PBM™ — Persistent Brand Memory

a new way of doing brand

Not static decks. Not endless rebriefs. A living Brand Brain that plugs into your stack and keeps your story sharp as you scale.

Human creative + AI from day zero. Install PBM™ so every deck, ad, email, and post ships fast and stays on-voice.

We’ve flipped the script on how world class brands are built: Human creativity + AI infrastructure from day zero. We codify your voice, guide identity, and install PBM™ (Persistent Brand Memory) so the work ships fast and stays consistent.

This is branding for founders who move fast and don’t want their vision lost in translation.

Book a call now

No pitch. No fluff. Just the straight talk on your brand and whether it’s ready to scale with AI.

OUR 3 STEP BRAND GROwth process

HOW IT WORKS

Lock the story → install PBM™ (Brand Brain)

→ Launch real work that stays on-brand at scale.

i

    • With AI in the room from the first call we work with you and audit your total brand landscape capturing every input, capable of analysing every angle. Empowering you.

    • A complete brand strategy that becomes the foundation and guard rails for your unique PBM and for all brand creative.

Story
Audit and refine

ii

    • Switch on PBM™ (Persistent Brand Memory)—your Brand Brain that grows with you.

    • PBM brand brain live plugged into your Stack - Google Docs, Hubspot, Notion, Chatbot etc - your AI brand collaborator trained in your Brand and Voice, loaded and ready to work.

    • 30-day PBM support

System
Codify & Install PBM™

iii

  • What we do depends on what your brand requires. Are you at;

    • Ignition (New or pre-launch)?
      Build a Minimum Viable Brand Identity and ship real assets fast.

    • Growth (Scaling what works)?
      Tighten the story, refresh identity essentials, and roll PBM™ across channels.

    • Reinvention (Rebrand / new angle)?
      Reset the north star, rename/tagline if needed, rebuild identity + system.

  • (agreed within scope) could include;

    • Identity logo/wordmark, fonts, colours, layout basics, image style and a go-to-market kit with your new brand applied across business cards, letterheads, presentation templates, and social media assets.

    • Other elements could include custom GPT’s, packaging, websites, lifestyle & product photography, brand films & explainer videos, animation & motion design.

Launch
Make it Real & Scale

What Lelliott brings
Clarity Under Pressure

WHAT IS PBM™?

Facts about Lelliott and PBM™(Persistent Brand Memory)

    • Three decades in the trenches—strategy, creative direction, and co-founder roles—building disruptive brands that cut through. I’ve made the calls under pressure and know what holds in the wild.

    • Artist’s eye first, structure second. We compose the line, then turn it into simple rules so anyone on your team (and your AI) can stay on-voice without guesswork.

    • Human judgment leads; AI accelerates. We work with AI in the room from day one, then PBM™ makes the results repeatable.

    • You work with me for a season. I embed with founders, the board, and your team—where decisions happen, not from the sidelines. My role is to work alongside you on your brand to realise the results you need.

    • I’m not just strategy, advice, or PBM training. When needed, I write, edit, art-direct, and jump into the tools—decks, heroes, social kits, shoots, and more—so momentum stays real.

    • 4–6 weeks, light founder load, decisive checkpoints. We bias to shipping tangible work over presenting theatre.

    • When I step out, your team owns the voice, playbook, and creative network. No retainer treadmill—just capability that sticks.

What PBM™ is
Your Brand Brain

    • PBM™ captures what we decided and why—so you stop re-arguing the same choices and your story stays stable as you scale.

    • Pre-flight checks flag off-voice copy and off-brand visuals before they ship—fewer rewrites, faster approvals.

    • Approved blocks, tone patterns, and prompts help teams (and AI) draft ads, posts, emails, briefs and creative output on brand.

    • Practical rules plus dev-ready tokens (type, colour, spacing, components) keep product and marketing aligned.

    • PBM™ plugs into your tools (Docs/Notion/Slack/HubSpot) and remembers the brand journey—decisions, launches, pivots, wins, and misses. It can become a searchable archive of every inflection point and a thinking partner for what’s next: pull past examples in seconds, spot patterns, and pressure-test future moves. Tools can and will change; the memory persists. It can grow with roles, permissions, and an audit trail, the system scales safely as the brand scales fast.

    • PBM + AI accelerates creative without losing brand voice: weeks drops to days, and days to hours. Every generator and template references your agreed pillars and voice, so drafts start on-brand and closer to done—fewer rewrites, faster approvals, more shipping.

    • Captures new decisions that can be easily applied them across channels

What PBM™ isn’t
A PDF Graveyard

    • No endless retainers. We build with you, install the system, and hand it over.

    • PBM isn’t a robot running your brand. Humans set the brand, define and refine; AI assists within guardrails.

    • This isn’t a guideline PDF that gathers dust—it’s a living workspace your team uses daily.

    • Not (Canva/Figma/Adobe, template packs, guideline PDFs, DAMs, AI copy toys, CMS/CRM, or an agency retainer), PBM is a new way to build brand: a Brand Brain that installs guardrails and memory into your systems.

    • PBM complements your CMS/CRM.

    • Identity matters, but PBM enforces the whole system: story, voice, visuals, and decision memory.

    • PBM helps your AI evolve with every creative, capturing decisions and outcomes to tighten rules and grow with your brand. When you need a hard pivot, it can support a 180° change at speed.

Work that led to PBM™

Australian, category-defining brands.

Roles: strategy, creative direction and co-founder.

PBM™ is how this craft now scales.

SEE THE WORK

“Lelliott is a strong entrepreneur and remarkable creative, who has a rare ability to find sparks forging new brands and products that resonate.”

— Andy Fallshaw / Co-Founder Bellroy

meet lelliott

"I’ve been the strategist, the creative director, and sometimes the co-founder; the work has taught me that great brands aren’t decorated—they’re composed. Clarity, contrast, restraint, tension—those same instincts drive my art and the systems I build. I’m Melbourne-based, founder-friendly, and happiest in the room with founders and senior teams, doing the work that turns a messy whiteboard into a brand breakthrough you can defend."

My career bridges fine art and commercial innovation-desert immersions, subcultures across continents, and global brand-building-bringing a fine-art eye refined over three decades of painting, photographing, and crafting campaigns that connect instinct to real-world impact.

Al has joined the room. I'm interested in staying in conversation with brands as they move, grow, and mature-using new tools without losing the human hand.

From that practice I built PBM™ (Persistent Brand Memory): a brand brain that captures decisions, holds the voice, and keeps outputs - Human and AI - on-voice from day one. We make the brand together, human taste leading, Al supporting-and PBM remembers so you don't have to.

“Lelliott has always had an artist’s eye for brand, but PBM™ changes the game. Persistent Brand Memory isn’t another framework — it’s a living brand system that keeps the founder’s intent sharp and the execution fast. It’s the kind of tool I wish I’d had on the table earlier.”

— Seth Watts, Co-Founder CampaignAgent

“Lelliott turned his founder’s vision into a market-ready breakthrough: comfortable, all-day, single-layer Dyneema® protective denim. His clarity, passion, and open communication made collaboration easy and helped SAINT achieve outsized traction quickly.”

— Giovanni Henssen, DSM Dyneema

FAQ

    • Persistent Brand Memory™ is your Brand Brain: a living workspace that stores decisions, voice rules, and examples; flags drift; and helps teams (and AI) ship on-voice outputs fast.

    • I work inside the loop with the founder, then install a system your team owns. No retainers, no theatre—just story, rules, and tools you keep.

    • A focused 4–6 weeks. We run short, decisive sessions; I do the heavy lifting between.

    • Identity v1.0, approved messaging (50/150/300), a deck master, social/hero assets, brand tokens, and PBM™ live in your stack—with a 90-day plan.

    • Yes. PBM sits beside what you use (Docs/Notion/Slack/HubSpot etc.). If tools change, the memory persists.

    • No. We can tighten the story and install PBM around your current identity—or run a full reset if that’s the move.

    • Great. PBM gives them guardrails, examples, and on-voice generators. Output gets faster; rewrites drop.

    • Human creative leads; AI accelerates. We codify your taste into rules and prompts so AI drafts start on-voice instead of generic.

    • You do. Files, tokens, PBM workspace, prompts, and rules are transferred to your org at handover.

    • PBM is always learning. New decisions update rules and examples quickly—so you can pivot without losing consistency.

    • Yes—short sprint with quick screens. Legal/trademark checks are handled by your counsel.

    • Project-based, scoped after a 30-minute Project Scope. Think senior hands-on leadership for a few intense weeks, not a long retainer.

    • Book a Call. Bring your ideas, problems or even one asset that hurts (deck, homepage, post). You’ll get my read: what’s clear, what’s drifting, and one fix you can apply now.

VIBE CODING FOR YOUR BRAND

If you're still here, you're curious. Let's spend 30 minutes on Zoom to pressure-test.

Disruptive Brand Strategy. AI Powered. Founder Focused.

Book a call now

30 minutes. If it's not a fit, we'll know.