Marit Halvorsen
Founder & Strategy Lead
About Signalform
Fourteen people, one argument — followed all the way through.
Signalform is an independent, founder-led studio in Berlin. We don’t hand a brand’s position to four different vendors and hope it survives the trip — we carry it from strategy to shipped interface, ourselves.
Est. 2016
Berlin
14 people
Independent
No. 03 — The walk between the argument and the artifact
Berlin · 2025
Who is Signalform
Independent since 2016
Founded in 2016 in Berlin, Signalform is an independent, founder-led studio — no network, no holding company. Fourteen people work full-time, plus specialist photography and development collaborators when a project calls for it.
We stay this size on purpose: a team of fourteen can follow a project from strategy to shipped code without passing it through six different hands. A large network can’t promise that.
Until it holds on a landing page, a package and a sales pitch, a brand position is still only an intention.
We don’t deliver concepts that feel right in a deck. We deliver a sentence a stranger can repeat back after seeing it once — and prove it on at least one real surface before we call it finished.
What we do · How we work
The Signal Path.
Four practices, one team
01
Strategy · Signal
We turn a founder’s argument into one sentence a stranger can repeat back — then test it against three real moments.
Decision
The single claim the brand will defend, and who it’s for.
Deliverable
A one-page Position Brief — claim, audience, three proofs — signed off before design starts.
02
Brand Systems · Direction
We build identity as one working system — type, color, imagery, voice — and prove it holds on a can, a hang tag or a homepage.
Decision
Which visual and verbal rules hold on every surface.
Deliverable
A closed brand system applied to three real pieces — not concepts.
03
Digital Experiences · System
We design the site around the visitor’s next decision, not our sitemap — and ship it as production interface.
Decision
The one action a visitor should take on each key page.
Deliverable
A shipped page or flow, instrumented to measure whether that action happens.
04
Growth · Momentum
We run one measured channel at a time, comparing the same eight-week window before and after.
Decision
Which channel or message gets kept, cut or scaled.
Deliverable
A results report with an explicit recommendation — keep, cut or scale.
The record
Ten years, in order.
2016
Three people, one client and a rented room above a print shop.
2019
First engagement carried end to end — position, system, shipped site.
2021
Studio moves to Mitte. Development comes in-house; the handoffs stop.
2023
Growth practice added. Every project now closes on a measured window.
2025
Aster ships — a three-flavor range with one story. Fourteen people, still independent.
The team
The people who actually do it.
Four of fourteen
Jonas Weyer
Partner, Brand Systems
Ines Carvalho
Director, Digital Experiences
Lukas Brenner
Director, Growth
Fit
Who this is for
Founder-led brands with a product or service already in market and paying customers — not an idea at the concept stage. A funding round to close, a category to defend, a season that won’t repeat.
Who this isn’t for
Large companies that need a rebrand approved by committee. Brands after an agency of record to run paid media indefinitely. Pre-product startups still deciding what they sell. Anyone after a nice moodboard with nothing to publish, print or measure.
Start here
Your next move starts as one sentence.
Marit reads every first email herself. Send the sentence you’d want a stranger to repeat back — she’ll tell you what’s missing from it.
Marit Halvorsen
Founder & Strategy Lead