For founders & growing brands

Make your brand the hell-yes choice.

The strategy process that finds what only you can own, builds your entire brand around it, and turns that into an asset that compounds.

How it works

100+ brand transformations

100+ brand transformations

11+ years building brands
100+ brands transformed

Your brand is either working for you. Or against you.

If any of these sound familiar, it's probably the second one:

Your brand no longer reflects your business

Your business has moved on. Your brand hasn't caught up.

Your brand no longer reflects your business

Your business has moved on. Your brand hasn't caught up.

Your brand no longer reflects your business

Your business has moved on. Your brand hasn't caught up.

You can't explain your edge

You know you're different. You just can't explain it in a way that lands.

You can't explain your edge

You know you're different. You just can't explain it in a way that lands.

You can't explain your edge

You know you're different. You just can't explain it in a way that lands.

Your marketing spend evaporates

You keep spending on marketing. Nothing's sticking because there's no foundation underneath.

Your marketing spend evaporates

You keep spending on marketing. Nothing's sticking because there's no foundation underneath.

Your marketing spend evaporates

You keep spending on marketing. Nothing's sticking because there's no foundation underneath.

You're considered but never chosen

The right customer finds you, considers you and still looks at the competition.

You're considered but never chosen

The right customer finds you, considers you and still looks at the competition.

What this actually does

The strongest brands know exactly where they're going.

Maybe you're starting fresh. Maybe you've been in business for years but lost sight of what your brand actually means. Your customers don't know why they should care. Your team doesn't share a unified view. It's all just all over the place.

When your brand has a clear direction, your ideal customer stops comparing. They just know. That's the hell-yes choice.

The Brand Move is how you get there. One focused process, built on 11 years and 100+ brand transformations.

How it works

A process built to find what most brands never figure out.

Get started

PHASE 1

We do the work. You share existing materials

Discovery & Prep

We study your brand, your market, your competitors - how your brand is currently perceived and where it stands. Just share what already exists. We take it from there.

Output:

a clear picture of where the brand stands and where the gaps are

PHASE 1

We do the work. You share existing materials

Discovery & Prep

We study your brand, your market, your competitors - how your brand is currently perceived and where it stands. Just share what already exists. We take it from there.

Output:

a clear picture of where the brand stands and where the gaps are

PHASE 1

We do the work. You share existing materials

Discovery & Prep

We study your brand, your market, your competitors - how your brand is currently perceived and where it stands. Just share what already exists. We take it from there.

Output:

a clear picture of where the brand stands and where the gaps are

PHASE 2

Facilitated by us. Your team: 2–8 people

The Strategy Workshop

The session. Facilitated by the HMD founders, built around a methodology developed over 11 years and 100+ brands. Structured exercises designed to surface what you know about your brand that you've never been able to articulate and reveal things you didn't know you knew.

"This is like therapy... but for a brand."

- Petr Šimůnek, Forbes ex Editor-in-Chief

Output:

shared clarity, surfaced positioning, raw strategic material

PHASE 2

Facilitated by us. Your team: 2–8 people

The Strategy Workshop

"This is like therapy... but for a brand."

- Petr Šimůnek, Forbes ex Editor-in-Chief

Output:

shared clarity, surfaced positioning, raw strategic material

PHASE 2

Facilitated by us. Your team: 2–8 people

The Strategy Workshop

"This is like therapy... but for a brand."

- Petr Šimůnek, Forbes ex Editor-in-Chief

Output:

shared clarity, surfaced positioning, raw strategic material

PHASE 3

We do the work. You wait

Synthesis

Everything from the workshop gets layered against market research, competitor positioning and consumer insight. We find the space your brand can genuinely own and condense it all into Brand Bible v1 - your positioning, your story, your communication direction. This happens inside our studio. You wait.

Output:

Brand Bible v1

PHASE 3

We do the work. You wait

Synthesis

Output:

Brand Bible v1

PHASE 3

We do the work. You wait

Synthesis

Output:

Brand Bible v1

PHASE 4

One final session together. Then it's yours

Alignment & Final Brand Bible

We walk through Brand Bible v1 together. Every piece checked, every detail sharpened until it feels completely right. Then you get the final file - a living document that becomes the north star for everything your brand does from here, and gets more valuable every year you use it.

Output:

the Brand Bible - yours to keep, use and build on

PHASE 4

One final session together. Then it's yours

Alignment & Final Brand Bible

Output:

the Brand Bible - yours to keep, use and build on

PHASE 4

One final session together. Then it's yours

Alignment & Final Brand Bible

"This is like therapy... but for a brand."

- Petr Šimůnek, Forbes ex Editor-in-Chief

Output:

the Brand Bible - yours to keep, use and build on

What you walk away with

What you're getting

Your custom Brand Bible.

The document your entire brand runs on. From day one and for years after.

No template, no shortcut gets you here. This is the thinking that makes everything else - including every AI tool you use - actually work.

Your ideal customer just knows.

No convincing. When your brand owns the right position, the right people recognise it immediately.

Every marketing effort builds on the last.

When everything comes from the same foundation, nothing starts from zero. It compounds.

Your whole team pulls in the same direction.

One shared north star. Every hire, every partner gets it from day one.

You're building an asset, not just a business.

A brand with a defined position grows in value. Every year you operate with clarity, it compounds.

Selected work

What changes after The Brand Move.

Fine Furs

Rebranding a fashion atelier for international growth

Fashion atelier identity

Fine Furs luxury fashion rebrand across atelier identity and packaging

Fashion atelier identity

31K

followers built around a personal atelier experience

Fine Furs

Rebranding a fashion atelier for international growth

Fashion atelier identity

Fine Furs

Rebranding a fashion atelier for international growth

Fashion atelier identity

Manumi

From niche craft shop to category leader

DIY brand rebrand

32,000+

makers in the community, supported by 6 retail stores

Manumi

From niche craft shop to category leader

DIY brand rebrand

Manumi

From niche craft shop to category leader

DIY brand rebrand

Stavba&Design

Turning construction expertise into a growth engine

Construction company rebrand

15+

years of construction expertise clarified through one brand system

Stavba&Design

Turning construction expertise into a growth engine

Construction company rebrand

Stavba&Design

Turning construction expertise into a growth engine

Construction company rebrand

See more of our work

Client reviews

Brands that made their move.

Kenneth Vallespir
Terra, NYC
"Strong understanding of the target audience and the ability to translate consumer insights into relevant messaging and a cohesive visual direction - supporting Gillette Venus in its journey toward an elevated beauty positioning."
Michaela Mackovicova
Senior Brand Manager, Gillette Venus | P&G
"If you want average, go anywhere. If you want your brand to stand shoulder-to-shoulder with the biggest international players - and win - you need a partner like HMD."
Denisa Zezulkova
COO, Ruscona
Olo Krizova
Czech Fashion Council
"HMD listened deeply, cared about every detail, and created a brand system that scales seamlessly - from digital to the resort’s navigation and guest experience - capturing the true spirit of Zuri Zanzibar."
Vaclav Dejcmar
Owner, Zuri Zanzibar
Pavel Vykydal
Banhi, wellness drink
"We were extremely impressed with the passionate work HMD put into our branding package. Their output was perfectly aligned with our audience - we look forward to working together long-term."
Andrew Bart
CEO, Algoface
"Our company gained a revitalized creative image and our new website became confirmation of our position as a leading urban-architectural brand. Their creative instincts and our expertise evolved into a relationship of trust and results-based certainty."
David Chisholm
Co-founder, CMCARCHITECTS
"When I had a vision, an insight or a complex brief - HMD were always the right partners. Empathetic listeners who comprehend even the most complex tasks and know how to visualize ideas from multiple angles."
Pavel Vykydal
Brand Manager, Kofola a.s.

Kenneth Vallespir
Terra, NYC
"Strong understanding of the target audience and the ability to translate consumer insights into relevant messaging and a cohesive visual direction - supporting Gillette Venus in its journey toward an elevated beauty positioning."
Michaela Mackovicova
Senior Brand Manager, Gillette Venus | P&G
"If you want average, go anywhere. If you want your brand to stand shoulder-to-shoulder with the biggest international players - and win - you need a partner like HMD."
Denisa Zezulkova
COO, Ruscona
Olo Krizova
Czech Fashion Council
"HMD listened deeply, cared about every detail, and created a brand system that scales seamlessly - from digital to the resort’s navigation and guest experience - capturing the true spirit of Zuri Zanzibar."
Vaclav Dejcmar
Owner, Zuri Zanzibar
Pavel Vykydal
Banhi, wellness drink
"We were extremely impressed with the passionate work HMD put into our branding package. Their output was perfectly aligned with our audience - we look forward to working together long-term."
Andrew Bart
CEO, Algoface
"Our company gained a revitalized creative image and our new website became confirmation of our position as a leading urban-architectural brand. Their creative instincts and our expertise evolved into a relationship of trust and results-based certainty."
David Chisholm
Co-founder, CMCARCHITECTS
"When I had a vision, an insight or a complex brief - HMD were always the right partners. Empathetic listeners who comprehend even the most complex tasks and know how to visualize ideas from multiple angles."
Pavel Vykydal
Brand Manager, Kofola a.s.

Kenneth Vallespir
Terra, NYC
"Strong understanding of the target audience and the ability to translate consumer insights into relevant messaging and a cohesive visual direction - supporting Gillette Venus in its journey toward an elevated beauty positioning."
Michaela Mackovicova
Senior Brand Manager, Gillette Venus | P&G
"If you want average, go anywhere. If you want your brand to stand shoulder-to-shoulder with the biggest international players - and win - you need a partner like HMD."
Denisa Zezulkova
COO, Ruscona
Olo Krizova
Czech Fashion Council
"HMD listened deeply, cared about every detail, and created a brand system that scales seamlessly - from digital to the resort’s navigation and guest experience - capturing the true spirit of Zuri Zanzibar."
Vaclav Dejcmar
Owner, Zuri Zanzibar
Pavel Vykydal
Banhi, wellness drink
"We were extremely impressed with the passionate work HMD put into our branding package. Their output was perfectly aligned with our audience - we look forward to working together long-term."
Andrew Bart
CEO, Algoface
"Our company gained a revitalized creative image and our new website became confirmation of our position as a leading urban-architectural brand. Their creative instincts and our expertise evolved into a relationship of trust and results-based certainty."
David Chisholm
Co-founder, CMCARCHITECTS
"When I had a vision, an insight or a complex brief - HMD were always the right partners. Empathetic listeners who comprehend even the most complex tasks and know how to visualize ideas from multiple angles."
Pavel Vykydal
Brand Manager, Kofola a.s.

Get the details.

Interested in The Brand Move? Leave your name and email and we'll reach out to tell you more and find out if it's the right fit for your brand.

About us

Who you'll be building with

Kate and Sabba founded Heels Make Deals in 2014 with one belief - that bold thinking and outstanding creative belong together.

11 years and 100+ transformed brands later, that belief keeps proving itself right. We're a team of strategists and creatives who ask the hard questions, go where others won't, and make work that actually lands.

Meet us

11 years

in FMCG, hospitality & consumer brands

100+

brand transformations internationally

Smart Starters from $640

Start a project