Dreamers. Makers. Troublemakers.

Heraldist & Wondermarks is the world's leading expert in "PERCEPTION ENGINEERING" - the unique brand-building methodology designed to help founders turn their tech startups into unicorns.

The San Francisco-based agency works with Uber, Airbnb, Bitdefender, Plum Lending, Appnomic, Tetrate and more

The Silicon Valley team of perception engineering specialists is led by Julie Tyler, Saji Kumar, Adrian Docea, Alice Fischer, and a team of 25 multi-award-winning global experts in innovation, strategy, and communication, with more than 250 years of cumulated experience; plus an old dog 🐕slightly younger than that.



"Build it and they will come"

...they say. And then you spend resources building it. And they don't. Only 0,01% of all the tech startups become unicorns.


"#1 reason why startups fail? Lack of product-market fit"

It's hard to get the go-to-market strategy right.

Only 1% build brands that users really notice.


If you're not in the 1%, your brand needs "Perception Engineering".

Drop us an email at [email protected] and we'll be happy to tell you more about "Perception Engineering" and can you apply our tools on your startup.

$150 - $199 / hr
10 - 49
Show all +
San Francisco, CA
  • 100 Pine Street, Suite 1250
    San Francisco, CA 94111
    United States
other locations


Key clients: 

Uber.com, Airbnb.com, Bitdefender.com, PlumLending.com, Appnomic.com, Tetrate.io, Endava.com, Revolut.com, Cognizant.com, Forbes.com, Aegon.com, Untold.com, KPMG.com

Alphablock | Brand creation Image

Alphablock | Brand creation

Alphablock, Toronto-based investment management solutions for pension funds, family offices, and hedge funds

AI For | Presentation Video

Aifor.com is the fashion industry's visual similarity monitor.

Plum Lending San Francisco | Direct Marketing Image

Plum Lending San Francisco | Direct Marketing

Plum Lending helps owners buy, refinance and make better investment decisions

Romandy, Switzerland | Creative Campaign Image

Romandy, Switzerland | Creative Campaign

Romandy is the French-speaking region of Switzerland. We have created the brand of Romandy and the first tourist campaign.

Cincinnati | Branding Over-The-Rhine Image

Cincinnati | Branding Over-The-Rhine

Over-The-Rhine is one of the largest, most intact urban historic districts in the United States.

Beelicious | Corporate Identity Design Image

Beelicious | Corporate Identity Design

Beelicious is an organic, honey & sweets brand.

Sebastian Hann | Brand Identity Design Image

Sebastian Hann | Brand Identity Design

Sebastian Hann is a European luxury brand, with a remarcable heritage.

Phynd Me | Product Design Image

Phynd Me | Product Design

Phynd Me, the hi-tech GPS pebble that keeps track of the people you love.


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Complete Rebranding & Design for Enterprise Software

“The project management was impeccable, and I was happy with the speed of the project.”

Willing to refer: 
The Project
Dec. 2019 - Jan. 2020
Project summary: 

Heraldist & Wondermarks handled branding and design services for a software company. Implementing their perception engineering methodology, they rebranded the partner's identity, logo, website, and tagline.

The Reviewer
201-500 Employees
Cupertino, California
Cuneyt Buyukbezci
Chief Marketing Officer, Appnomic
The Review
Feedback summary: 

The results have received overwhelming praise and were delivered in a quick turnaround. What's more, the partner feels that the new brand truly reflects their identity. Heraldist & Wondermarks' methodology is effective and creative. Their team is thorough and accommodating in making scope changes.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.


Introduce your business and what you do there.

I’m the chief marketing officer of Appnomic. We’re a software company targeting the IT operations market.


What challenge were you trying to address with Heraldist & Wondermarks San Francisco?

We needed help with rebranding and design services. Our team has a high-end product but our branding didn’t reflect that. Essentially, we needed an agency to get us on the map. We’re a small company with big ambitions and a product that’s highly differentiated.


What was the scope of their involvement?

Heraldist & Wondermarks handled our branding efforts. First, I provided the positioning and value proposition. From that moment onward, we did a workshop and exercise with their team of writers, designers, and strategists. They revamped our entire brand including the brand name, field name, and value proposition.

In addition to that, they completely revamped our website, its design, the visuals, communication material, videos, and more. Heraldist & Wondermarks did the whole package of assets. They came up with five brand options encompassing name, logo, and tagline combinations for the brand story.

The five options were on a spectrum ranging from a highly conceptual B2C type of brand to more conservative ones. We had those five options to test within the market and ultimately selected one. Heraldist & Wondermarks also created customer-facing decks for us. I had multiple levels of decks. They reworked and simplified them because the messaging was off.

I’m continuing to work with them for the second phase of the project. Right now, we’re in the planning stage of turning this engagement into a continuation. Next, we’ll be doing demand generation.

What is the team composition?

There were 10–12 people working on our project. Some of them were on-and-off but we always had a project manager.

How did you come to work with Heraldist & Wondermarks San Francisco?

I explored multiple agencies. However, Heraldist & Wondermarks impressed me from our first discussion. A thirty-minute meeting turned into a two-hour discussion. They had a very unique approach to the branding exercise, called perception engineering.

Their methodology is that at the end of the day, people are people; whether they’re engineers or whatever. People have emotions as well as logic and everything combines together when they approach a brand.

Heraldist & Wondermarks said they’re highly human-centric and that a brand should reflect that and also be appealing. Brand identity has to be very personable and create emotions as well. Perception Engineering is a very different approach, but I realized it was an opportunity to differentiate our product.

What is the status of this engagement?

We worked together from December 2019–January 2020.


What evidence can you share that demonstrates the impact of the engagement?

The outcome was phenomenal. The time it took Heraldist & Wondermarks to complete everything was extremely impressive; it only took one-and-a-half months. I’ve never seen such speed.

I created a feedback group of 20 individuals encompassing a customer advisory board, company board of advisors, and our executives. This is where the five branding options played a very key role. I took the five options to the group of 20 people and asked for their first and second choices. The brand that was ultimately selected was one of everybody’s two choices about 80% of the time. Overall, everyone was very impressed with the work. The feedback from the group was exceptional.

We receive amazing feedback from customers. The new brand is incomparable. People understand what we do and the message resonates very well. Our brand now properly reflects our product’s core value proposition. People like it a lot because it connects very well with the overall story.

How did Heraldist & Wondermarks San Francisco perform from a project management standpoint?

The project management was impeccable, and I was happy with the speed of the project. Heraldist & Wondermarks is very effective and accommodating. They were thorough in providing multiple iterations. For the video, I asked them to do something and then changed my mind in the process. This was because we eliminated multiple things and reworded the text. Heraldist & Wondermarks accommodated all the extra stuff and delivered a very nice video.

What did you find most impressive about them?

They have a lot of specialists and that’s something that’s really unique. Heraldist & Wondermarks has quite a few people who used to work for the B2C, fast-moving consumer goods (FMCG), and publishing industries.

On the customer side, their specialists have really been working in a professional capacity. They have a great understanding of selling to consumers; that’s reflected in what they’ve been doing. Heraldist & Wondermarks brought me from a B2B-tech-thinking mindset and created a brand that’s very consumer-like but not too consumer-focused.

Are there any areas they could improve?

I can’t highlight any needs for improvement. If they had someone in our time zone, that could be helpful, but it hasn’t made much of an impact.

Do you have any advice for potential customers?

Leave a little room to listen to what they offer and put on the table. It may look unorthodox or unusual but don’t resist their creative juices. Be ready to work with a company where the majority of the team is in Europe.

Overall Score
  • 5.0 Scheduling
    It’s impeccable.
  • 5.0 Cost
    Value / within estimates
    The return on investment is very high.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
    I have companies reaching out to me who want to work with them.