We’re built tounstick brands.
Brand, product, creative, team, launch. Whatever’s not working. We figure out why. Then we make it work.
Get unstuck
Areas of practice.
Brand Identity Design
Premium, dynamic identities built from customer insights and real-world behaviors, translated into a highly usable system your team can execute across every channel. Distinct. Desirable. Built to perform.

Fractional Leadership
An experienced partner who sets the standard, builds a clean process, and gives decisive direction so work gets approved and shipped. Clear calls. Higher quality. Faster velocity without the overhead of a full-time hire.
Tony Calvis Jr.
Brand, Nextiva
Marketing Design
Go-to-market creative that’s as impactful in-market as it is on-brand, designed with performance in mind. Clear story. Perfect pixels. Measurable lift.

Product Design
Digital products designed around real human behavior, clear business goals, and a distinct brand point of view. Intuitive to use. Designed to be loved.

Coaching & Mentorship
Clarity, direction, and momentum when it matters most. Individual, team, and project-based coaching built to drive decisions and deliver outcomes.
Tarini Shrikhande
Managing Director, GEICO Strategy Lead
Our DNA.
Creative built
on business.
Grael is premium design that can read your P&L. Go-to-market strategy built on perfect pixels. Outcome-oriented execution enabled by expert coaching.
Accountable,
not absent.
We’re not order-takers, we’re challengers. If the ask makes sense, we’ll fall in line. If we think we can make it better, we’ll raise a hand and hold up the line to get it there.
Good.
Fast.
Grael is a premium partner for your big ideas. That doesn’t mean bloated process and throwaway deliverables. It means focus, efficiency, and healthy budgets.
Select case studies.
Mayena
Crushing theglow up.
view case study
b2c
health/fitness
identity

Brand Identity Design
B2C
Health & Fitness
Lingo
A system builtfor story.
view case study
b2b
saas
web

Brand Identity Design
B2C
Health & Fitness
Nextiva
Rightingthe ship.
view case study
b2b
Enterprise
Fractional

Brand Identity Design
B2C
Health & Fitness
The Starters
Becoming
brilliant.
Coming Soon
b2b
Saas
identity

Brand Identity Design
B2C
Health & Fitness
How we work.
People before personas.
We care about tension, desire, taste, behavior, and the magic behind why people do what they do. The work gets sharper when you start with who people are, not how they’re categorized.

Beauty with a backbone.
We care deeply about craft, but we don’t make decisions on taste alone. Every choice has to hold up creatively and commercially, because brand work that ignores the business is usually just expensive self-expression.

The network effect.
We’re based in Los Angeles, but our bench is global. We pull in the right specialists from New York, Chicago, Atlanta, Oz, the EU, and beyond to build teams around the work, not force the work around a fixed team.

Principal-ed.
Scores of brands. Dozens of industries. Decades spent seeing what works, what doesn’t, and what gets in the way. From Madison Ave. to Wall St., agency to in-house, IC to VP. Principal and Founder Shiloh Gray leads every engagement, pulling in trusted specialists when the problem calls for it.
book intro call
Connect

Working theories.
The Starters
Honest
Darkness
Coming Soon

Brand Identity Design
B2C
Health & Fitness
“The Creatives
are too Precious."
read Article

Brand Identity Design
B2C
Health & Fitness
Fast Company
B2B branding is boring, but it doesn’t have to be
read Article

Brand Identity Design
B2C
Health & Fitness
Truth-sussing:the Importance of perception in driving performance
read Article

Brand Identity Design
B2C
Health & Fitness
The Drum
3 lessons Liquid Death’s killer marketing can teach B2B brands
read Article

Brand Identity Design
B2C
Health & Fitness
Let’s Talk
Aaron Esmailian
CMO, birddogs
Edward Boatman
CEO, Lingo
Michael Sezar
Founder, Mayena
Tony Calvis Jr.
fka Head of Brand, Nextiva

Olyvia Ruhlmann
fka Head of Brand, Local Kitchens
©2026
We’re built tounstick brands.
Brand, product, creative, team, launch. Whatever’s not working. We figure out why. Then we make it work.
Get unstuck
Areas of practice.
Brand Identity Design
Premium, dynamic identities built from customer insights and real-world behaviors, translated into a highly usable system your team can execute across every channel. Distinct. Desirable. Built to perform.

Tony Calvis Jr.
Brand, Nextiva
Fractional Leadership
An experienced partner who sets the standard, builds a clean process, and gives decisive direction so work gets approved and shipped. Clear calls. Higher quality. Faster velocity without the overhead of a full-time hire.
Marketing Design
Go-to-market creative that’s as impactful in-market as it is on-brand, designed with performance in mind. Clear story. Perfect pixels. Measurable lift.


Product Design
Digital products designed around real human behavior, clear business goals, and a distinct brand point of view. Intuitive to use. Designed to be loved.
Coaching & Mentorship
Clarity, direction, and momentum when it matters most. Individual, team, and project-based coaching built to drive decisions and deliver outcomes.
Tarini Shrikhande
Managing Director, GEICO Strategy Lead
Our DNA.
Creative built
on business.
Grael is premium design that can read your P&L. Go-to-market strategy built on perfect pixels. Outcome-oriented execution enabled by expert coaching.
Accountable,
not absent.
We’re not order-takers, we’re challengers. If the ask makes sense, we’ll fall in line. If we think we can make it better, we’ll raise a hand and hold up the line to get it there.
Good.
Fast.
Grael is a premium partner for your big ideas. That doesn’t mean bloated process and throwaway deliverables. It means focus, efficiency, and healthy budgets.
Select case studies.
Mayena
Crushing theglow up.
view case study
b2c
health/fitness
identity

Brand Identity Design
B2C
Health & Fitness
Lingo
A system builtfor story.
view case study
b2b
saas
web

Brand Identity Design
B2C
Health & Fitness
Nextiva
Rightingthe ship.
view case study
b2b
Enterprise
Fractional

Brand Identity Design
B2C
Health & Fitness
The Starters
Becoming
brilliant.
Coming Soon
b2b
Saas
identity

Brand Identity Design
B2C
Health & Fitness
How we work.
People before personas.
We care about tension, desire, taste, behavior, and the magic behind why people do what they do. The work gets sharper when you start with who people are, not how they’re categorized.


Beauty with a backbone.
We care deeply about craft, but we don’t make decisions on taste alone. Every choice has to hold up creatively and commercially, because brand work that ignores the business is usually just expensive self-expression.
The network effect.
We’re based in Los Angeles, but our bench is global. We pull in the right specialists from New York, Chicago, Atlanta, Oz, the EU, and beyond to build teams around the work, not force the work around a fixed team.


Principal-ed.
Scores of brands. Dozens of industries. Decades spent seeing what works, what doesn’t, and what gets in the way. From Madison Ave. to Wall St., agency to in-house, IC to VP. Principal and Founder Shiloh Gray leads every engagement, pulling in trusted specialists when the problem calls for it.
book intro call
Connect
Working theories.
The Starters
Honest
Darkness
Coming Soon

Brand Identity Design
B2C
Health & Fitness
“The Creatives
are too Precious."
read Article

Brand Identity Design
B2C
Health & Fitness
Fast Company
B2B branding is boring, but it doesn’t have to be
read Article

Brand Identity Design
B2C
Health & Fitness
Truth-sussing:the Importance of perception in driving performance
read Article

Brand Identity Design
B2C
Health & Fitness
The Drum
3 lessons Liquid Death’s killer marketing can teach B2B brands
read Article

Brand Identity Design
B2C
Health & Fitness
Let’s Talk
Aaron Esmailian
CMO, birddogs
Edward Boatman
CEO, Lingo
Michael Sezar
Founder, Mayena
Tony Calvis Jr.
fka Head of Brand, Nextiva

Olyvia Ruhlmann
fka Head of Brand, Local Kitchens
©2026