Building Bold Brands: How a Branding Agency for Startups Helps Founders Create Iconic Identities

At Designworks, we thrive on bold ideas and breakthrough thinking. Disruption is our natural habitat—and there’s no better space to practice it than in the startup world, where visionaries are turning big dreams into even bigger possibilities.

But how does a great idea become a brand that people connect with, believe in, and remember? We sat down with Tyler Starrine, Associate Director of Strategy at our LA studio, to find out. A veteran strategist with an unconventional path into design, Tyler brings a unique lens to the world of branding. She’s built her career at the intersection of marketing, storytelling, and strategy—partnering closely with clients to create powerful brand identities that scale.

You have a background in digital marketing—what first sparked your interest in branding and digital strategy?

Tyler: “Honestly, I stumbled into it. Branding wasn’t something I set out to do, but once I was in, I was hooked. What’s kept me here is the power brands have to shape how we see the world—and how we see ourselves in it.

Think of campaigns like Dove’s Real Beauty. When that launched, it was a radical shift. Instead of selling a product, they challenged a broken narrative in the beauty industry and invited people to see themselves differently. Twenty years later, that ripple effect is still felt. That’s not just marketing—that’s cultural impact.

Or take Apple’s Shot on iPhone campaign. It didn’t just showcase a product feature—it handed the stage to everyday creators and made artistry accessible. That’s the kind of storytelling that gives brands staying power. When a brand taps into purpose and emotion, it becomes more than a product—it becomes a force in the culture. That’s what keeps me doing this work.”

There’s a common misconception that branding is just a logo and color palette. As a branding agency for startups, how do you and the team here at Designworks actually build a brand?

Tyler: “We start way upstream. Before we touch visuals, we dig into the why, what, and who. Why does this brand need to exist? What value does it offer the world? And who is it for?

That clarity of purpose is everything—it’s what drives differentiation. Once we define that foundation, we translate it into a brand expression: visuals, voice, and even how the product itself behaves.

I always encourage founders to reflect on their own experiences with brands. Which ones stick with you? Why? Was it their values? The feeling they gave you? That emotional connection—that’s what turns users into loyal advocates. And the strongest brands? They earn trust over time, so even as their products evolve, the relationship stays solid.”

When a startup approaches Designworks, what does that process look like from strategy to launch? How is it different from working with established brands?

Tyler: “Working with startups is thrilling. There’s no legacy to inherit—you’re building something completely new. The energy is fresh, the thinking is fearless, and you have this rare opportunity to shape a narrative from day one.

But that freedom comes with pressure. Startups are placing a real bet on their brand—it’s not just an exercise in design, it’s a business-critical investment. There’s no safety net, no room for wasted moves. That’s why our work as a Branding Agency for Startups is grounded in deep responsibility. We bring decades of knowledge—lessons learned from working with global brands—and apply it to companies who may be building their first.

And while larger companies can afford to experiment, startups need every decision to count. It’s our job to help them get it right the first time—and to build something that can grow with them.”

How does Designworks help startups craft compelling brand narratives? How does our BMW heritage inform our approach?

Tyler: “What sets us apart is how we blend strategic thinking with multidisciplinary design. Our strategy team focuses on the human side—who the user is, what they need, and what they believe. At the same time, our industrial, UX, and automotive designers focus on how that brand shows up in the real world.

Our BMW background gives us an edge, especially in the premium space. We understand what it means to create an emotional connection through design. Yes, BMW is known for engineering, but it’s the feeling of driving a BMW—the sense of precision, performance, and identity—that keeps people loyal.

We bring that same approach to every brand we build.
Startups that partner with Designworks aren’t just hiring a branding agency—they’re teaming up with true disruptors. We’re comfortable moving fast, thinking big, and delivering future-forward ideas. That’s why we’re such a natural fit for companies looking to break boundaries.”

Can you share an example of a startup that came to Designworks and created something bold and memorable?

Tyler: “Dreamstar is a perfect example. They came to us with a great business concept: premium overnight rail between LA and San Francisco. But they needed a brand to match the ambition.

The process was incredibly collaborative—we worked closely with founders Joshua and Thomas to define what Dreamstar could stand for, not just what it could do. We drew from our deep knowledge in mobility and premium consumers to position Dreamstar as something restorative, elevated, and different from the status quo. Then we brought that positioning to life visually, blending innovation with sophistication.

It’s been amazing to watch that brand come to life. It’s more than just a travel service—it’s a statement about how we deserve to move through the world.”

Great brands evolve. How do you future-proof a startup brand while still keeping it flexible and responsive?

Tyler: “There’s no formula—but the golden rule is this: build from a place of purpose.

Take BMW. “The Ultimate Driving Machine” used to be all about power and performance. But as tech evolved, so did the meaning. Now, it includes the digital experience—the way the driver connects with the vehicle. But because the core idea was always about the driver, the brand stayed relevant. That’s what future-proofing looks like.

Some elements, like a logo, should be designed to endure. Others—like campaigns or activations—should evolve. The trick is knowing what to protect, and what to let breathe.

That’s where we come in. As a branding agency for startups, we help brands strike that balance. Because when you get it right, your brand can grow with your business—and still feel unmistakably you.”

Having worked with so many startups, what advice would you give to founders trying to build a standout brand?

Tyler: “Start by listening. Your current users, your future users—there’s so much insight in what people are saying (and not saying).

Early in my career, I was part of a digital marketing startup. Our biggest growth came not from perfect planning, but from listening, pivoting, and learning in real-time. We had a vision, but we stayed flexible.

That’s my biggest advice: stay humble, stay curious, and stay true. Not every opinion is a strategy—but ignoring feedback is just as dangerous. The magic is in that middle ground: where data meets intuition, and where your vision meets your users’ reality.”

Words by Tyler Starrine, Associate Director, Strategy

During her 15-year career, Tyler has led creative initiatives for the most sought-after brands in the world, including Apple, Google and Netflix. Her ability to surface insights and transform these into meaningful brand experiences has also afforded her the opportunity to partner with some of the brightest minds in the business, working in close collaboration with industry leaders at Sonos, The North Face and Nike.

Tyler joined the BMW Designworks team in 2018 with a desire to leverage her consulting expertise to impact the ways in which people move through the world. Through her successful leadership of design programs spanning automotive, aviation and public transportation, she has amassed a robust understanding of the challenges and opportunities across the mobility sector. Today she leverages this unique expertise to help brands like BMW design experiences that will propel us towards a better future.

Interview by Heidi Tse, Visual Communications Intern, Designworks LA

Heidi is a student at New York University, studying Integrated Design and Media. She brings a hybrid background in engineering and creative storytelling to support strategic communication efforts at Designworks.