About

After ten years of watching great companies get in their own way,
we started our own.

We'd seen it from the inside: great companies that could ship product but couldn't ship the brand to match. The talent was there, the taste was there, but the systems around the work kept watering it down.

Sunny Side Up is built to close that gap: an embedded creative team that runs brand, design, and go-to-market alongside your team, with the systems that let great work actually ship.

For B2B SaaS founders who are too fast for an agency, too lean for a full in-house creative team, and serious about brand as a function.

Deveney
Williams
Founder & Chief Executive Officer

Deveney spent the last decade inside fintech, cybersecurity, and enterprise media, building brand systems for industries where trust isn't a vibe and the work has to hold up under real scrutiny. She is a systems thinker with a creative eye, equally fluent in positioning architecture and the messy, in-the-weeds operational work that turns strategy into something a company can actually run.

Social Media Strategist, Acronis
Visual Storyteller, Fannie Mae
M.A. Journalism, Georgetown University
LinkedIn
Deveney Williams, Founder & CEO
Ahmed Rashad, Head of Brand & Design Strategy
Ahmed
Rashad
Head of Brand & Design Strategy

15+ years of design and product leadership, from brand strategy and AI-driven product work to AI-augmented systems that change how work gets done. Experience spans B2B, DTC, e-commerce, and fintech.

Sr. Manager, Product Design, Wayfair
Sr. Product Design Lead, Fannie Mae
AI Consulting, Workforce Architecture
LinkedIn
What We Believe
01
Embed or stop pretending
Most agencies talk about partnership; few are structured for it. You can't build a brand from the outside looking in.
02
Positioning is the only asset
Every deliverable is a downstream artifact of positioning. If the positioning is wrong, every asset is wrong.
03
The system is the real work
A great identity dies in a bad operating system. We build the systems that let the work survive.
Let's talk

The first conversation

costs nothing.

Thirty minutes, no pitch deck. We'll listen to where the brand is, where the company's headed, and whether an embedded model is even the right call for you. If it's not, we'll say so.

Book a discovery call