You're really good at what you do.
So why Is your competition Doing better?
The market doesn't reward the best work, it rewards the best-positioned work.
Born & Razed is a Reno-based brand strategy studio for people doing work that deserves to be seen.
“Born & Razed carries a double meaning that defines my approach. I was not only born and raised in Reno, which gives me an intimate understanding of this city's history, culture, and what makes it unique;
But the name also speaks to my process: I bring things to life, and I'm not afraid to tear down what needs to go. I identify what isn't working, strip it down to the foundation, and build something better in its place.”
Spencer Ellison
Founder & Lead Creative
You're a master at your craft.
You run a great business, you’ve built a real community, you do amazing work.
Maybe you've been doing it for years. Maybe you just started. Either way, your work is solid. But your brand image doesn't reflect that.
It looks cheap. Disconnected. Like a hobby.
That’s why you aren't charging what you're worth. It's the reason people pass you by. Your brand is failing your work, and it's costing you.
You're not losing because you're not good enough. You're losing because you don't look like you are.
Reno Has an Identity Crisis. You Probably Do, Too.
This city is full of talented people getting ignored.
Great restaurants sitting empty while chains have lines out the door. Side projects that should be full-time gigs. Creators who deserve national audiences. Bands that should be touring the country.
You're instead getting passed over for slicker, lamer, more polished competition.
It's not because your work isn't good enough. It's because the presentation is either non-existent or looks like generic shit.
Your competitor has a BETTer website. A social media PresenCe. Professional materials. People choose them, not because they ARE better, but because they look better.
That's not a quality problem. That's a positioning problem.
When great work in Reno looks as good as it actually is, this city gets better for everyone.
That's why I started Born & Razed.
The Born & Razed Approach
You wouldn't tell your doctor what's wrong with you, then hand them a prescription you want filled. You'd expect them to run tests, ask questions, and figure out the actual problem before recommending treatment.
That's how Born & Razed approaches every project.
Most designers will take your money and build exactly what you asked for. They'll make your logo. They'll design your site. They'll execute your vision without question, and watch you fail with a smile.
Six months later, nothing's changed for you. Why?
Because you asked for a solution before anyone properly diagnosed the problem.
You think you need a new logo. A website refresh. Better social media graphics. A coordinated postcard campaign.
That might be part of it. But probably not all of it.
Sometimes your messaging is confusing. Sometimes you're targeting the wrong audience. Sometimes your pricing doesn't match your positioning. Sometimes your storefront looks like you don't want customers.
I'll tell you. Even if it's uncomfortable. Especially if it's uncomfortable.
That's the deal. You bring me the problem. I diagnose it. We fix it together. But I'm not taking orders like I'm working a drive-thru window.
TL;DR: Premium, strategic work without the agency cost. We solve problems and fix issues, not just slap on a new logo or by just blindly doing what you ask for without any prior diagnosis.
The Born & Razed Network
“The Jack of all Trades is a Master of None.”
If your diagnosis calls for a new website, a professional photoshoot, a custom mural, or anything else not in my skill range, I don't pawn you off on a junior employee who will be learning on your dime. I hand-assemble a custom-built team of specialists and experts, solely focused on solving your problem as efficiently as possible.
Sure, I can build you a website myself. I can personally shoot and edit your video. But my attempt won't be as good as someone who has spent 10 years only building websites or only shooting videos. I don't have just one photographer on “staff” either. I have a long, vetted list of experts. I know who to call for a $5,000 budget and who to call for a $500 budget. I'll always work with you to find the best option for your needs, not my bottom line.
I respect expertise. That includes my own limits.
I'm a graphic designer and brand strategist. That's what I'm best at. But Born & Razed is bigger than me. It's a network of specialists that are the best at what they do.
You get exactly who you need. Not some junior employee learning on your dime. Not the same in-house photographer or web guy everyone gets. The right person for your project.
Anyone who claims to be an expert in all of it is lying to you.
The Born & Razed Network Includes, But is Never Limited To:
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This is me, and where I operate. Everything outside of this, I call in an expert. Learn more about the experts below!
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For custom iconography, murals, or a brand style no template can replicate.
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For bringing a brand to life with animated logos, web interactions, or product renderings.
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For product, lifestyle, and brand storytelling.
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For capturing a sense of place (vital in Reno/Tahoe) and epic scale.
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To build custom, high-performance experiences that aren't just pretty templates.
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For nailing the brand voice across web, social, and print.
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For when a stock font isn't enough and you need a truly custom wordmark.
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For creating custom audio branding, podcast intros, or scoring video content.
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For bringing the brand's voice to life in ads, videos, and automated messaging.
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For high-quality business cards, collateral, merch, and more.
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To translate the brand into the physical world, from a window decal to a custom neon sign.
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To help your physical space (shop, restaurant, office, video space) feel like the brand.
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To make sure people can actually find you when they search.
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To run targeted ad campaigns on Google, Instagram, TikTok, etc.
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To execute the day-to-day content strategy we build.
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To get your story in front of the right media.
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For authentic, targeted audience-building.
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Don’t see what you we’re hoping for? This is not a comprehensive list, and if a more specialized approach is necessary, chances are I know the right person to do it.
We Don't Bill by the Hour. We Bill by the Solution.
We NEVER use hourly rates. You're not paying for time; you're paying for value.
Hourly pricing is broken. It punishes speed. It rewards inefficiency. It creates distrust.
Should the expert who solves your problem in thirty minutes get paid less than the amateur who takes three hours? Should you have to wonder if lunch breaks or Starbucks runs are getting billed in your hourly rate?
I've seen how agencies work. I've worked in-house for years.
I've watched people estimate "maybe five hours?" then bill the client, even when it only took two.
You're not paying for time. You're paying for results.
This Process Filters People. On Purpose.
I don't work with everyone. I don't want to work with everyone.
If you need someone to say yes to every idea, there are plenty of order-takers in town.
But if you want someone who will push back, diagnose the real problem, and build something that actually works? Keep reading.
This is for you if:
You deeply care about and believe in your work
You understand that deferring to specialists is wisdom, not weakness
You value strategic decisions over personal preference
You understand that hiring an expert means letting them be one.
You're ready to grow
This is NOT for you if:
You think the customer is always right
You want cheap & fast over good & effective
You need it done by next Tuesday
You can't explain strategic reasoning behind your requests & feedback
You can't handle blunt, honest feedback or pushback
"So, Where's Your Work?"
Agencies and designers alike will show you a grid of pretty pictures and logos and wait for you to see one you might like or recognize. That's not strategy. That's a fucking menu.
Instead, every word here is solving a problem. You can tell the difference between someone who has spent years in the trenches vs someone who is just repeating what they heard in their college marketing classes without any applied experience.
That's the work.
A good logo is the result of good strategy, not the cause of it. Showing you someone else's solution doesn't tell you anything about whether I can solve your problem, because you're not someone else.
If you want to see how this approach translates to finished projects, ask. Fill out the form below. Tell me what you're trying to accomplish. I'll share relevant work that aligns with your situation. If you're just window shopping, you're not ready. But if you're serious, let's talk.
Ready to LOOK AS GOOD AS YOU ACTUALLY ARE?
Let's diagnose what's not working and build something that does.