Andrew Lee Jenkins: An Anti-Guru Brand Built To Cut The Fluff
- Brand Strategy & Positioning
- Personal Brand Identity System
- Sub-Brand Architecture (The Blueprint, Field Notes, Growth Unfiltered)
- Logo Suite & Iconography
- Print & Collateral Design
The Brief.
By the time Andrew came to us, he was already deep in the trenches with home service businesses and agencies, helping them fix broken systems, clean up their marketing, and actually scale instead of spinning in chaos. His problem wasn’t results. It was fragmentation.
He had an agency, a coaching and consulting practice, multiple tools, a podcast, a newsletter, and a growing community. Each lived under a slightly different name, look, and voice. Online and in person, people could feel he was sharp and honest, but the brand experience was scattered.
The goal of this project was to pull everything under one clear, powerful personal brand: Andrew Lee Jenkins. One name, one visual system, multiple offers.
We were asked to build a brand that:
- Captured Andrew’s “no BS, anti-guru” personality
- Made it clear he specializes in home service growth and marketing
- Organized his ecosystem of offers and content into a simple hierarchy
- Could roll out across his website, social channels, and printed materials without confusion
From there, The Blueprint (community), Field Notes (newsletter), and Growth Unfiltered (podcast) would live as distinct but obviously related sub-brands under the Andrew Lee Jenkins umbrella.
Design Decisions.
The creative north star was simple
If you want fluff and guru vibes, he’s not your guy. (Andrew Lee Jenkins)
We needed a brand that felt like a straight-talking operator, not another internet personality yelling about funnels. The identity had to be bold enough to stand out in a noisy marketing space, but grounded enough that contractors and small business owners would trust him with real problems.
A personal brand built around radical clarity
We started with positioning. Andrew isn’t “just a coach” or “just an agency owner.” He’s the person home service owners and agency operators call when their business feels chaotic and they’re tired of being sold quick fixes. The brand story leans into that: simplify, systemize, and scale without the circus.
Visually, we built a strong typographic wordmark for Andrew Lee Jenkins as the anchor. The mark is clean and direct, mirroring the way he talks: no fluff, no unnecessary decoration, just straight to the point. Supporting typography and layout give him room to be loud in his copy while the design stays controlled and readable.
Sub-brands that feel like a universe, not a pile of logos
With the core identity set, we built a modular system for his three key sub-brands:
- The Blueprint – his community and DIY resources
- Field Notes – his ongoing newsletter
- Growth Unfiltered – his podcast and long-form content
Each sub-brand gets its own lockup and visual twist, but they all share the same foundational elements: type system, icon logic, and overall attitude. When you see them together on a slide, on the website, or in a social carousel, it’s obvious they belong to the same person and worldview.
Iconography and details that match the “ask about my cult” energy
To support his tools, services, and content buckets, we created a large icon library that mixes irreverent tone with practical clarity. The goal was to let Andrew speak in his own voice unfiltered, while the visuals keep everything legible and structured.
The overall feel is:
- Confident and slightly unhinged
- Still professional enough that a serious business owner trusts him
- Flexible across digital, print, and merch as his ecosystem grows
A brand he can actually live in, not perform
The biggest measure of success on this project was whether Andrew felt like he could show up as himself everywhere: on his website, inside The Blueprint, on social, and across every PDF or piece of print collateral.
Post-launch, he was able to roll out the new brand across his site, community, newsletter, and podcast in one cohesive push. The identity system gave him a clear structure for everything he does: one home, many rooms.
The result is a personal brand that finally matches the way he already works: honest, sharp, a little chaotic in the best way, and relentlessly focused on helping home service businesses and agencies make real progress without getting sucked into guru nonsense.
