Periphery – for founders on the edges
I help founders translate complex ideas into unique brands that grow sustainably
Hi, I’m Yulia
*periphery studio acknowledges the Gadigal peoples of the Eora Nation as the sovereign custodians of the land on which we work. We recognize their long-standing and continuing care for the country. We extend our respect to ancestors and elders, past and present, and to all First Nations.
"For context, I really only connect with people who are strong in three areas: the head, the heart and the hands. Yulia has all three. She is wise beyond her years, endlessly interesting and genuinely interested in other people"
"Yulia is exceptionally good at helping people clarify their vision and turn creative ideas into something achievable and commercially successful — without losing what makes them authentic"
"Yulia has a strong creative instinct, paired with a calm, grounded energy that makes people trust her. She makes you feel heard and gives you confidence in the process"
Running your own business can feel overwhelming and lonely
I act as your copilot so you can see clearly and stay on course
I help you to:
Why do founders need a copilot?
"The right people don’t find me often enough. I’m so busy doing the work that I don’t get much time to tell anyone about it."
- Sasha, client
- Sasha, client
connect your values, story and product
shape a vision to guide your growth
find channels that are right for you
develop go-to-market strategy
test ideas before investing
reach your people
grow and stay true to who you are
So you want to build a brand but don’t know where to start
Here’s what I offer:
periphery brand
Start by looking from the outside in.
However, there’s a problem.
You can’t see yourself from the outside.
You need a copilot.
To cut out the noise, get to the core (fast) and build from there.
However, there’s a problem.
You can’t see yourself from the outside.
You need a copilot.
To cut out the noise, get to the core (fast) and build from there.
1
Uncover your values and turn them into a brand
2
Find your unique story and a name to match
3
Identify who your people are and where to find them
4
Set the sensory and visual direction
5
Choose marketing platforms right for you
6
Create a realistic go-to-market strategy
The roadmap is already there.
You just can’t see it.
You’re too close to your work.
You need a copilot.
To go deep, see the roadblocks and move forward.
With confidence.
You just can’t see it.
You’re too close to your work.
You need a copilot.
To go deep, see the roadblocks and move forward.
With confidence.
So you have a brand but not sure how to grow it
Here’s what I offer:
periphery strategy
1
Reconstruct your values and check the brand match
2
Find core constraint - not the ten symptoms
3
Close the gap between perceived and real customer
4
Build a few realistic growth scenarios
5
Test the strongest direction
6
Turn the result into a roadmap
About me
From contemporary art to international tech to premium retail and interior design. Different industries, different countries, same obsession with innovation and same approach - to build brands from the core.
I have helped launch new categories and markets, create brands, build product ecosystems and turn complex ideas into measurable growth.
I have helped launch new categories and markets, create brands, build product ecosystems and turn complex ideas into measurable growth.
That mix of strategy, brand, product and hands-on execution is what eventually became
I’ve spent the last decade helping ideas make sense and money
periphery
The center is crowded and oversaturated — nothing truly new happens there. The interesting ideas form on the periphery, in the less populated spaces. That’s who I work with: people who are brave and curious enough to explore those spaces.
Why I work with founders on the edges
periphery approach
Old categories don't serve what people need anymore and founders are realizing they don't have to be one narrow thing. But it's human nature to force a new idea into something that already exists, just to make it easier to explain. My job is to help you articulate what you've actually created so you don’t have to shrink yourself.
Why not fitting into a standard category is a good thing
We're living in a disconnected world, which makes human connection worth building a brand on. So before we talk numbers, conversion or monetization, I ask about your values, your principles, what actually drives you. Your brand is only as real as the person behind it – get that right, and the rest follows.
Why we build from the core
When you create a unique project, there's no benchmark, no competitor, no proven path – and as a solo founder, every decision lands on you. I'm the copilot who tests your assumptions and helps you decide with more clarity and less weight on your shoulder
You can’t do it alone
Building a brand usually means big agency fees and handing over ownership of it. I teach you to build it yourself instead – a handful of things that actually connect with your customers, sized to what you can maintain.
You don't need a huge marketing budget
If you exist, you already have a brand, it's just not articulated yet. My job isn't to invent anything – it's to pull out what's already there - in how you think, create and work, and express it through verbal and visual identity.
Your brand is already there
For an unfamiliar product, how it looks is often the first signal of quality and price. I make sure yours looks what it's worth.
Good design - high value
You shouldn't have to dilute your point of view to grow. I help your product, positioning and message evolve without losing what made it worth building.
Growth should amplify your philosophy, not make it generic
A new business needs enough of the right people, not everyone. As a person, you already attract certain people naturally. Since your project is an extension of you, it can attract your people too.
You don't need to be liked by everyone
A new market, price or collaboration doesn't need a full launch to prove itself – just clear criteria and a small test first. Learn fast, protect your budget, then make the bigger call.
Test before you spend
The one that doesn’t fit any category, combines things that are not usually combined, or has outgrown the way you currently talk about it
Bring me the idea that’s hard to explain
We’ll work out what it is, where it can go next and what needs to happen to get it there.
I’m open to one-off projects, long-term partnerships and ongoing strategic or creative collaborations.
I’m open to one-off projects, long-term partnerships and ongoing strategic or creative collaborations.
Discuss your project
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