--- title: Building a Brand for the AI Economy | Kitto description: See how Kitto built a precision-led brand for Oscar Faye, an AI and engineering search firm, with a credible identity from discovery to full guidelines. --- [![Kitto Logo](https://www.wearekitto.com/hubfs/Kitto_theme_2026/Images/Kitto%20Logo.svg "Kitto Logo")](https://kitto.uk?hsLang=en) - [Home](https://www.wearekitto.com) - [What We Do](https://www.wearekitto.com/about) - Content Hub - [Articles](https://www.wearekitto.com/articles) - [Webinars](https://www.wearekitto.com/podcast/tag/webinars) - [Podcasts](https://www.wearekitto.com/podcast) - [Case Studies](https://www.wearekitto.com/case-studies) - [Join Us](https://www.wearekitto.com/join-us) [Let’s chat](https://www.wearekitto.com/contact?hsLang=en) [Let’s chat](https://www.wearekitto.com/contact?hsLang=en) ![Oscar Faye_Dark](https://www.wearekitto.com/hubfs/Kitto_theme_2026/Images/Oscar%20Faye_Dark.svg) Oscar Faye is a specialist retained and embedded search firm for the top percentile of AI and engineering talent. Play × When Oscar Faye came to us, they weren’t looking for a brand in the cosmetic sense. They needed one that reflected how they actually operate: a specialist search firm working with hedge funds, trading firms and AI-led businesses where hiring is business-critical. The challenge wasn’t standing out. It was belonging. We started with deep discovery alongside founder Oliver, then built positioning rooted in credibility, precision and trust. From there we developed a restrained, engineered visual identity and a full set of brand guidelines designed to signal that Oscar Faye belongs. Year 2026 Services Brand Strategy, Visual Identity, Brand Guidelines (confirm against standard service labels) Outcome 1 ###### A brand that signals credibility Instead of chasing attention, the identity is built on precision and discipline, so Oscar Faye reads as a peer to the clients it serves. Outcome 2 ###### An identity engineered, not decorated Every shape stems from the logo’s geometric system, derived from circles and a shared mathematical language. Nothing is decorative; each element earns its place and scales cleanly across every touchpoint. Outcome 3 ###### A system built to last Deep blues, charcoals and refined neutrals establish longevity and trust, deliberately avoiding the neon and gimmicks common to tech branding. ### The Why, The What and The How Oscar Faye didn't need novelty. Senior leaders in AI and financial services respond to signals of credibility: precision, discipline, seriousness and long-term thinking. They needed a brand that felt embedded in that world, like one of their own clients rather than a vendor selling into it. So every decision had to reinforce trust rather than simply attract attention, and that became our brief. ### We Went Straight to Work We began with a deep discovery call with founder Oliver, unpacking his background, the firm's operating model and the markets they serve. His experience scaling Selby Jennings past 1,500 people shaped a clear filter: anything that didn't reinforce trust was cut. From locked positioning, we explored three creative directions, each presented on a full brand board. Oscar Faye selected the modern, geometric route: a disciplined black-and-white system with a metallic blue accent, documented in full guidelines. ### What's Next? Oliver Cooke, Oscar Faye's Founder & CEO, on the result: > Lots of good compliments on the name, branding and website so thanks again for that. The final Oscar Faye brand is quietly confident, precision-led and human without softness. It doesn't shout or over-explain. It simply looks like it belongs, which is exactly the point. In talent-scarce, high-stakes markets, branding isn't about standing out visually. It's about signalling alignment with the world your audience lives in. Oscar Faye's identity is engineered to do exactly that. ![Hero Image](https://www.wearekitto.com/hs-fs/hubfs/Kitto_theme_2026/Images/Hero%20Image.webp?width=2000&height=500&name=Hero%20Image.webp) Play × ![Oscar Faye Brand Guidelines](https://www.wearekitto.com/hs-fs/hubfs/Oscar%20Faye%20Brand%20Guidelines%20v1.315.jpg?width=2000&height=1125&name=Oscar%20Faye%20Brand%20Guidelines%20v1.315.jpg) ![Oscar Faye Brand Guidelines](https://www.wearekitto.com/hs-fs/hubfs/Oscar%20Faye%20Brand%20Guidelines%20v1.316.jpg?width=2000&height=1125&name=Oscar%20Faye%20Brand%20Guidelines%20v1.316.jpg) ![Oscar Faye Brand Guidelines](https://www.wearekitto.com/hs-fs/hubfs/Oscar%20Faye%20Brand%20Guidelines%20v1.318.jpg?width=2000&height=1125&name=Oscar%20Faye%20Brand%20Guidelines%20v1.318.jpg) ![Oscar Faye Brand Guidelines v1.34](https://www.wearekitto.com/hs-fs/hubfs/Oscar%20Faye%20Brand%20Guidelines%20v1.34.jpg?width=2000&height=1125&name=Oscar%20Faye%20Brand%20Guidelines%20v1.34.jpg) ![Oscar Faye Brand Guidelines v1.35](https://www.wearekitto.com/hs-fs/hubfs/Oscar%20Faye%20Brand%20Guidelines%20v1.35.jpg?width=2000&height=1125&name=Oscar%20Faye%20Brand%20Guidelines%20v1.35.jpg) ![Oscar Faye Brand Guidelines](https://www.wearekitto.com/hs-fs/hubfs/Oscar%20Faye%20Brand%20Guidelines%20v1.37.jpg?width=2000&height=1125&name=Oscar%20Faye%20Brand%20Guidelines%20v1.37.jpg) ###### Up next ## More Work ![QXi (1)](https://www.wearekitto.com/hubfs/Kitto_theme_2026/Images/QXi%20(1).svg) QXi Group is a leading group in the tech recruitment space, housing three specialist branch: Montash, Remobi & Trillion [View](https://www.wearekitto.com/qxi?hsLang=en) ![auxo 2](https://www.wearekitto.com/hs-fs/hubfs/auxo%202.png?width=100&height=24&name=auxo%202.png) Auxo is a global workforce solutions and recruitment group focused on STEMx industries, bringing specialist businesses together under one unified brand. 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[View](https://www.wearekitto.com/oscar-faye) ![Screenshot 2026-07-03 at 16.15.01](https://www.wearekitto.com/hs-fs/hubfs/Screenshot%202026-07-03%20at%2016.15.01.png?width=1070&height=1070&name=Screenshot%202026-07-03%20at%2016.15.01.png) ##### Testimonial ##### Ford Garrard | CEO | Auxo > "We've got some exciting projects that are going through now, and I couldn't think of a better partner to help us execute those. They're part of us, irrespective of them being an external organisation. Would I recommend Kitto? 100%." ![Dale Swords](https://www.wearekitto.com/hs-fs/hubfs/Dale.jpeg?width=400&height=400&name=Dale.jpeg) ##### Testimonial ##### Dale Swords | Co-Founder & CCO | Understanding Recruitment Group > "The biggest difference has been the peace of mind. I know things are moving forward in the background, even when I don't see it. Every hour has impact. That's what great partnership looks like."   ![Dave Farmer](https://www.wearekitto.com/hs-fs/hubfs/Dave%20Farmer.jpeg?width=400&height=400&name=Dave%20Farmer.jpeg) ##### Testimonial ##### Dave Farmer | CEO | Harnham > "They have experts within every area that we can turn to. Rather than having people in-house that we're having to train, they have a bench of specialists to manage all the various elements of marketing." ![Lewis Martin](https://www.wearekitto.com/hs-fs/hubfs/Lewis%20Martin.jpeg?width=400&height=400&name=Lewis%20Martin.jpeg) ##### Testimonial ##### Lewis Martin | Co-Founder | Element Six > "Back in my previous company, I was incredibly fortunate to work closely with him and his team, A/B testing new ways to build a brand and community... We led a marketing and content-first approach to everything, which changed the landscape for me and was then rolled out across the company..." ![Screenshot 2026-07-03 at 16.32.49](https://www.wearekitto.com/hs-fs/hubfs/Screenshot%202026-07-03%20at%2016.32.49.png?width=202&height=200&name=Screenshot%202026-07-03%20at%2016.32.49.png) ##### Testimonial ##### Will Astbury | VP of Growth | Sourceflow > "Working with Kitto has been massive for us. I can turn the dials and utilise different skill sets as and when I need them: videography, design, copywriting, social. Last year we had three record-breaking quarters back to back." - [Services](https://www.wearekitto.com/about) - [Contact](https://www.wearekitto.com/contact) - [Privacy](https://www.wearekitto.com/privacy-policy) - [info@kitto.uk](mailto:info@kitto.uk) - Unit 7, 30-38 Dock Street, Leeds LS10 1JF -