How did you approach brand building for Tech Philomaths?

I’ve been a Tech Philomaths reader from the early days, and what struck me was the underground vibe - you'd hear about companies here before they hit mainstream headlines. We all know the big successes of our unicorns, but what Tech Philomaths showed me was that there’s a whole movement happening before that stage. Like when Sintra AI was just a name whispered in the scene, and then boom, they land €17M in seed funding. Here you come to learn who will be the next unicorns.

That’s the kind of energy the brand needed to capture: the sort of hacker subculture, the lean solo founders, the quiet hustlers, who eventually break through. The brand became less about polish and more about amplifying that signal.

What are key design elements for this brand?

The logo was the starting point. It has this brutalist feel, but I also saw building blocks - representing what the audience does: they're builders. Stacking foundational blocks into something bigger, connecting the pieces together. Almost like Tetris, you know, fitting things into place until something complete emerges.

So the logo gives that foundation, which then allows the other elements to be a little bit more experimental. A dark layout, minimal structure, but with an underground energy running through the portraits and imagery, which also became kind of a Tech Philomaths signature.

In terms of branding - where do you see white space within tech-related media and content?

As cliché as it sounds, I think the riches are in the niches, and in serving those niches authentically. The success of TBPN, Not Boring, and 20VC shows exactly that. The real white space in tech media lies in becoming a credible source for underrepresented, but fast-growing communities: regional ecosystems, solo founders, indie hackers.

It’s about being the kind of place people return to, where they deposit attention and withdraw insights. And the ones who win will distinguish themselves with a clear, trusted, and memorable brand, because at the end of the day you want to become the place people want to be featured in.

How will AI affect brand building online?

AI can help generate fast, clean results, but often at the cost of deeper inquiry into voice, taste, and intent. It's great for speed and polish, but the human touch is what gives work originality and depth.

In brand building, AI will most likely soon handle technical execution and maybe even begin to mimic good taste. What remains is the harder part to define: a point of view. The brands that stand out won't just follow trends, they'll set them and act as tastemakers.

The hardest question in branding has always been what to do, not how to do it.

Tell us more about Achoo and what you are working on.

The name Achoo plays on two ideas: the sneeze that spreads, like design that catches on, and, in Lithuania, it also echoes ‘ačiū,’ meaning ‘thank you’. I liked that balance between reach and gratitude.

Our main focus is web work, that's where we're strongest. We partner with companies that need a strong online presence that truly reflects who they are, whether that's early-stage startups, industry associations, or media brands. We also create pitch decks and brand work for existing clients, but for now, the web remains the core.

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