About

Niklaus Yu is a brand strategist and visual designer who helps founders make their brand feel easier to trust, and easier to buy from. Most brands don’t lose sales because they look “bad”. They lose sales because something feels unclear, risky, or slightly off. That hesitation is where money leaks. Niklaus builds visual systems that remove friction, so the next step feels obvious and customers stop shopping around.

In 2019, Niklaus made the jump and started his own business. It didn’t feel safe or perfectly timed. It just felt necessary. Since then, he’s shipped 200+ projects across 6 years, working mainly with founders and small teams who have something real, but need the brand to communicate it faster. The work lives where decisions happen. Identity, landing pages, key visuals, and the parts of a website that either build confidence or quietly kill it.

What sets Niklaus apart is an obsession with the why behind every pixel. He’s not interested in “make it pop” design. He’s interested in clarity that converts. The kind that reduces hesitation, makes the offer feel more certain, and turns casual browsers into buyers who are ready.

His process is research first, always. Before anything gets designed, he maps the terrain. The offer, the audience, the real objections, competitors, channels, and the exact moment people stall out right before they’re supposed to act. Then he builds a fit for you visual system. Not a template. Not vibes. Something you can actually run with.

Niklaus doesn’t do it alone. He’s built a small team of introverted design obsessives shaped in a tough market. That market trained their first principles muscle. And that way of thinking travels across any platform.

When not pushing pixels, Niklaus can usually be found collecting references he swears he’ll organize later, obsessing over tiny details most people won’t notice but everyone will feel, or attempting a normal weeknight dinner that somehow turns into a mini experiment.

Fun fact: Niklaus once redesigned a major e-commerce platform during a 14-hour flight—proof that great design doesn’t sleep (but they occasionally do).

P.S. Yes, “Niklaus Yu” was very cooperative in this interview. Great eye contact. Strong answers. Kept nodding like he wasn’t the one typing the whole thing.