Brand architecture

The two brands

	The Convenience Factory	Not Bastards
Role	Consultancy / product & digital studio	Product/app studio and manifest
Audience	Other companies (B2B)	End users (B2C)
Revenue	Assignments, projects, advice	Apps, subscriptions, licenses
Work	Product Building and Consultancy	Design, build, ship
IP	Usually client-owned	Owned by TCF
Brand feeling	Professional, strategic, accessible	Recalcitrant, indie, opinionated, punk, anarchistic
Example	Company has a product problem → TCF	We see a problem → Not Bastards builds it

General principle: each specialist site is a front door for one concrete problem or proposition. The Convenience Factory itself usually stays subtle on specialist sites (footer, contact flow, legal text only).

Specialist websites and campaigns

Campaign	Klantvraag (hook)	Role	Core promise	Language
✅ `ctotehuur.nl`	“We missen senior technische leiding; hoe krijgen we grip zonder fulltime CTO?”	Service proposition	Temporary senior technical leadership without hiring a full-time CTO	Dutch
✅ `shitwemoetensoftwarebouwen.nl`	“Software wordt bedrijfskritisch; hoe starten, herstellen of professionaliseren we dit?”	Service proposition	Regain grip when software becomes a core competence	Dutch
✅ `shitwemoetenietsmetai.nl`	“We moeten iets met AI; wat is zinvol, veilig en praktisch haalbaar?”	Service proposition	Practical, safe AI adoption without hype	Dutch
`prototypeineendag.nl`	“Kunnen we dit idee snel tastbaar maken voordat we groter investeren?”	Service proposition	A tangible prototype in one focused day	Dutch
`mvpineenweek.nl`	“Kunnen we in korte tijd een werkende kern bouwen om te leren en beslissen?”	Service proposition	A scoped MVP sprint with visible progress in one week	Dutch
`medtech.build`	“Kunnen we een connected health product bouwen dat snel vooruitgaat én audit-/regulatory-ready blijft?”	Specialist service proposition	Senior-led app/backend development for regulated connected health products	Dutch / English
✅ `notbastards.com`	“Is er een app/tool die mijn probleem oplost zonder tracking, dark patterns of bullshit?”	Own product/app label	Apps and tools that don’t treat users like livestock	English

conveniencefactory.com is the main TCF site: the umbrella brand, offering two tracks — Product Builder and Digitaal Strateeg — and the home for the partnership with B&M.

Communication principles (all specialist sites)

Direct, specific, anti-consultancy-theater: no inflated promises, no buzzword soup, no fake urgency.
Ads lead with the problem language the audience already uses, then translate it into a credible offer.
CTA style: low-friction mail/contact form — “tell us what is going on” beats a heavy funnel.
Each site has its own visual identity/theme; TCF is only named where relevant (footer, contact, legal).

Full per-site tone of voice, ad copy examples, and visual direction in the wiki of the each specialist repo not here.

Pipeline / product ideas

MedTech Builder — specialist TCF proposition for fast, audit-ready development in regulated healthcare/medical products.
App design studio — notbastards.com, own app label.
UnNote (unnote.notb.st) — own product under Not Bastards.
AppAnalysis / auditor — possible appaudit.notb.st; SOUP, vulnerability scan and audit-support tooling.
unrogue — early-stage label idea: the product builder that keeps AI under control (“zonder product builder geen grip / zonder grip geen toegevoegde waarde”), possible domain productbuilder.dev.
Longer list of SEO landing-page spin-off ideas (medical product dev, “realiseer je idee”, hardware prototyping, product rescue, etc.) is tracked in conveniencefactory.com/README.md in the umbrella repo.

Customer personas

See Personas for who these sites are written for.