Repeatable brand work should not be manual. Investing in growth and the Brand Operating System for the Physical World.
Announcing our direction and two new Advisory Board Members, effective August 31, 2026.
Most companies announce growth after it happens. We are announcing it before.
Your brand lives where your software does not.
Y Combinator's number: 80% of the global workforce does not sit at a desk, and software for the physical world has barely changed in twenty years.
Your brand shows up on a truck door. On a service uniform. On a store counter you have never seen. On a sign installed by a contractor you will never meet.
The systems that manage all of it were built for documents. Guidelines sit in a PDF. Assets sit in a DAM. The vehicles, branches, and markets sit in spreadsheets.
Brand compliance gets discovered, not managed. Brand visibility never reaches the field, so someone spots the wrong logo six months late, in a photo, sent by a customer.
The work is repeatable and still manual. Capture. Assess. Flag. Route. Approve. Order. Install. Verify. Close. The same loop, thousands of times a year, run by hand.
That gap is the opportunity. If your brand shows up in more places than your systems can see, we should talk.
What we believe, who we are doing it with, and what it means for you...
... and why now.
What we believe
Brand Operations is an operations problem. If you cannot measure a brand standard in the field, it is not a standard. AI agents take the repeatable work, but people take judgment. Nothing gets managed unless it produces data.
What we ship today
Ready-to-use workspaces where AI agents and human teams deliver the work. Brand Technology that supports brand rollouts at scale. AI agents that run your brand audits, or help brand teams run a DIY rollout.
What we are building next
Someone on site photographs a vehicle. The AI agent checks it against the standard, finds the damaged logo and orders the replacement decals from the supplier. The loop ends with a part arriving. That is a Brand Operating System for the physical world.
Peter Koomen
Advisory Board Member. Twenty years leading and scaling multinational organizations through transformation, growth, and turnarounds. His job here is aligning strategy, people, and operations to create value fast.
Gerben Bleijenburg
Advisory Board Member. A commercial leader who has won new business and run global sales and business operations. His job here is turning credible technology into a commercial engine with a global pipeline.
Artur Gorniak
Founder. Fifteen years building PMO teams and delivering global projects, most of them rebrandings driven by M&A. An early adopter by instinct, building CXLABS AI-native and growing it on the monday.com partnership.
Why the three of us
We have run this play before. Peter built the organization, Gerben built the commercial side, and Artur owned delivery. Clear roles, no overlap, no gaps.
Why now
Because the time to build has never been better. The technology is finally good enough, and we know how we work together.
Can you join us?
We do not build the whole chain alone. Implementation partners and suppliers make the offer stronger. We are open to design partners who want to build on current technology and be part of changing how brand work gets done.
What the end user gets?
The Brand Operating System, the part that was always missing. Repeatable work stops being manual. AI agents run the loop as often as it needs running, and the more often it runs, the less each run costs. Or run it DIY, at your own pace.
Repeatable brand work should not be manual.
Today we ship AI work environments that run Brand Operations.
Tomorrow we ship the Brand Operating System for the Physical World.
