A New Era of Value-Driven Design

Recognizing this gap in the market, Marawan El-Asfahani spearheaded the relaunch of the existing design company called, Cinderbloc, which was an agency offering value-driven design solutions tailored to small and medium-sized businesses (SMBs) eager to establish and elevate their brands without excessive costs or complexity.

The Vision

We set out to redefine branding for emerging businesses—providing a clear, straightforward alternative to traditional agencies by offering structured, affordable brand packages. Cinderbloc's new core offer was designed to be approachable, efficient, and results-oriented, stripping away unnecessary jargon and focusing on what truly mattered: creating a professional, effective brand identity that helped small businesses stand out.

Positioning & Differentiation

Positioned Cinderbloc as a mid-tier branding solution, filling the gap between expensive boutique agencies and unreliable low-cost design services. Crafted a brand persona that was entrepreneurial, adaptable, and direct—reflecting the values of its core audience. Messaging was conversational, transparent, and value-driven, resonating with business owners seeking clarity and confidence in their branding investments.

Defining Offerings & Pricing Structure

• Developed five signature brand packages, ranging from essential branding services (logos, business cards, social media assets) to full-scale identity solutions including web presence, content management, and marketing integration.
• Introduced clear, transparent pricing, eliminating common frustrations associated with hidden fees or ambiguous project scopes.
• Designed a scalable model that allowed for custom enhancements, such as e-commerce functionality, video content, and print collateral.

Market Research & Ideal Client Profiling

• We conducted an in-depth analysis of SMB challenges, identifying key pain points such as lack of branding expertise, limited budgets, and hesitation to engage with traditional agencies.

Identified three key client personas:

- Startups needing a foundational brand presence.
- Small businesses requiring a refreshed identity and digital integration.
- Established SMBs looking for a growth-oriented rebrand.

Brand Messaging & Communication Strategy

• Ensured Cinderbloc’s messaging reflected the realities of entrepreneurship—practical, no-nonsense, and empowering.
• A narrative that positioned Cinderbloc as a business partner, not just a design service, instilling trust and reliability.
• Reinforced the value and ROI of branding at every touchpoint to educate potential clients on the tangible benefits of a strong brand identity.

Implementation & Market Rollout
With a clear strategy in place we led the successful launch of Cinderbloc, executing a multi-channel rollout that included:

• A strong brand identity & digital presence – Developed a visually compelling and strategically crafted brand that embodied Cinderbloc’s core values.
• Direct outreach to business networks – Engaged with SMB owners, startup incubators, and entrepreneurial communities to introduce Cinderbloc’s offerings.
• Content-driven marketing – Created insightful content (blog posts, case studies, and guides) that educated potential clients on branding essentials.
• Referral & partnership strategy – Leveraged Oxygen Design Agency’s existing relationships to build credibility and drive initial traction.

Results & Impact

Market Response – Cinderbloc quickly gained recognition as a refreshing alternative to traditional agencies, with businesses appreciating its transparent pricing and practical, results-oriented approach.

Client Acquisition – Successfully onboarded multiple SMBs in the first phase, demonstrating the demand for accessible, high-quality branding services.

Business Sustainability – By ensuring consistent billing and structured pricing, Cinderbloc operated with financial stability, avoiding the pitfalls of undermining business operations and hindering success.