I'm Lei Kalani – an independent brand strategist helping companies find the language for who they are.
Currently accepting new projects for 2026. Get in touch — hello@example.com
I'm based in Honolulu, but spend most of my time wherever the work takes me. Over the past twelve years I've helped startups, cultural institutions, and Fortune 500 companies articulate what makes them different — through strategy, naming, visual identity, and editorial voice.
Before going independent I led brand at two agencies in London and New York. I studied graphic design at Central Saint Martins and hold a master's in cultural theory from Goldsmiths.
Expertise
Brand Strategy
Positioning, messaging frameworks, and brand architecture for companies at inflection points — launches, mergers, pivots, and international expansion.
Naming & Identity
Company and product naming, visual identity systems, and tone of voice guidelines that hold up across every touchpoint — from pitch deck to packaging.
Writing & Editorial
Long-form essays, brand manifestos, and editorial strategy. Currently writing a book on how visual identity shapes public trust.
Today, I consult for a variety of international brands and am a frequent speaker at design and technology conferences. I'm also finishing my first book on how visual identity shapes public trust, to be published next year.
Selected Projects
Every project starts with the same question: what do you want people to feel when they encounter your brand for the first time? The answer shapes everything that follows.
I've worked with over forty organizations across technology, culture, and retail. Some needed a complete rebrand. Others needed a single sentence that finally said what they meant. Here are a few projects I'm especially proud of.
Bury+Partners — brand identity and environmental signage for an architecture firm
Heritage Motors — brand revival and classic emblem redesign