Redefining rules with Claudia: branding for impact, not applause.

Welcome to a peek behind the scenes with Claudia, the creative powerhouse leading RocketX's brand team. Claudia isn't your typical branding professional — she's on a mission to shake up the industry by prioritising predictability and scalability over flashy designs.

Claudia isn't (only) here to win awards for the most breathtaking designs; she's here to make sure your brand actually works for you. As a creative raised in the private equity industry, she was taught early on that beautiful creations should somehow be bankable. She's tired of seeing beautiful branding go to waste because it's not practical. At RocketX, she’s flipping the script. It's not just about looking good; it's about driving results.

Yes, yet another agency claiming to be data-driven..

And while we’re writing this, we can almost hear the furious clacking of keyboards from the sceptics and meme-makers out there. Yet another company claiming to be different, data-driven, and results-based, right? “While everyone claims to be data-driven, almost no one actually is - especially in the field of branding.”

Building brands on a solid foundation

“So, let’s make it concrete. We believe building a brand is not just about creating something visually appealing; it's about ensuring it's rooted in a solid understanding of Your Market, Competitors, and Audience – what I like to call the YMCA, (not the song..).” Your brand should follow from your market positioning and go-to-market strategy, not the other way around.”

So before we start creating anything - we nail down each of these aspects. 

“You base your positioning on this foundation”, Claudia continues. “It's about finding that sweet spot in the market – the unique position that sets you apart from your competitors while meeting the needs of your audience. And to determine this positioning, you have to rely on data-driven decisions. For example, your Ideal Customer Profile is based on aligning crucial internal data such as win rate,  average deal size and customer lifetime value, with external data, such as market potential. So, no gut feeling involved there.”

“We're all about putting plans into action because without implementation, a strategy is just a dream.”

Practical branding

“Besides data-driven, we’re all about practical implementations. Nothing more frustrating than creating a beautiful brandbook for a client - that stays on the shelf. You can create amazing brands, but if they're not practically applicable within an organisation, it’s just a waste of effort. That’s why with us, creating a brandbook is not a goal in itself. We believe in building scalable brands that are practical and actually…convert. For us, true success is measured by how well the brand is embraced and applied, long after its delivery. When, months or even years later, you see the client still utilising and evolving the brand we've crafted, that's when you can truly say it was a success.”

“A brandbook is not a goal in itself”

“That's why we are big fans of tools like Framer – allowing for agile adjustments without code. After all, why spend a year developing a website only to realise it doesn't convert? It's all about testing and iterating to ensure effectiveness.”

“And, of course, before all talented designers in my team will lynch me, we thrive on creating visually stunning designs and constantly pushing creative boundaries”, Claudia adds with a wink.