Build the brand. Take it to market. Scale what works.
For app, ecommerce, B2B and website-led businesses with ad spend already running.
An independent company working across brand, acquisition and product. AI systems builds AI into how you work. Origin builds the place customers come to. Scale brings the qualified customers who buy.
AI systems builds AI into how you work. Origin and Scale work for clients. Merch builds merch brands, our own and clients’. Both founders lead all four.
AI systems by Umbrella Co.
We build AI into how you work: for one person, a small team, a company or a corporation. Every system is custom: we build what needs to be built, nothing off the shelf. It starts with an audit of how you work now, and it ends with your people knowing how to run it.
Origin
The big picture first: strategy, brand identity and the creative. Ads, landing pages, UX audits and the static work around them.
Scale
Scale decides where the next unit of spend goes, and what evidence shows whether it paid back. The number is agreed with you before we start, and reported against every cycle.
Merch
Print-on-demand brands built end to end: design, products and shop. For Umbrella, and for businesses, individuals and influencers.
It states things that are not true, with full confidence. It has confirmation bias: it looks for what confirms its first answer, and agrees with what you already believe. On its own it is not reliable.
It becomes reliable inside a system: written rules, guards, workflows, checks, and a person’s yes wherever a mistake would cost something. That system is what we build.
Every project starts with an audit and ends with your people able to run it.
Acquisition, conversion and measurement. Money is already going out: Scale decides where the next part of it goes.
Ozren ran these accounts hands-on at Five, an Endava company. At Umbrella, he is still the one inside the ad accounts.
First year
+50%
organic conversion
A global consumer security app
Same app, same year
+30%
installs, paid and organic combined
In six months, about
+60%
installs, while media spend fell 40%
A US drug reference app for clinicians
Ozren’s work at Five, an Endava company. The client isn’t named and results are shared as percentages only, under that agency’s confidentiality terms. Not an Umbrella client.
An outside view of your creative, your store listing or site, and how you buy media. You get the strategy in writing: what to change in the creative and the listing or site, and platform-by-platform guidance on targeting and on which creative to run. Yours to act on in-house, or with us.
Example, from Ozren’s work at Five, an Endava company: an audit of a US online brokerage’s creative, App Store listing and media buying. The recommendations later went live across their store listings and social channels.Ozren’s work at Five, an Endava company. The client isn’t named and results are shared as percentages only, under that agency’s confidentiality terms. Not an Umbrella client.
The same cycle, repeated: build, test, read, reallocate. We run it, with specialists brought in when a brief needs them.
Both lead the whole company.
Seventeen years in brand and design, connecting business decisions to what customers see: identity, art direction, messaging and the design systems behind them.
Fifteen years in commercial roles, the last nine in growth and performance marketing for apps, ecommerce and digital products, where the numbers that mattered were CAC, ROAS and revenue.
Start with the big picture, or with the ads already running. A few lines are enough.