Building Tools for Brand Consistency
PaletteCheck was born from a simple frustration: watching great brands lose their identity through inconsistent content. We're here to fix that.
Our Story
Every brand has a story to tell. But too often, that story gets diluted—one off-brand social post at a time, one inconsistent email at a time, one 'close enough' design at a time.
PaletteCheck started when our founder, Darren Peterson, watched a marketing team spend weeks creating a beautiful brand guide, only to see it gathering digital dust within months. The colors drifted. The voice wavered. The brand slowly lost its edge.
The problem wasn't laziness or lack of care. It was that checking content against a 50-page PDF is tedious, time-consuming, and easy to skip when deadlines loom. Teams needed a faster way—an intelligent way—to keep their brand on track.
"So we built PaletteCheck: an AI-powered brand compliance tool that reads your brand guidelines once and checks everything forever. No more squinting at hex codes. No more debating if that headline 'sounds like us.' Just upload your guide, and let AI handle the consistency."
Meet the Founder
Darren Peterson
Founder & CEO
Darren Peterson is a software entrepreneur with a passion for building tools that solve real problems for creative teams. Before founding Forthean Labs, he spent over a decade working at the intersection of technology and marketing, watching firsthand how brand inconsistency erodes company value.
PaletteCheck is his answer to a question he heard repeatedly: 'How do we actually get people to follow our brand guidelines?' The answer, it turns out, isn't more training or stricter rules—it's smarter tools that make compliance effortless.
When he's not building products, Darren can be found exploring Austin's food scene, reading about emerging AI applications, and occasionally convincing himself that this weekend he'll finally organize his home office.
What We Believe
Simplicity Over Complexity
Brand guidelines shouldn't require a PhD to follow. We build tools that make compliance effortless, not burdensome.
Creative Empowerment
We're not the brand police. We're here to help creative teams move faster with confidence, not slow them down with red tape.
AI as Collaborator
AI should augment human creativity, not replace it. PaletteCheck handles the tedious checks so you can focus on the creative work.
Transparency First
We explain our recommendations. You'll always know why something was flagged and how to fix it—no black box decisions.
Company Information
Company Name
Forthean Labs LLC
Product
PaletteCheck
Founded
2024
Headquarters
Austin, Texas
Website
palettecheck.aiForthean Labs LLC is the parent company behind PaletteCheck. We're focused on building AI-powered tools that help creative teams work smarter and maintain brand excellence at scale.
Ready to Keep Your Brand Consistent?
Join hundreds of marketing teams who trust PaletteCheck to protect their brand identity.