Atakan Cebecioğlu
Co-founder
Home · About us
A brand has a karat too.
A touchstone is the hard, black stone jewelers use to test the true karat of gold. You rub the metal on the stone; the streak it leaves is compared with the streaks of alloys of known karat. If the colors match, the karat is clear — no scales, no chemistry needed.
Why we took our name from it
A brand, just like gold, has a karat: what it says, whom it says it to, in what tone. The problem usually isn't that the karat is missing but that it changes from channel to channel. One brand in the ad, another on the site, a completely different one when you open the box. We find that karat, then make sure the same color flows through every touchpoint.
The four colors on this site aren't a coincidence either: green, yellow, rose and white gold, the four classic alloys used in this comparison.
Team
The people you meet are the people who do the work.
We're a small, experienced team. We measure growth not by headcount but by the effort we put into every brand we work with.
Efe Akel
Co-founder
A brand isn't built in three months. Even when the first results come early, a lasting perception takes six months to a year.
The technical side is at this table too
Store setup, speed and integration work isn't outsourced; the development team under the same roof does it. In practice, that means you don't need coordination meetings between your store's technical side and the brand side — they're already at the same table. The gap where the product page can't deliver what the ad promised, and nobody knows whom to call, simply doesn't form here.
You can see our official partnerships on the home page.
Four things we never compromise on.
Work that misses the karat doesn't get published.
A creative, an email, a landing page. Everything passes through the same karat. If it doesn't, it doesn't go live. We don't produce just to fill the scope.
Numbers come before claims.
The rule applies to our own work too: every month we show what we measured, and we never boast about a metric we didn't measure. You'll see a bad month in the same report.
Saying no is part of the scope.
If we believe a request will hurt the brand, we push back and explain why. If you're looking for someone who just says yes, we're probably not the right fit — and we'll tell you so on the first call.
We carry the mental load.
Premium service isn't measured by the number of meetings but by the load taken off you. As the months go by, the number of things you need to follow should go down, not up.
Not jargon, but what it means.
A few technical terms appear on this page. We don't use any of them just because "that's how the industry talks"; what they mean is written here, and we speak the same language on the call.
- Brand karat
- Our definition: a brand saying the same thing at every touchpoint. If the voice in the ad, the copy on the site, the note in the shipping box and the support reply don't sound like the same brand, the karat has slipped.
- Positioning
- The sentence a brand occupies in the customer's mind. Good positioning fits into one sentence — and a competitor shouldn't be able to say the same sentence.
- Message architecture
- The plan for how positioning is expressed channel by channel. The core promise, three supporting messages and which one leads where.
- Creative
- The visible part of an ad: image, video, headline, copy. "Creative testing" means showing the same audience different angles and measuring which one works.
- Funnel
- The stages of the journey from someone who has never heard of the brand to someone who buys. Each stage needs a different message; showing the same ad to everyone is the most common way budget gets wasted.
- CRO
- Conversion rate optimization. Instead of buying new visitors, turning more of the visitors you already have into customers. Work focuses on page layout, copy and checkout flow.
- UGC
- User-generated content. Video and photos that look like a real customer shot them, not like a studio production. Even when we manage the production, the language stays everyday.
- Flow
- An automated email and SMS sequence that runs on its own: abandoned cart, post-first-order, win-back. Set up once, it generates revenue without waiting for a campaign.
- Tracking infrastructure
- The setup built so you can correctly count which click turned into which sale. If it's broken, the entire report is wrong — which is why it's set up in the first 30 days.
- ROAS
- Return on ad spend: the revenue returned for every unit of currency spent. On its own it's misleading: read without your profit margin, a rising ROAS can mean a shrinking business.
If you see a term in our reports that isn't here, just ask; we don't use a metric we can't explain.
Let's find your karat together.
The inquiry form isn't a request for a quote; it's how we get to know each other. Five minutes for you to fill in, an hour for us to read.