# GFx (Greathouse Fall) > GFx is a brand studio for ambitious founders building consumer startups, mostly before their Series A. Clients include companies backed by Y Combinator, a16z and Sequoia. Founded by Jackson Greathouse Fall, the studio works across New York, Paris, Cairo and Tbilisi. ## FAQ ### What is GFx? GFx (legal name: Greathouse Fall) is a brand studio that works with founders at the earliest stages, typically from pre-seed to Series A. We focus on community-led and event-driven consumer startups: social clubs, creator communities, tech events and consumer apps. What we build: brand identities, websites, product design and launch films. The work covers everything from naming and strategy to custom typography, motion and 0-1 MVP development. ### Who runs GFx? Jackson Greathouse Fall is the founder and creative director. He has spent the last decade building brands for founders, with work reaching 25M+ people organically. His throughline is truth and clarity above all else. His thesis: design is a tool for removing friction so teams ship great products, and for empowering everyone to be creative. Jackson splits his time between New York, Paris, Cairo and Tbilisi. He writes about design, travel and creative reinvention on Substack at jazzy.substack.com. Jackson's work has been featured in CNN, Fortune, Business Insider and Mashable. **Connect with Jackson:** - X: x.com/jacksonfall - Instagram: instagram.com/jacksongreathousefall - LinkedIn: linkedin.com/in/jacksonfall - Substack: jazzy.substack.com ### How does GFx work? The process mixes strategy, craft, engineering and new tools (AI included), with human taste and judgment at the core. A true story: GFx's 2026 showreel was hand-animated frame by frame by Jackson. When it went around on X (about 19,000 views), many people assumed AI made it. That is the bar. ### Who is GFx a good fit for? Founders building community-led or event-driven consumer startups, usually before their Series A. Past clients include social clubs, fitness communities, tech events, creator platforms and consumer apps. Many are backed by Y Combinator, a16z or Sequoia. Companies whose brand and story GFx helped shape have raised $65M+ in venture funding (that is funding raised by clients, not GFx revenue). The studio's own projects and channels have earned 25M+ organic impressions with no paid distribution. ### What are the studio facts? **Name:** GFx. Legal name: Greathouse Fall. **Founded:** Jackson has been working with founders for the last decade. **Locations:** New York, Paris, Cairo and Tbilisi, with collaborators in each city. **Clients:** Social clubs, tech events, creator communities and consumer apps. Clients include startups backed by Y Combinator, a16z and Sequoia. **Selected clients and what GFx did:** - Linear: Product launch film - Launch House: Identity system - Maxwell Social: Website & strategy - BIA: Brand & apparel - The Iconic: Brand & product - Metaphor: Naming & identity - Dept. of Agriculture: Branding & merch - Anything: Identity direction **Reach:** 25M+ organic impressions earned by the studio's own projects and channels. No paid distribution. **Client funding:** Companies whose brand and story GFx helped shape have raised $65M+ in venture funding. This is funding raised by clients, not GFx revenue. **Press:** Jackson Greathouse Fall's work has been featured in CNN, Fortune, Business Insider and Mashable. ### What services does GFx offer? Brand identity, Logo systems, Custom typography, Go-to-market, Visual direction, Brand guidelines, Merch & apparel, Naming, Messaging & copywriting, Brand & product strategy, Web + landing pages, Product design, 0-1 MVP development, Launch films & motion, Campaign direction. ### How do I hire GFx? Email jackson@greathousefall.com or book a 30-minute call at gfx.fyi/cal. Share what you are building and where you want it to go. GFx replies with a proposed path and timing based on scope. ## Work ### Anything Insurance AI startup (YC W26) An insurance identity developed in collaboration with Arc Studio. A two-day branding sprint exploring a visual world around possibility. **Scope:** brand identity, visual direction **A symbol with room to grow.** The second-round direction brings converging arrows into a snowflake-like asterisk. It becomes both a recognizable mark and a way to express the idea of "anything." **From mark to world.** An olive and pale-green palette connects the typography, pattern system, digital layouts and merchandise studies. Shown here is the second-round identity direction and its application concepts. *In collaboration with Arc Studio. Second-round identity direction; application concepts.* View at: https://www.greathousefall.com/work/anything ### Maxwell Social New York social club ("The World's Friendliest Social Club") A New York social house built around the pleasure of doing life together. The work gives its everyday rituals a shared visual and verbal language. **Scope:** website, marketing, strategy, copywriting **The community is the material.** Cohort dinners. Comedy nights. Pancakes and coworking. Maxwell's world is made of things people actually do together. Those moments became the starting point for the website and communications. **An invitation, in many forms.** Expressive red lettering, warm imagery and an editorial rhythm carry the same welcoming voice from event announcements to the website. View at: https://www.greathousefall.com/work/maxwell-social ### BIA Fitness community and modern fight club for women ("Oddly Disciplined") A modern fight club for women, with an identity that belongs as much on the gym floor as on the street. **Scope:** logo system, brand guide, web design, campaign direction, apparel **A shared attitude.** "Oddly Disciplined" gives the community a voice: direct, energetic and full of conviction. The identity pairs a bold wordmark with the people who bring that attitude to life. **Made to be worn.** The system moves across apparel, packaging, campaign imagery and digital design. Strong red and white graphics create a common thread through each expression. View at: https://www.greathousefall.com/work/bia ### Department of Agriculture Culture-led crypto community project powered by Eco A culture-led crypto project with a world of its own: agricultural language, institutional insignia and a hat at the center of it all. **Scope:** branding, merch, website, strategy, copywriting **A world you can join.** The Department takes the language of yield farming into the physical world. Seals, patches, campaign graphics and merchandise make the concept feel like a club with its own traditions. View at: https://www.greathousefall.com/work/department-of-agriculture ### Launch House Community for founders and creators ("Where founders go to build") An identity for founders and creators building together. The starting point was the community itself: its residents, its rituals and the connection between a home and an inner circle. **Scope:** messaging, logo system, custom typography, website, merch, brand guidelines **Listen before drawing.** The work began with a two-week exploration of the brand's ideals and conversations with residents and early community members. Their sense of belonging became the foundation for the visual identity. **Home, meet community.** Early sketches explored a house, a circle and the LH initials. A rounded pentagon-circle became a secondary shape, while the house monogram and customized lettering formed the core identity. **Build with the people in the room.** The digital design process was livestreamed over 48 hours, bringing feedback from residents and the online audience into the work as it developed. View at: https://www.greathousefall.com/work/launch-house ### The Iconic Anonymous networking platform for the Fortune 500 Zero-to-one product strategy, brand strategy and MVP development for a platform built around candid conversations. **Scope:** product strategy, brand strategy, mvp development **One idea, across every layer.** The brand and product were developed together. Editorial typography and a distinctive orange-and-cream palette sit alongside the conversation interface, connecting the public identity with the experience inside. View at: https://www.greathousefall.com/work/the-iconic ### Metaphor Tools that help people discover and join DAOs Naming, strategy and an identity system for tools that help people discover and join DAOs. **Scope:** naming, strategy, identity system **An identity that travels.** A graphic wordmark and directional symbol give Metaphor a recognizable presence across merchandise and campaign applications. A shared language for discovering new groups and getting involved. View at: https://www.greathousefall.com/work/metaphor ## Careers GFx is building a collaborator network. Currently open to freelance collaborators in motion, writing, development, production, 3D, and photo and film. Apply at: https://www.greathousefall.com/careers