I transform generic companies into impossible-to-ignore brands
I'm a digital authenticity architect
hi, I’m Lau Yamazaki. I have 30+ years creating digital experiences for companies like Xometry, Rivian, NTT Data, and Viasat. now I help leaders and companies discover their unique authenticity through proprietary SOUL/IAM methodology.
the successful but invisible company paradox
we are living through a silent epidemic: brilliant leaders who appear generic online and valuable companies that are digitally invisible.
leaders
companies
leaders
your social media presence doesn’t reflect your real leadership
you struggle to explain what makes you different
opportunities pass by unnoticed because you’re ‘just another one’
companies
you lead a profitable company, but clients struggle to explain what makes you unique
your product is excellent, but you feel like just another player in the digital market
your team is talented, but your brand doesn’t reflect the quality of what you deliver
73% of B2B companies are digitally indistinguishable from competitors,
losing $2.3 trillion in differentiation opportunities
not traditional branding or common UX consulting. it’s an archaeological discovery system of organizational soul and its manifestation through authentic digital experiences
identity architecture method
what it is:
a methodology for executives, CEOs and leaders who need to align their digital presence with their authentic leadership. we start with your “I AM” statements – who you really are as a leader – and architect systems to manifest this identity consistently.
who it’s for:
- CEOs who are the face of the company
- executives in career transition
- founders who need to build personal authority
- leaders whose digital presence doesn’t reflect their real impact
process:
- identity architecture: we discover who you authentically are as a leader
- authenticity alignment: we audit where your current presence doesn’t reflect this truth
- manifestation systems: we create systems to express your authentic identity
result:
leadership presence that naturally attracts the right opportunities
corporate authenticity framework
what it is:
a methodology for companies that know they have something special but struggle to digitally express their true “soul.” we discover the authentic essence of the organization and create systems to manifest it across all touchpoints.
who it’s for:
- companies that feel generic despite being unique
- organizations where employees struggle to explain “what makes us special”
- companies that have grown but lost identity in the process
- organizations that want differentiation impossible to copy
process:
- soul discovery: archaeological excavation of organizational essence
- organizational alignment: coherence audit between soul and practices
- unified expression: authentic digital manifestation systems
- living legacy: frameworks to maintain authenticity during growth
result:
authentic organizational identity that attracts the ideal client profile and aligned talent
it’s not “only design”
it’s the architecture of the digital soul
- ux strategy
- information architecture
- user flow optimization
- business design
- digital product structure
- customer experience design
- user engagement strategy
- digital customer journey
- conversion rate optimization
- interaction design services
- brand positioning strategy
- brand identity development
- corporate messaging framework
- competitive brand analysis
- brand perception research
+700
projects done
+200
clients
30+
years experience with digital media
+20
countries
15
international awards
+1.8k
mentees and alumni
"why should i trust you?"
you don’t need to. but these and many others did:
there are dozens of testimonials.
i believe 6 are enough
Egan Schulz
Executive Design Leader – Apple, Rivian, PayPal, Siemens, Snowflake
When we needed additional support on our Design Team at Rivian Lau came in as an agency resource. Very quickly Lau got up to speed on rather complex tasks and was able to contribute wonderful design work almost immediately.
Through a multi-tiered design methodology, Lau very quickly became a model of what I like to see in my team members.
He’s who you want working in collaborative environments. In his work Lau achieved substantial cost savings and impressive ROI, standing out in our organization amidst challenging times. All of these great attributes would be for naught if he weren’t also reliable … and you can always count on Lau to under promise and over deliver.
Kamren Zorgdrager
VP of Application Development@ Judge Consulting Group
Lau was an invaluable asset to our team during the development of our internal platform. His comprehensive approach involved conducting thorough research interviews with both internal and external stakeholders, ensuring our product design was aligned with our strategic goals.
With a keen focus on product intent, his contributions were instrumental in enhancing our operational efficiency and culminated in the creation of an aesthetically pleasing and functional product.
His professionalism and ability to engage with key clients confidently make him a standout candidate for any future engagements.
Paul Heisig
Product and Technology Leader
Working with Lau was a fantastic experience.
I found him a professional with great experience and profound knowledge of design and technical implementations.
He is a creative UX designer and has great relations with company clients and software engineering teams.
He is reliable, forward-thinking, and an inspiring team player.
Jéssica Willveit
Black belt Lean Six Sigma/ Project Manager
Lau is an exceptional professional, having demonstrated not only a mastery of soft skills, but also an above-average technical mastery.
During the time we worked together, he was always willing to contribute to the team members, delivering excellent work.
I have no hesitation in recommending Laert as one of the best UX professionals I have ever had the opportunity to work with!
Rana Nasser
Executive Design Leader – Apple, Rivian, PayPal, Siemens, Snowflake
I recently had the privilege of being mentored by Lau, and I cannot overstate the profound impact his guidance had on my journey into the world of UX Design.
From the outset, it was evident that this was not going to be a conventional mentorship; rather, it was a transformative experience that reshaped not only my approach to UX design but also my perception os myself as a professional.
Denis Okabayashi
Lead Product Designer | UX Strategist | Data-Driven Innovator
I had the privilege of working with Lau during this period of significant industry turbulence.
As our peer, Lau played a pivotal role, achieving substantial cost savings and impressive ROI, standing out our division amidst these challenging times.
I highly endorse him as one of the most talented and experienced UX Designers I’ve ever met.
It has been an honor and a rewarding experience of true collaboration and learning alongside him.
how we transform your company in 90 days
strategic diagnostic
(weeks 1-2)
organizational archaeology to discover your authentic soul
identity architecture
(weeks 3-6)
development of personalized SOUL/IAM frameworks
manifestation design
(weeks 7-10)
creation of authentic digital expression systems
implementation and refinement
(weeks 11-12)
complete activation and results-based optimization
ready to discover your unique authenticity?
the question isn’t whether you need organizational authenticity. the question is: how much longer can you afford to be inauthentic?
leaders
companies
leaders
by applying the IAM methodology, you gain the confidence you need to become a leader admired by everyone.
companies
your customers will have a clear understanding of what makes you unique to them.
the result is unmistakable authenticity and the attraction of talent aligned with the company’s culture.
the current mission:
Help 1000 leaders and 100 companies discover their unique authenticity by 2030
results that speak for themselves
still having questions?
how do you guarantee you're not just another UX consultancy?
traditional UX focuses on making interfaces work better. I architect authentic identity first, then build interfaces that express who you really are. it’s the difference between decoration and DNA. We don’t start with wireframes – we start with archaeological discovery of your organizational soul, then manifest that truth through every digital touchpoint.
what's the real differential of the SOUL/IAM methodology?
SOUL discovers your organizational authenticity through systematic archaeology – uncovering what makes your company genuinely unique.
IAM architects the digital presence for leaders and how that authentic identity manifests through interfaces and digital touchpoints. no other consultancy combines identity psychology with interface architecture.
we’re not improving what exists; we’re building from your authentic core outward.
how long does it take to see measurable results?
immediate impact: clarity on authentic identity within 2-4 weeks
visible changes: new digital expression systems within 6-8 weeks
measurable business results: 40-80% improvement in brand recognition within 3-6 months
ROI positive: typically 6-12 months with sustained competitive advantage.
(these results are averages. they may vary depending on each client’s context and their implementation effort and availability.)
how does the SOUL implementation process work?
SOUL follows four distinct phases over 90 days using a mountain climbing analogy:
phase 1: soul discovery (weeks 1-8)
archaeological excavation of your organization’s authentic essence. we analyze historical decision moments, conduct deep leadership interviews, and uncover the true values that guide difficult choices – not aspirational wall posters, but the actual soul that pulses through your organization.
phase 2: organizational alignment (weeks 9-14)
audit every digital/online organizational aspect against your discovered soul. we evaluate hiring processes, product decisions, internal culture, and crisis responses to identify where you’re living authentically versus where incoherence exists.
phase 3: unified expression (weeks 15-22)
architect how your authentic soul manifests consistently across all digital touchpoints. every interface, communication, and customer experience becomes a natural expression of your organizational essence.
phase 4: living legacy (weeks 23-26)
create systems to maintain authenticity as you evolve. implement soul-based decision frameworks, authentic onboarding processes, and coherence metrics that measure organizational alignment alongside financial success.
requires full C-level commitment, involves systematic organizational participation, delivers sustainable authenticity transformation impossible for competitors to replicate.
what type of company benefits most?
Companies with something special but struggling to express it digitally. You’re profitable and talented, but your digital presence feels generic. Your clients know you’re good but can’t easily explain what makes you unique. You have substance but lack distinctive digital expression.
how do you measure success and ROI?
Authenticity metrics: Brand recognition improvement, differentiation from competitors, internal alignment
Business metrics: Conversion rates, premium pricing acceptance, sales cycle reduction
Digital metrics: Engagement, time on site, qualified lead generation
Tangible outcomes: Average clients see 40-80% improvement in brand recognition and positive ROI within 6-12 months
These results are averages. They may vary depending on each client’s context and their implementation effort and availability.
for the last years i’ve been working as founder, consultant, contractor for companies in Brazil and abroad:
• founder / digital authenticity architect @ nomad labs – BR
• design executive @ chiefs.group – BR
• lead product designer @ devready – US
• user experience lead @ viasat – US
• product design lead na ntt data – JP
• senior product designer @ xometry – US
• senior ux/ui designer @ rivian – US
• creative director @ ideia 3 digital – BR
• 30 year of experience with digitla media
• 20 year of experience as a mentor/professor/consultant
• 700+ projects created for clients in Brazil and abroad
• local and international awards
• keynote speaking and workshops in Brazil and abroad
• mentees spread over 20 countries
• continent manager for South America @ interaction design foundation (IxDF)
• local leader @ interaction design association (IxDA) for salvador/bahia
contact me
lau yamazaki © 2025