Stop Starting From zero

You've built something meaningful. But every time your team creates content—proposals, emails, social posts, presentations—they're reinventing your brand voice. Checking with you. Getting it slightly wrong. Creating drift.

The problem isn't your people. It's that your brand exists in your head, not in a system your team can use.

Brand Strategy That Scales

I work with founders to codify what makes their brand distinct—the vision, values, narrative, tone, visual language—and turn it into a living system your team can actually use.

Not a PDF that sits in a folder. A working brand brain that gives your people clarity, fluency, and speed.

What We Build Together:

Sessions 1-3: Brand foundations including vision, narrative pillars, visual identity and voice.

Session 4: System build. Your brand codified as Persistent Brand Memory (PBM™). Installed in the tools your team already uses (ChatGPT, Canva, your CRM etc). Training on how to use it daily

The Outcome:

Your team generates content in your voice—without you as bottleneck. Every touchpoint stays sharp and on-brand. The story you've built finally cuts through consistently.

Worth a 15-minute conversation? michael@lelliott.com.au / (+61) 0402 797 030

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.

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 15 minutes on the phone to pressure-test.

Brand Supercharged. AI Powered. Founder Focused.

Worth a 15-minute conversation? michael@lelliott.com.au / (+61) 0402 797 030