Never finished. Always ready.

Never finished.
Always ready.

FinalFinal translates complex technical capabilities into compelling brand systems that scale. We build the strategic frameworks that drive growth and make innovation impossible to ignore.

Our name references the versioning purgatory familiar to anyone who's pushed a creative project across the finish line—the late-night edits, the quiet rethinks, the "just-one-more" revisions. We chose it because great creative work is never truly finished, yet still has to ship. Strategic enough to last. Open enough to evolve.

Michigan's design legacy runs through our work. From the Eames chair to the Ford Mustang, our state pioneered the marriage of form and function to create objects that work beautifully and endure. That same spirit informs how we design for modern tech—balancing precision, utility, and style.

Unlike traditional agencies, our approach starts with story: aligning teams around clear, differentiated narratives. From there, we develop visual systems and strategic frameworks that help companies grow with consistency. We're not just building brand decks. We solve for sales cycles, recruiting, product clarity, and market perception.

Approach

01

Technical Depth

Our team brings firsthand experience from leading technology companies, enabling us to quickly understand complex products and translate them effectively for different stakeholders.

02

Strategic Focus

We approach design as a business tool, not just a creative exercise. Every recommendation is built to drive specific business outcomes—from accelerating sales cycles to attracting investment.

03

Structured Process

Our proven methodology delivers consistent results across projects, eliminating the guesswork and subjective opinions that typically derail design initiatives.

Capabilities

01

Strategic Positioning

We develop clear brand narratives that translate complex technical capabilities into compelling value propositions, establishing market differentiation that accelerates sales cycles and attracts key stakeholders.

02

Communication Systems

We build comprehensive messaging frameworks and content architectures that ensure consistent, effective communication across all touchpoints—from sales presentations to marketing campaigns to product interfaces.

03

Visual Brand Architecture

We design distinctive visual identity systems that express your strategic positioning through cohesive brand elements, from logos and typography to comprehensive design systems that scale across all applications.

04

Brand Momentum & Campaigns

We create targeted marketing campaigns and activation strategies that convert your brand foundation into measurable business results through coordinated, multi-channel initiatives aligned with specific growth objectives.

01

Strategic Positioning

We develop clear brand narratives that translate complex technical capabilities into compelling value propositions, establishing market differentiation that accelerates sales cycles and attracts key stakeholders.

02

Communication Systems

We build comprehensive messaging frameworks and content architectures that ensure consistent, effective communication across all touchpoints—from sales presentations to marketing campaigns to product interfaces.

03

Visual Brand Architecture

We design distinctive visual identity systems that express your strategic positioning through cohesive brand elements, from logos and typography to comprehensive design systems that scale across all applications.

04

Brand Momentum & Campaigns

We create targeted marketing campaigns and activation strategies that convert your brand foundation into measurable business results through coordinated, multi-channel initiatives aligned with specific growth objectives.

01

Strategic Positioning

We develop clear brand narratives that translate complex technical capabilities into compelling value propositions, establishing market differentiation that accelerates sales cycles and attracts key stakeholders.

02

Communication Systems

We build comprehensive messaging frameworks and content architectures that ensure consistent, effective communication across all touchpoints—from sales presentations to marketing campaigns to product interfaces.

03

Visual Brand Architecture

We design distinctive visual identity systems that express your strategic positioning through cohesive brand elements, from logos and typography to comprehensive design systems that scale across all applications.

04

Brand Momentum & Campaigns

We create targeted marketing campaigns and activation strategies that convert your brand foundation into measurable business results through coordinated, multi-channel initiatives aligned with specific growth objectives.

Our People

Pete Baker

LinkedIn

Pete is the founder of FinalFinal with 20+ years experience spanning commercial photography, creative direction, design, and web development. His work includes pioneering digital projects for Sony, Miramax, and Tesla (building their first website pre-Elon). At Duo Security, Pete developed a brand framework that redefined communication in the security industry before being acquired by Cisco for $2.3b. After stints in Chicago and San Francisco, he now leads FinalFinal from Ann Arbor, where he transforms complex technical concepts into clear, compelling brands for B2B companies.

Pete Baker

LinkedIn

Pete is the founder of FinalFinal with 20+ years experience spanning commercial photography, creative direction, design, and web development. His work includes pioneering digital projects for Sony, Miramax, and Tesla (building their first website pre-Elon). At Duo Security, Pete developed a brand framework that redefined communication in the security industry before being acquired by Cisco for $2.3b. After stints in Chicago and San Francisco, he now leads FinalFinal from Ann Arbor, where he transforms complex technical concepts into clear, compelling brands for B2B companies.

Pete Baker

LinkedIn

Pete is the founder of FinalFinal with 20+ years experience spanning commercial photography, creative direction, design, and web development. His work includes pioneering digital projects for Sony, Miramax, and Tesla (building their first website pre-Elon). At Duo Security, Pete developed a brand framework that redefined communication in the security industry before being acquired by Cisco for $2.3b. After stints in Chicago and San Francisco, he now leads FinalFinal from Ann Arbor, where he transforms complex technical concepts into clear, compelling brands for B2B companies.

Ruth Facer

LinkedIn

Born and raised in Michigan, Ruth is a Partner and COO at FinalFinal with 15+ years of experience scaling high-growth tech companies. She helped Trulia from early-stage startup through IPO and $2.5B acquisition by Zillow. Ruth built marketing and brand functions at Firefly from the ground up, then directed Amazon's Automotive Brand Innovation Lab, establishing the foundation for Amazon's current car sales approach. At FinalFinal, she focuses on strategy and operations, guiding clients through the transition from technical traction to market clarity and sustainable growth.

Ruth Facer

LinkedIn

Born and raised in Michigan, Ruth is a Partner and COO at FinalFinal with 15+ years of experience scaling high-growth tech companies. She helped Trulia from early-stage startup through IPO and $2.5B acquisition by Zillow. Ruth built marketing and brand functions at Firefly from the ground up, then directed Amazon's Automotive Brand Innovation Lab, establishing the foundation for Amazon's current car sales approach. At FinalFinal, she focuses on strategy and operations, guiding clients through the transition from technical traction to market clarity and sustainable growth.

Ruth Facer

LinkedIn

Born and raised in Michigan, Ruth is a Partner and COO at FinalFinal with 15+ years of experience scaling high-growth tech companies. She helped Trulia from early-stage startup through IPO and $2.5B acquisition by Zillow. Ruth built marketing and brand functions at Firefly from the ground up, then directed Amazon's Automotive Brand Innovation Lab, establishing the foundation for Amazon's current car sales approach. At FinalFinal, she focuses on strategy and operations, guiding clients through the transition from technical traction to market clarity and sustainable growth.

Shawn Golden

Based in Detroit, Shawn is a creative director with years of experience building brands, campaigns, and product design systems across AI, fintech, retail, and animation. He developed launches and led teams at Square, Detroit Labs, and Duo, while continuing to direct animated shorts for Adult Swim. At FinalFinal, Shawn heads creative direction and mentors emerging designers through Gunner School, combining his diverse industry background to produce distinctive visual identities that drive business results.

Shawn Golden

Based in Detroit, Shawn is a creative director with years of experience building brands, campaigns, and product design systems across AI, fintech, retail, and animation. He developed launches and led teams at Square, Detroit Labs, and Duo, while continuing to direct animated shorts for Adult Swim. At FinalFinal, Shawn heads creative direction and mentors emerging designers through Gunner School, combining his diverse industry background to produce distinctive visual identities that drive business results.

Shawn Golden

Based in Detroit, Shawn is a creative director with years of experience building brands, campaigns, and product design systems across AI, fintech, retail, and animation. He developed launches and led teams at Square, Detroit Labs, and Duo, while continuing to direct animated shorts for Adult Swim. At FinalFinal, Shawn heads creative direction and mentors emerging designers through Gunner School, combining his diverse industry background to produce distinctive visual identities that drive business results.

Our Team

We build teams to fit the work, not the other way around.

Our core team leads every engagement, but when a project calls for deeper bench strength, we tap into a trusted network of collaborators: designers, writers, researchers, developers, and producers we've worked with before and trust to deliver. For a brand sprint, it might be a lean, fast-moving trio. For a complex rollout, we’ll scale up with dedicated PMs, producers, or channel-specific creatives.

This modular model keeps us agile, avoids unnecessary overhead, and ensures each project gets exactly what it needs — no more, no less. It’s how we stay focused, flexible, and able to deliver thoughtful, high-quality work without passing along our overhead.

Have a need?

Let's have a chat about it

Get in touch

Have a need?

Let's have a chat about it

Get in touch

Have a need?

Let's have a chat about it

Get in touch