Tech and SaaS branding agency

HOW+HOW is a SaaS and tech branding agency. We help software companies explain what they do, then build identity systems that work everywhere the product does, from a 16px favicon to a full marketing site.

Our work has helped SauceLabs grow revenue 34% in a year, Big Cartel increase purchase conversions by 142%, and Orb prepare for a $335M acquisition by Adyen just five months after its rebrand.

Clarity beats cleverness. Software buyers give you seconds to explain what you do. We sharpen positioning and messaging until your homepage headline does the work of a sales call.

Brand and product have to match. Your interface is where customers spend the most time with your brand. Hotjar’s rebrand covered the identity, the website and the product itself.

Technical audiences notice everything. For SauceLabs we built a brand from developer culture, with code-syntax highlights and a palette taken from the traffic-light system of software testing. Authenticity earns trust with technical buyers.

Your website is your best salesperson. We design and build marketing sites that explain the product clearly, convert visitors into trials and demos, and let your marketing team launch pages without waiting on developers.

We cover the whole journey with one team: brand strategy and positioning, verbal and visual identity, and website design and development. There are no handovers between agencies, so the thinking behind the brand survives all the way to launch.

A full identity project, from strategy to finished brand guidelines, typically takes 10–12 weeks. A new website usually adds 8–16 weeks, and we often run the two in parallel so everything launches together. We scope every SaaS project individually and agree a fixed fee after a short discovery call.