I’m Stef - founder of Pony, a branding studio known for building high-impact brands in tech. I also write at FNORM, my Substack on brand, strategy, and the occasional personal note.

Uncomparison is the practice we’ve built to help founders play a different game. It’s not a mainstream service or a formula applied to everyone. It’s a selective process for teams who refuse to compete on traditional terms - and instead want to create their own lane.

We run deep, focused sprints with a handful of partners. Each lasting 4–6 weeks, designed to uncover the clarity, language, and positioning that make a brand impossible to compare.

If you’re curious, reach me at hi@pony.studio with “Uncomparison” in the subject - and we’ll figure out if it’s the right fit.