All True

Voice is the most natural way for humans to connect with one another. Why shouldn’t the same be true of our technology? Subtle is building a voice-first computing experience that works at any volume and in any environment.

We helped Subtle establish their visual identity with the goal of positioning Subtle as an innovator focused on making practical voice-driven solutions that are intuitive in practice and imaginative in possibility. We wanted the user to feel like they had gained a super power, and built a brand to reflect that. We extended this identity into a website design that feels both industrious and intuitive.

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Last month, Jesse presented at with a talk called “The Small Studio Operating System.” It was a transparent look at the tools and processes we use to do goal-setting, tracking, and reporting at All True.

Before using these, we struggled to pay ourselves consistently and stagnated for years. We can’t say we grew 3x in 2 years just because of this operating system, but it definitely didn’t not help.

We included an overview and blank copies of our tracking and reporting templates in our 2025 Report (linkedin in our profile) in the “Addendum” section at the end. If you want to hear a recording of this talk, send us a DM.

It’s a gift to be able to do this for a living and we hope sharing what we’ve learned helps improve the resilience of others with the same dream of independent creative work.

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Last look at our work with ☀️ Full case study on our site.

If you’re in the Bay Area, try out the Focal experience at local spots like or .

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