Simplicity Group's work has reached more than half the countries in the world, but a strong track record isn't the same as a brand that sells it. 

Since 2020, the firm has advised over 250 projects across four continents, helping clients raise more than $310M and build over $2.5B in market cap. But the brand still spoke to the businesses Simplicity served in the past - speculative crypto projects - not the one it was moving into: Series A Web3 and AI businesses. In under two months, LKI rebuilt the narrative, the brand system, and the website around a single commercial goal: making the homepage sell the firm's GTM services. 

Read the full case study: https://lkiconsulting.io/case-studies/simplicity-global 

The insight came from the founders. Before writing a word of strategy, LKI interviewed both founders, Daniel Malinovski and Alex Fatuliaj, around three questions: 

• Why revenue had stagnated despite the track record

• What was stopping the firm charging more for the same work

• Where the client base needed to go next. 

A pattern emerged. Across the advisory space, the firms winning higher fees and more inbound weren't doing stronger work - they were presenting their results more aggressively and leading with credibility earlier in the funnel. 

Developing the positioning to filter for an ideal client. LKI developed a narrative to position founders as operators with results, not pioneers. The tone of voice was locked as formal, restrained, and instructional. The firm's own data point - that 90 to 95 percent of seed-funded projects never reach Series A - became the emotional core of the mission statement rather than a footnote.

An identity built to stay institutional. LKI produced a full brand guidelines system covering logo, color, typography, pattern, illustration, and imagery, plus a YouTube thumbnail template system for the firm's lecture series. The design stays institutional rather than decorative: the signal green is held to 10-40% of any screen, and typography follows a predictable hierarchy. 

LKI Branding Team also decided to remove the cornerstone of Simplicity’s past visual identity - the globe. What once stood for Simplicity's ambition to go global now served no purpose as the team’s work spanned half the world’s countries on every continent.

A website engineered to convert. LKI wrote and designed three pages - Homepage, About, and Accelerator. GTM was moved ahead of Tokenomics as the primary service, the founders were made visible with full bios and credibility markers, and case studies were pulled higher up the page to support faster decisions. The Accelerator page was rebuilt around explicit qualification criteria, so it filters for the right applicant instead of inviting everyone in.

The result is a brand that finally matches the caliber of client Simplicity set out to attract - and a homepage built to sell the work, not just describe it.

See more before-after visuals: https://lkiconsulting.io/case-studies/simplicity-global