From Myth to Method. Reframing Revenue Operations Through Design
From Myth to Method. Reframing Revenue Operations Through Design
Client
Haris Odobasic & Zhenya Bankouski
Sector
RevOps & Go-To-Market Consulting Services
Services
Strategic positioning, concept development,
visual identity, design system & website
Revenue Wizards helps B2B SaaS companies align sales, marketing, and customer success. The work is technical, operational, and consequential but the brand described its effect as magic.
Studio Lenz approached the rebrand as a problem of understanding, not appearance. We immersed ourselves in the mechanics of Revenue Operations, found the physical law underneath the service, and built the company around one clear metaphor: the pendulum.
The idea became the identity, the website, the logic of the brand system, and later the title and structure of the founder's book.
Revenue Wizards helps B2B SaaS companies align sales, marketing, and customer success. The work is technical, operational, and consequential but the brand described its effect as magic.
Studio Lenz approached the rebrand as a problem of understanding, not appearance. We immersed ourselves in the mechanics of Revenue Operations, found the physical law underneath the service, and built the company around one clear metaphor: the pendulum.
The idea became the identity, the website, the logic of the brand system, and later the title and structure of the founder's book.
Before/After
Challenge
Challenge
Growth isn't magic.
It's momentum.
Growth isn't magic.
It's momentum.
Idea
RevOps is often misunderstood and difficult to explain. When it works, revenue climbs. When it fails, the loss surfaces somewhere else entirely.
Haris & Zhenya understood this better than most - operators who had scaled revenue from €10M to €2B. The depth was real. The brand was the only part that didn't show it: the language of wizards and magic was memorable, but it undersold what they actually did.
This was not a visual refresh. It was the search for a story that could explain the business to anyone.
RevOps is often misunderstood and difficult to explain. When it works, revenue climbs. When it fails, the loss surfaces somewhere else entirely.
Haris & Zhenya understood this better than most - operators who had scaled revenue from €10M to €2B. The depth was real. The brand was the only part that didn't show it: the language of wizards and magic was memorable, but it undersold what they actually did.
This was not a visual refresh. It was the search for a story that could explain the business to anyone.
6
6
6
Research
Research
Understanding
before designing.
Understanding
before designing.
Idea
The engagement started small: fix the website and an advent social campaign. An audit changed the scope. The website wasn't the problem - the story was.
Rather than send the client into rounds of workshops, we took the learning on ourselves. We studied how Revenue Operations connects sales, marketing, and customer success, where momentum leaks, and which ideas matter to the people accountable for growth.
The depth happened behind the scenes.
The engagement started small: fix the website and an advent social campaign. An audit changed the scope. The website wasn't the problem - the story was.
Rather than send the client into rounds of workshops, we took the learning on ourselves. We studied how Revenue Operations connects sales, marketing, and customer success, where momentum leaks, and which ideas matter to the people accountable for growth.
The depth happened behind the scenes.
Idea
Idea
Energy is never lost,
only transferred.
Energy is never lost,
only transferred.
Idea
RevOps works just like a Newton's cradle. In theory the swing is a closed loop, energy passing cleanly from one sphere to the next. In practice it leaks - and in business the leaks are misaligned teams, broken handoffs, and disconnected systems that redirect momentum away from revenue.
The metaphor made an invisible service observable. Suddenly Revenue Operations could be explained to anyone in plain terms. It now anchors the firm's online course, taught to operators from first-time founders to teams at companies such as Adobe.
RevOps works just like a Newton's cradle. In theory the swing is a closed loop, energy passing cleanly from one sphere to the next. In practice it leaks - and in business the leaks are misaligned teams, broken handoffs, and disconnected systems that redirect momentum away from revenue.
The metaphor made an invisible service observable. Suddenly Revenue Operations could be explained to anyone in plain terms. It now anchors the firm's online course, taught to operators from first-time founders to teams at companies such as Adobe.
Book
Book
The pendulum isn't just the logo.
It's the proof of work.
The pendulum isn't just the logo.
It's the proof of work.
Idea
The metaphor born in the identity work became the title, cover, and structure of Haris Odobasic's book, The RevOps Pendulum.
That progression is the point. A campaign idea entertains for a season; a durable concept keeps working — it could explain the consultancy, organise a methodology, carry a whole publication, and still stay instantly recognisable.
The metaphor born in the identity work became the title, cover, and structure of Haris Odobasic's book, The RevOps Pendulum.
That progression is the point. A campaign idea entertains for a season; a durable concept keeps working — it could explain the consultancy, organise a methodology, carry a whole publication, and still stay instantly recognisable.
Haris Odobasic (Founder & Author)
Haris Odobasic (Founder & Author)
"Sometimes, it takes an outsider to come up with a brilliant solution."
"Sometimes, it takes an outsider to come up with a brilliant solution."
Identity
The mark reduces the pendulum to its geometry: spheres in sequence, force in transfer. Because the identity grew out of a working metaphor, no decision needed a rationale invented after the fact. Rhythm, balance, and colour all follow from the concept.
And because a cradle works with any number of spheres, the geometry mirrors the firm's capacity to add services without breaking form.
The design is distinctive because the idea was specific.
How we work
How we work
Most of the work
you'll never see.
Most of the work
you'll never see.
Identity
The visible outcome was a complete brand system. The quieter outcome was a lighter load for the client. We learned the category well enough to contribute rather than receive instruction - reducing complexity into a clear recommendation and carrying the detail until the system could stand on its own.
That is our standard: Clients should be able to share what they know, make the decisions only they can make, and trust us to do the rest.
The visible outcome was a complete brand system. The quieter outcome was a lighter load for the client. We learned the category well enough to contribute rather than receive instruction - reducing complexity into a clear recommendation and carrying the detail until the system could stand on its own.
That is our standard: Clients should be able to share what they know, make the decisions only they can make, and trust us to do the rest.
Have a brand that undersells the work?
If your business is strong but hard to explain, Studio Lenz will help you find the one idea that makes everything after it clearer.
If your business is strong but hard to explain, Studio Lenz will help you find the one idea that makes everything after it clearer.
See our work for Mirador de Izki
See our work for Mirador de Izki
Studio Lenz © 2026
Branding, Websites, and Digital Design for Founders
Based in Lisbon. Operating Globally.
Branding, Websites, and Digital Design for Founders
Based in Lisbon. Operating Globally.
Branding, Websites, and Digital Design for Founders
Based in Lisbon. Operating Globally.
Branding, Websites, and Digital Design for Founders
Based in Lisbon.
Operating Globally.