Where Startups Are Designed, Not Discovered: Inside Jung von Matt’s Creative Engine for Founders Part 1

written by Jakob Cassebaum

edited by Carlotta Cardinale

July 14, 2025

In conversation with Jakub Cassebaum, Design Lead and Creative Director at Jung Von Matt START, an agency that helps early-stage startups shape their identity, craft powerful stories, and launch with impact.

1. How do you build a brand identity when the product isn't live yet, and what do you creatively anchor it to: the vision, the audience, or something else entirely?

One word I keep coming back to is "holistic." And time and again, it proves to be the right approach. At Jung von Matt START, we look at the brand as a whole.

That means building the brand strategy by closely examining the competition, the product's USPs, and the overall ambition behind it. From there, we craft a Brand Story, the narrative that defines what the product does, where its conflict lies, and most importantly, what problem it solves. Only then do we move into creative execution, whether it's the brand identity, a film, a digital campaign, or a PR idea that captures attention. But above all, every step must build on the last. Seamlessly. Holistically.

2. When the founder's identity and the brand's identity aren't fully aligned yet, how do you manage that creatively and strategically?

This is a good question because it highlights a fundamental conflict we often see in the startup world, one that rarely exists in corporations. In large organizations, the company's vision typically takes precedence. Founders, on the other hand, often see themselves as inseparable from the brand. But this alignment can be risky. A good example is Elon Musk:

once he took a clear political stance, Tesla's sales suffered globally. That's why we believe a brand should be able to stand on its own, independent of any one personality.There are agencies that specialize in personal brands, especially in the influencer space, but that's not what we do at JvM START. We focus on long-term, sustainable brand building. That can lead to friction in meetings with founders, especially when they're emotionally tied to the brand. But that's just part of our job.

3. How do you extract a clear brand vision from a founder who mostly has ambition, energy, and vague ideas, and what's your role in moments of doubt or creative uncertainty?

Strong personalities can be challenging, but they also offer the most potential. That's why we always begin with a "What's your problem?" workshop. It's a deliberate choice of words: we want to set the tone early that we're here to identify and solve the real issue, and to name it as such.This format allows us to go deep, both into the person and the product. Instead of being handed a pre-written briefing, we create it ourselves, based on what we uncover together with the client. More often than not, we discover that the actual challenges lie somewhere other than originally assumed. This process gives us a much stronger foundation. We're not just responding to what a founder thinks the problem is — we're building our work based on what's needed.

4. What's one thing early-stage founders constantly obsess over that doesn't really matter, and one thing they often ignore that actually makes a big difference?

Founders are passionate, and that's admirable. They want to get everything right. But often, they're not the only ones working on a similar idea. That's why moving fast is essential. Speed doesn't mean compromising on quality. In fact, it's often the opposite. By launching something before it's "perfect," you create space to iterate, gather real feedback from your customer base, and improve with every version. This principle holds true not just for digital products, but even for physical ones. Stop trying to perfect it behind closed doors. Launch it. Test it. Improveit. That's how better products get built, faster.

5. What's something you find yourself regularly unteaching founders about branding, especially when they're new to the startup world?

At Jung von Matt START, we believe in the power of the story — the story of the brand, the product, and ultimately, the feeling we want to evoke in the consumer. A compelling brand story isn't told by pushing sales; it's built through a clear, consistent, and meaningful brand experience.

This often places us in the middle of the ongoing tension between brand and performance marketing. We understand the challenge — building a brand is a long-term investment, while sales are a short-term need. And not every founder has the time or capital to wait.That's why we emphasize a holistic approach. By helping founders zoom out and see the bigger picture, we build more than just transactions — we build connections. Because in the end, the brands that move us aren't the ones trying to sell us something quickly, but the ones that tell a story.

6. What's a subtle visual or tone-of-voice decision you've made for a startup that changed how people perceived the brand, even if no one noticed it directly?

We've worked with clients across a range of industries, but one standout this year was a beauty brand where a small strategic shift made a big impact. The brand has always

championed clean, organic products and pure formulas without unnecessary additives. On paper, this space is saturated. But in a social media–driven world where beauty trends come and go, brands need a sharper edge to stand out.Our solution was simple but powerful: we added a claim to the logo — "Thank yourself later." This line reframes the consumer's mindset. Instead of chasing instant results or invasive procedures, it promotes a healthier, long-term approach to beauty. It positions the brand as a partner in self-care and encourages users to choose what's good for them — that their future selves will appreciate. A small line, but one that unlocks a much bigger narrative.

7. What's something you've learned about building trust through design, like how to make someone believe in a startup in just five seconds?

Trust is one of the most important factors in building a successful brand, but it goes far beyond just design. How we perceive brands is shaped by much more than what we see. It's how a brand communicates, behaves, and responds. While we like to think of ourselves as rational consumers who make decisions based on product quality, the truth is we're often guided by emotion, especially in those crucial first few seconds of interaction.

That's why trust must be built across every touchpoint. One not-so-surprising, effective way to create that emotional connection is through humor. A brand that can be witty or self-aware is more likely to be liked and remembered. Just like with people, a good sense of humor makes a brand feel more relatable and human, which helps it stand out in a crowded market.

8. What's a recurring visual mistake or overused trend (in color, tone, or design) that makes early-stage startups look instantly amateur or forgettable?

AI has made a lot of things look the same. Especially now, with tools that can generate entire brand visuals, websites, and communication assets from a single prompt. The issue is: AI learns from what it's fed. It replicates what already exists, pulling from trends it finds online. That's why we often see pastel tones for beauty brands or blue-cyan palettes for tech companies being used over and over again. These results are fast and functional, but they rarely stand out and often end up feeling forgettable.

So while I believe AI can tell stories, it still struggles to evoke real emotion. But that's just how I feel today.

Ask me again next year.