, confident, and easy to understand, without blending into the sea of generic lead-gen startups.
We built Caret’s brand from the ground up, including brand strategy, logo design, typography, color palette, brand marks, presentation templates, and a fully responsive website. The logo mark draws inspiration from the caret character (^)—a subtle nod to growth and direction—paired with a custom wordmark that feels bold and modern.
To hint at their name (and the idea of “dangling the carrot”), we introduced orange and green as accent colors, keeping the core palette grounded in deep gray and off-white to maintain a tech-forward, professional feel. The design leans into a dark, minimalist aesthetic with line-based illustrations and extended, blocky type that reinforces clarity and confidence.
The result is a brand that cuts through the noise—sleek, strategic, and intentionally different from typical lead-gen brands. Using our one-concept method, the Caret team signed off with minimal revisions and were thrilled with the final direction.
