What Alice does

Alice (Alice LLC) is a Los Angeles-headquartered design and technology firm founded in 2016, operating as a boutique professional-services studio with fewer than 10 employees and a secondary office in New York. The company delivers four integrated service lines: Brand Identity (strategy, naming, visual identity, guidelines and toolkits), User Experience (research, information architecture, interaction and content design, prototyping), Creative Technology (technical architecture, front-end development, CMS and content modeling, design system implementation, agentic workflow design and governance, QA), and Change Management (stakeholder alignment, training, delivery management). Engagements are project-based or retainer, executed through a 'radical collaboration' model in which Alice embeds as part of the client team rather than operating as a traditional external agency.

Alice's client base is enterprise-weighted and vertical-diverse, with documented work for Lucid Motors (automotive infotainment and companion app), Elsevier (academic publishing), Northern Trust (financial services), Semrush (marketing software), Joy 101/Hoda Kotb (consumer wellness mobile app, built on a Contentful personalization backbone), Pendulum (gut health brand identity, tied to a Mayo Clinic partnership), and EyePromise (unified brand and Shopify/NetSuite-integrated commerce platform consolidating three eye-care brands). Go-to-market is direct and consultative: enterprise buyers initiate contact via the website, and projects are scoped quote-based; no self-serve channel or productized offering exists. Revenue is generated entirely through professional services fees; no pricing, ARR, or revenue figures are publicly disclosed.

The firm is founder-led, with a four-person executive team — Nicole Kwan Leighton (Chief Client Officer), Paul Woods (Chief Design Officer, AIGA LA president and best-selling author), Christian Titze (Chief Strategy Officer, REBRAND/iF Design/Google Play Award winner), and Bert Vermeire (Chief Technology Officer, industrial designer turned systems builder). Alice uses third-party platforms (Contentful, Shopify, NetSuite, MailChimp) as the technological foundation for client work rather than building proprietary platform IP, and maintains a multi-channel marketing approach anchored in case studies, thought leadership, earned media, LinkedIn, and a MailChimp newsletter.

Name

Alice

Legal name

Alice LLC

Website

https://alice.inc

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Alice is a Los Angeles- and New York-based boutique design and technology firm founded in 2016, serving enterprise clients across automotive, healthcare, publishing, financial services, and consumer wellness with brand identity, user experience, creative technology, and change management services.

Ownership category

akta.pro rank

Product category

Design and Technology Professional Services

NAICS

Graphic Design Services (541430), Custom Computer Programming Services (541511)

SIC

Services-Advertising Agencies (7311), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)

Keywords

• Brand identity design
• User experience design
• Creative technology services
• Design system implementation
• Digital product strategy

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Professional Services (Brand & Digital): Alice generates revenue through professional services engagements including brand identity design, user experience design, creative technology development, and change management consulting. Engagements appear to be project-based or retainer arrangements with enterprise clients seeking digital transformation and brand development services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Alice is a design and technology services firm that delivers brand identity systems, user experience design, creative technology engineering, and change management for enterprise organizations. The firm embeds as an integrated team with ambitious clients to build brand meaning, digital products, and platforms that take hold inside organizations.

Product overview

Alice is a design and technology services company that offers four core service lines: Brand Identity (strategy, naming, visual identity, guidelines), User Experience (research, design, prototyping), Creative Technology (engineering, CMS, design systems, agentic workflow), and Change Management (stakeholder alignment, training, delivery). Alice does not appear to offer a unified software product or platform; rather, it provides professional services executed as client projects. Notable client projects documented on their site include Joy 101 (a wellbeing app for Hoda Kotb built on Contentful), Pendulum (gut health brand identity), EyePromise (unified ecommerce and brand platform built on Shopify integrated with NetSuite), and Lucid Motors (in-car infotainment and companion app experience).

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Identity

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• Mayo ClinicflagshipStrategic or Co-development PartnerPendulum (Alice client) partnered with Mayo Clinic to co-develop the first consumer microbiome scientific registry, advancing microbiome research while exploring new treatments and applications for metabolic health. This collaboration provides clinical credibility and supports Pendulum's brand positioning as the first consumer microbiome company with Mayo Clinic affiliation.
• ContentfulcoreTechnology or IntegrationContentful provides the structured content backbone for Joy 101's scalable personalization ecosystem, enabling diverse formats, creators, and editorial inputs to be modeled, enriched, and delivered across channels. Paired with a personalization engine to match content to individual member needs and preferences.
• ShopifycoreTechnology or IntegrationShopify serves as the unified ecommerce platform foundation for EyePromise's digital experience, integrated with NetSuite ERP. Supports consumer ecommerce and tools for eye care professionals in a consolidated single platform.
• NetSuite ERPcoreTechnology or IntegrationNetSuite ERP integration with Shopify-based ecommerce platform for EyePromise, providing unified platform infrastructure supporting consumer ecommerce and professional tools.

Scale indicators2 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• Huge: Design and technology agency offering brand, experience design, and digital product engineering for enterprise clients. Directly comparable to Alice's integrated brand-UX-technology offering and enterprise client roster.
• Work & Co: Digital product agency designing and engineering flagship digital products and ecommerce experiences for brands. Directly comparable to Alice's digital product and creative technology work for clients like EyePromise and Joy 101.
• Pentagram: Partner-led design firm specializing in brand identity, graphic design, and digital experience. Closely comparable to Alice's brand identity and design-led positioning, with a similarly partner-driven, award-winning creative culture.
• Instrument: Independent brand and creative technology agency offering identity, digital product, and integrated marketing services. Comparable to Alice's enterprise brand-and-product offering and similar high-profile client portfolio.
• Ustwo: Global digital product studio combining design and engineering across apps, brand, and ventures. Comparable to Alice's blend of brand identity, UX design, and creative technology implementation.
• Fantasy: Creative technology and interactive design studio building digital brand experiences and applications. Directly comparable to Alice's Creative Technology and digital experience work for ambitious consumer-facing clients.
• frog (formerly Frog Design): Global design and innovation firm (now part of Capgemini Engineering) offering brand, product, and technology services. Comparable to Alice as a multidisciplinary design+tech firm serving ambitious enterprise and consumer clients.
• R/GA: Global creative technology agency delivering brand, product, and marketing innovation for enterprise clients (Nike, Google, etc.). Directly comparable to Alice's Creative Technology and UX capabilities, especially around content ecosystems and agentic/AI-enabled experiences.
• IDEO: Pioneering global design consultancy offering brand strategy, experience design, and creative technology across enterprise and consumer clients. Directly comparable to Alice as a multidisciplinary design firm working with ambitious organizations on integrated brand-to-product engagements.

Broad incumbents

• Method (now part of GlobalLogic): Global design and engineering consultancy (acquired by GlobalLogic) offering experience design, brand, and product engineering at greater scale than Alice. Comparable as a broader incumbent in the same enterprise design+tech services category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/follow-alice

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 Alice