About

World traveler and passionate cyclist, Jesus Coto is a strategic designer and brand builder with over a decade of experience helping AI and SaaS companies define who they are and how they show up in the world.

Previously shaped brand identity for major names like Schweppes, Nivea, and GSK. In recent years he has focused on European tech startups — including TourRadar — helping ambitious challengers build brands that earn attention and drive growth.

Currently CEO and strategic designer at The Branx, a startup branding agency built on the belief that a sharp brand is the highest-leverage investment a growing company can make.

What I Do

• Brand Strategy — Positioning, naming, messaging, and competitive differentiation for startups ready to scale.
• Brand Identity — Logo, visual language, typography, and guidelines that make a brand instantly recognisable across every touchpoint.
• AI & SaaS Branding — Helping tech companies cut through sameness with distinctive positioning, naming, and visual systems built for the digital age.
• Startup Consulting — Advising early-stage founders on brand clarity, go-to-market storytelling, and building a brand that scales with the business.

Writing on Medium

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