Family Office

What Family Office does

Family Office is a New York-based boutique design and branding firm founded in 2024 by Diego Segura, operating as The Office of Diego Segura LLC d/b/a Family Office from 401 Broadway, Suite 910. The firm delivers brand identity design, UI/UX design, brand strategy and writing, company naming, and recruiting services to a client base that spans venture-backed startups and established consumer brands. Disclosed engagements include the L'eggs heritage brand transformation, Scope3's brand identity evolution alongside its agentic AI product launch, Sei Development Foundation's US launch, Lockchain's institutional crypto risk management brand, Halo's AI-native healthcare platform, and naming/identity work for Ditto, Devotion, Bonside, Mecado, and Lore.

The firm operates as a pure professional services practice with no proprietary technology platform; deliverables are produced using industry-standard creative tools, with Framer supporting its own web presence. Its go-to-market is entirely referral-based — the firm has grown to a team of four (Diego Segura, David Fetherston, Roan Collom, William Hsu) through word-of-mouth from serial entrepreneurs, venture investors, and prior clients, with no paid demand generation. Diego Segura's training under Brian Collins and Leland Maschmeyer at Collins (the brand transformation firm), combined with his prior experience founding and operating venture-backed software companies, underwrites the firm's positioning as a strategic voice on design decisions at the company-positioning level rather than purely an execution shop.

Revenue is generated through custom-quoted project engagements, with naming projects billed weekly over a 3–6 week process. The firm extends its brand beyond client work through the Terms-Eccles annual Tax Day event in Lower Manhattan (which convenes financial and cultural figures), a curated portfolio website, an Are.na channel, and an active Instagram and LinkedIn presence. Published strategic letters under Diego Segura's byline — including 'The New Office' (2023), 'Six Months In' (June 2024), 'Table Stakes' (July 2025), and 'The Other Shore' (December 2025) — function as thought leadership and document the firm's evolution.

Name

Family Office

Legal name

The Office of Diego Segura LLC

Website

https://familyoffice.is

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

1–10 employees

Short description

Family Office is a New York-based boutique design firm founded in 2024 that delivers brand identity design, UI/UX design, brand strategy and writing, naming, and recruiting services to venture-backed startups and established consumer brands.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Brand Identity & Design Services: Boutique design firm revenue derived from client engagements for brand identity design, UI/UX design, website design, art direction, and strategic brand consulting. Projects span brand transformation, new brand creation, and rebranding initiatives. Billing is done on a weekly basis for naming projects (3–6 weeks depending on bureaucracy).

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Family Office is a boutique design and branding firm that designs brand identities (logos, typography, color systems), crafts user interfaces and product UI/UX, writes company-defining essays, manifestos, and brand strategy documents, and provides naming services for companies. The firm serves startups, venture-backed software companies, and established consumer brands through direct project-based engagements.

Product overview

Family Office is a design and branding firm (not a generational wealth fund) that offers brand identity design, UI/UX design, brand strategy and writing services, naming services, and recruiting services for designers. The firm operates as a service-based design practice rather than a software product company, providing strategic design services to startups and established companies across various industries including crypto/blockchain, ad tech, consumer brands, and software platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Identity Design

Quantifiable outcome

• Transformed product lines, guided startups through major pivots, and provided manifestos foundational to early and late-stage firms
• +1 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor.

• Slow RodeominorStrategic or Co-development PartnerOccasionally works alongside other firms and independent designers to service clients together. Slow Rodeo is one of the firms Family Office has collaborated with on client projects.
• CobbcominorStrategic or Co-development PartnerOccasionally works alongside other firms and independent designers to service clients together. Cobbco has collaborated with Family Office on client projects, including the L'eggs brand transformation where Britt Cobb contributed typography expertise.
• Studio FreightminorStrategic or Co-development PartnerOccasionally works alongside other firms and independent designers to service clients together. Studio Freight is listed as a collaborative partner for joint client servicing.
• Off BrandminorStrategic or Co-development PartnerOccasionally works alongside other firms and independent designers to service clients together. Off Brand studio has partnered with Family Office on client projects.
• Daisy ChainminorStrategic or Co-development PartnerCommissioned by Family Office to create a series of custom-modelled geometries for the Mecado brand identity system, highlighting the power of the Vulcan AI co-pilot software.
• Shay Johnson StudiominorStrategic or Co-development PartnerCreative production partner on the L'eggs brand transformation shoot, handling creative production challenges for the iconic American brand rebrand campaign.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Porto Rocha: Independent brand design agency founded by Leo Porto, Diego's mentor at COLLINS. Named 2023 Design Agency of the Year. Operates in the same boutique strategic brand identity space with comparable venture/startup and enterprise client mix.
• Studio Mast: Independent brand and design studio serving venture-backed technology companies. Competes for similar high-growth software and AI clients in the brand identity and design system space.
• Manual: Boutique brand and design agency serving tech-forward companies. Comparable service offering (brand identity, positioning, digital design) and similar client profile of venture-backed and enterprise technology firms.
• Koto Studio: Independent brand agency known for tech and startup branding (including early work with Airbnb and Discord). Comparable in scope of brand identity, naming, and strategy work, and competes for similar venture-backed software clients.
• Order: Independent brand and digital design agency working with consumer and tech clients. Overlaps on brand identity, naming, and strategy engagements for growth-stage companies.
• Off Brand: Independent design studio that has collaborated with Family Office on client engagements. Operates in the same boutique brand identity and design space and is a likely co-bidder or referral partner for similar projects.

Broad incumbents

• Winkreative: Brand strategy and design agency founded by Tyler Brûlé, with established luxury, travel, and lifestyle client base. Comparable in combining strategy writing, brand identity, and editorial sensibility, though more established globally.
• COLLINS: Global brand transformation firm where Family Office founder Diego Segura trained under Brian Collins and Leland Maschmeyer. Direct spiritual ancestor and most established peer — operates at significantly larger scale across enterprise rebrands, with the same strategy + design integration ethos Family Office emulates.
• Pentagram: The largest independent design firm, with dozens of partners and global reach. Overlaps heavily on brand identity, naming, and strategy for both startups and established enterprises, though at materially greater scale and process maturity than Family Office.

Regional players

• Bureau Borsche: Munich-based independent design studio known for cultural and corporate identity work. Comparable on craft-led brand identity and typographic design, though primarily serves European clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/family-office-new-york
• Instagraminstagram.com/familyoffice.is

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Family Office