We cut the brand platform phase entirely. That was the right call.

Blue Rocket are Seattle-based innovation consultants who build and incubate their own digital products alongside their client work. Oxley – a tool helping senior finance professionals manage approvals – started as something they built for their own engagements, and was being pushed forward into an invite-only beta.

It needed a distinct, ownable identity to establish a position, and enough surface to put in front of real users. What it did not need was a full brand programme for a product that might not exist in a year.

So we removed one.