About

The practice the rest of it grew out of

Turtle Labs started in 2014 as a branding and design firm, on one stubborn idea: a business should carry the same responsibility a decent person does.

Since 2014A branding and design practice, and the oldest part of the Turtle Labs group.
Who we work withFirst-time founders through to national institutions, in 6 countries.
What we still doThe Studio is where the client work happens, and where everything else in the group was worked out first.
Where the rest wentBrandOS productised the method. Natural Intelligence teaches it. Useful Store backs the makers.

Or see how the four parts of the group connect.

By the numbers

What twelve years actually adds up to

12years Practising since 2014

250+brands Brands worked on

6countries India, the UAE, the UK, Canada, Singapore and Switzerland

10disciplines Under one roof, and most projects use two or three

Every figure here is counted from the work in the portfolio rather than typed, so it cannot drift from the pages that quote it.

How it runs

No surprises about what week four looks like

Four stages, the same on a naming job and a full identity. What changes is how long each one takes, not what happens in it.

Listen Week 1 We talk to you, and to the people who buy from you. The second conversation is usually the one that changes the brief.
Decide Weeks 2 to 3 Positioning, written down and argued with, before anything is designed. Design against an undecided strategy is expensive redecoration.
Make Weeks 3 to 8 Identity, site, film, packaging. Shown in the context it will live in rather than on a pristine board.
Hand over Final week Files, guidelines and a walkthrough, built so your team can carry it without calling us. We would rather be missed than needed.

The process in full

What we do

Build, show, and grow your brand.

Most projects use two or three of the 10. The services page says what each one involves and, more usefully, when it is not the right one.

Brand Build it, or rebuild it, so the business is understood rather than explained. Brand strategy and positioning · Identity and design systems · Packaging and print Project work Digital The website and the products behind it, built light and built to be found. Websites and digital systems Project work Advertising Attention you pay for and attention you earn, measured against what it returns. Performance marketing · PR, media and talent Campaign or retainer Creative The work that carries the message: film, motion, and the long documents. Film, motion and campaigns · Editorial design Project or retainer Growth The part that compounds. Content, search and social, run every month rather than at launch. Digital marketing · SEO and search visibility Monthly retainer

What we commit to

The things we will not trade away

Strategy before decorationWe will not start designing until we agree what the design is for. It is the only way to review work on whether it is right rather than whether it is liked.
One senior team, start to finishThe people in the first meeting are the people doing the work. Nothing is handed down to a junior team once the contract is signed.
Built to be handed overEvery project ends with your team able to run it. Guidelines are written for the person who has to use them under deadline, not for our portfolio.
Light by defaultFast sites, small files, less waste. It is better for the people using it and it is better for the planet, and we have never had to trade one for the other.
We will say when it is not usIf what you need is smaller than a project, we will point you at BrandOS and say so. A fee we talked you into is not a good start.

Selected work

What it looks like when it is finished

Video & Motion Real Estate - Teaser Ad - 95 A high-impact brand trailer positioning tough industrial equipment for Gulf enterprise buyers - scripted, shot and scored to cut through a spec-sheet market.. Dubai, UAE · 6 weeks

Brand Identity WYSAX Systems Design Complete brand architecture for a B2B enterprise software company entering the North American market - logo system, typography hierarchy, colour grammar and pitch templates.. Toronto, Canada · 5 weeks

Brand Identity USH Naturals Branding A complete brand identity for a natural foods company - logo system, leaf-mark, typography and packaging-ready guidelines built around the promise of delivering nature's goodness.. Kochi, India · 4 weeks

See all the work

Clients

Who we have worked with

In their words

What clients say, not what we say

Turtle Labs turned our technical specs into a story that enterprise buyers in the Gulf couldn't ignore. Our inbound deal size doubled in 90 days.

DTORR Industrial Dubai, UAE

Our brand went from generic SaaS to an unmistakable market leader in under 60 days. The clarity they brought saved us months of wasted marketing spend.

WYSAX Systems Toronto, Canada

They don't just design; they eliminate every piece of fluff until your message is unbreakable. Working with Turtle Labs was our best investment of 2024.

LSP Sustainable Tech London, UK

Excellent. I enjoyed working with Turtle Labs - fast, flexible and did a very good job. Collaborative and genuinely committed to quality. I would definitely recommend their services, and I would hire them again.

Michel Paszto · The Ritz Hotel London, UK · Event Collateral Design

Journal

What we have worked out so far

Jun 28, 2026 · 5 min read Accessibility is not an afterthought - it is a feature Designing for everyone is not a compliance checkbox. It is one of the highest-leverage quality signals your brand can send. Jun 3, 2026 · 4 min read How visual contrast shapes the way people trust brands Contrast is not just an accessibility metric. It is a signal of confidence - and confidence is what buyers read as trust. May 19, 2026 · 7 min read The carbon cost of a heavy website - and what to do about it Every megabyte you ship is energy someone else has to spend. Lightweight is not just faster - it is more sustainable.

Read the journal

The software

What this studio runs on

We kept losing the thread between an enquiry, the quote it turned into, the work that followed and the question of whether we made anything on it. So we built Shell, and we run this practice on it.

It carries a project from first enquiry to invoice across 9 apps, and it is priced per workspace rather than per seat, so bringing your whole studio in does not move the bill. If you run a studio too, it is the same software we use. Coming soon: enquiry to invoice, in one place. It is not open to buy yet, and the waitlist is here.

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Brand Strategy Workbook

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We exist so that
Our work is for
We are the onlythat
We sound, never
In ninety days we will

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