Maya had the skills to run a studio, but her brand was tied to her name and sat on a templated site. We repositioned her HubSpot practice as Gem, a studio for the structural work most marketers skip, and cut six services down to two: Foundations and Systems. The mark carries the same idea, two halves of a gem forming the client at the centre, while a calm palette of deep inks and soft periwinkle, a refined serif and a plain, jargon-free voice keep it quiet in a loud category.