Flarely LLC · 2026-05 — 06
Flarely
"Light a fire under your business." The brand launch for Flarely — a small studio walking alongside small and mid-sized businesses across Kanagawa and Tokyo.
Overview
I designed and built the brand for Flarely LLC — a studio for outsourced web work and generative-AI consulting — end-to-end from naming through the live site. The name pairs "Flare" (a sudden burst of light) with the adverbial "-ly," and rolls up into a brand story: "Flarely — so your business flares." The client lights up. The studio stays behind the scenes. That thesis runs through the logo, color, type, mascot, site, and proposal-deck template as a single system.
The clients Flarely serves are small and mid-sized businesses; the studio is the supporting cast. A minimal palette — graphite (#1F1F1F) and warm orange (#FF6A2D), benchmarked against Linear, Vercel, and Stripe — gives shape to a studio that deliberately stays small in the AI era. I handled every layer from brand to implementation on my own.
Initiatives
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Brand Naming & Story
Pivoting from "Flare" to "Flarely." Reading the "-ly" as a declaration of a studio that puts clients on stage, with the tagline "small, fast, warm" and a full notation rule locked in.
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Logo & Brand System
A one-day sprint of 50 logo candidates → 10 × 3 picks → two directional systems → 138 assets, landing on the Sleek slim-elongated-flame mark. Color, type (Futura + Noto Sans JP), and ten business-card variants all consolidated into a single brand.md.
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Flamey Mascot
Forty designer × engineer red/blue pairs explored, then locked in by fixing master.png as a reference image and varying only body color. Six service-specific Flameys (corporate, chatbot, LP, UI/UX, AI ops, advisory) are differentiated by job-specific outfits and props.
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Corporate Site
Building flarely.co.jp on Astro 5, React 19, Tailwind, and shadcn/ui. A WebGL grain-gradient shader, a GSAP pin-based horizontal services scroll, and a three-page structure (Top / Privacy / Terms) — all in service of one goal: making it easier to reach out.
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Proposal Deck Theme (Slidev)
A shared Slidev theme for proposals and company decks. The cover layers a cream background, the wordmark, and a CSS aurora; section slides are full-bleed orange with flame and grain baked in — so every proposal walks in already wearing the brand.
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Highlights
- — 50 logo candidates → 138 brand assets explored in a single day, converging on the Sleek slim-elongated-flame mark
- — A brand system anchored in graphite #1F1F1F + warm orange #FF6A2D, Futura + Noto Sans JP, and the tagline "small, fast, warm"
- — Forty Flamey mascot iterations expanded into six service-specific characters via a master-image-as-reference strategy
- — A corporate site built on Astro 5, React 19, Tailwind, shadcn/ui, a WebGL shader, and a GSAP-pinned horizontal scroll
- — A three-page structure (Top / Privacy / Terms) — /contact dropped in favor of an embedded #contact section to lower the barrier to reach out
- — A reusable Slidev proposal-deck theme designed alongside the brand, so every pitch ships in-system
Outcome
Now live as the public-facing front door of Flarely LLC. The brand system extends through to the proposal-deck template and runs as the studio's internal standard.