Welcome to The Identity Dept.
Our mandate: ensure compliance with The No Shit Brands Act (2018). We build brands that say something real, move with intent, and leave no trace of corporate beige.
Who’s Running This Dept anyway?
Me. I am. Liv Steigrad. Behavioural strategist, copywriter, aspiring handbalancer, and founder of The Identity Dept.
Officially, I specialise in high-return identity overhauls: applying psychology, strategy, and the occasional dry joke to bring brands back from the brink of irrelevance. Unofficially, I enforce compliance with the No Shit Brands Act (2018).
I don’t just make brands sound good. I make them sound human. Clear, confident, and compelling– the kind of messaging that attracts better-fit clients, sharpens your positioning, and makes showing up online less of a chore.
My background in psychology means I know why people buy, why they tune out, and why most brand messaging fails.
(Spoiler: it’s rarely the offer. It’s how it’s framed.)
Over the past decade, I’ve worked with:
GROWTH-DRIVEN FOUNDERS
CREATIVES
CONSULTANTS
VALUES-LED BUSINESSES
and they’ve all hit the same wall: they’ve outgrown their DIY branding. They don’t need another template or one-size-fits-all course.
They need strategy that fits, and words they’ll actually use.
That’s where The Identity Dept comes in.
The Dept’s directiveS
Every department runs on policy. Ours just happen to be ones that make you money.
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Ideal scenario: design and copy work together to thoroughly, thoughtfully communicate a strategic brand. But design is decoration if the message underneath is hollow. Words drive connection, trust, and conversion.
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Trying to appeal to everyone makes you invisible. The brands that win are the ones willing to sound different.
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If your copy feels off, it’s not a failure, it’s a sign you’ve grown. Brands should evolve as fast as their founders.
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People connect with brands that feel alive, not sterile. If your tone feels like a PowerPoint deck, we need to talk.
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If you need a decoder ring to use your brand guide, it’s not strategy. It’s theatre.
How this dept was formed
Every department starts with a motive. Mine was simple: I was sick of brands that were superficially pretty but didn’t actually work. Or that were deeply strategic, and delivered in a way that rendered them useless.
I began in psychology, studying why people do what they do, how they make decisions, and what actually shifts behaviour.
Useful.
But I kept seeing the same thing in business: brands ignoring psychology, chasing trends, and wondering why nothing stuck.
So I crossed over from behavioural theory to brand strategy. From research papers to websites, sales pages, and messaging systems.
What I found was predictable: most “strategy” out there wasn’t strategy at all. It was jargon, theatre, or pretty visuals with no substance underneath. Brands were paying five figures for decks they couldn’t use.
The Identity Dept was created to fix that.
Think of it as an internal affairs division for brands: interrogating the gaps, translating the psychology, and rebuilding the identity so it actually works in the real world.
Ready for your identity evolution?
The Identity Dept exists to take you there. With space to explore, strategy you’ll actually use, and a process that values clarity over chaos, your brand finally gets to sound like you. Sharper, stronger, and ready for what’s next.
Because clarity beats another round of “winging it.”