Positioning, naming, identity systems, packaging, and the guidelines that keep them from drifting. The full brand and identity capability, in depth.
Typical timeline
4 to 8 weeks
You walk away with
A brand that extends
In this guide
6 services
The work, in order06 services
01
2 to 3 weeks
Brand Strategy & Positioning
We study customers, competitors, and the business itself, then commit to a position worth owning. Every logo, page, and campaign after stands on this document. Without it, design is decoration.
We interview customers and map competitors before writing a word of positioning. The output is a position your team can defend in a sales call, a funding meeting and a hiring conversation, because it answers who it is for and why anyone should care.
Every later decision, from the logo to the homepage headline, traces back to this document.
Deliverables
Structured interviews with people who buy from you, not from your competitors, then the raw patterns pulled out and grouped into something a leadership team can actually argue with.
You receive A written insight report with interview transcripts, pattern summaries and the quotes that drove the strategy.
A side-by-side read of how the brands you are considered alternatives to are positioned, where the category is crowded, and which territory is genuinely open.
You receive A visual teardown of five to eight competitors with whitespace and category conventions mapped.
One page that names who the brand is for, what it offers, why it is different, and the reason to believe. Written so a new hire can read it and make a correct decision without asking.
You receive A single-page positioning statement with the audience, category, difference and proof points agreed and signed off.
The positioning broken into a structure: the core idea at the top, supporting pillars beneath it, and the proof that holds each pillar up.
You receive A messaging house with pillar claims, tone notes and the evidence each claim rests on.
02
2 to 4 weeks
Naming & Verbal Identity
Names, taglines, and a voice that sounds like one company everywhere it speaks. Tested for meaning, memory, and trademark headroom before you fall in love with one.
Names generated, screened and legally cleared, then stress-tested against the positioning they have to carry. Includes tone of voice and the vocabulary the brand will and will not use.
A name that survives trademark search rather than one that nearly did.
Deliverables
Several distinct territories rather than forty variations of one idea, each with the strategic argument for why it fits and the audience it appeals to.
You receive Three to four shortlists with rationale, plus a recommended direction.
Initial clearance on the live options, including obvious conflicts in your category and domain availability across the extensions you care about.
You receive A screening summary with risk levels per name, so legal counsel starts from informed options rather than a blank page.
Lines tested against the positioning rather than picked for rhythm, with the reasoning for each and what it implies for the rest of the voice.
You receive Three to five tagline directions with commentary on tone and longevity.
Do and do not examples across the situations that actually come up: sales copy, support replies, error messages, and social posts.
You receive A short written guide with before-and-after examples your writers can use immediately.
03
3 to 5 weeks
Visual Identity & Logos
Logo systems, typography, and color drawn from the strategy. Designed to last a decade, not a season, and to survive favicons as well as facades.
Logotype, marks and type explored against real applications rather than on a presentation slide. Colour and type are chosen for accessibility and for print, not just for screens.
A system tested at 16 pixels and at building scale, so it holds everywhere it appears.
Deliverables
A primary mark plus the lockups it needs to survive real layout: horizontal, stacked and compact versions, each drawn rather than cropped from one.
You receive Final logo artwork as vector files with all working lockups.
A type pairing chosen for screen and print together, with the weights, sizes and spacing rules needed to use it consistently.
You receive Licensed font files with a written type scale.
Core, secondary and functional colours with accessible pairings already checked, plus the rules for when each one is used.
You receive A colour palette with hex, RGB and CMYK values and contrast ratios.
A reference board that shows how the brand should be photographed and illustrated, because identity decays fastest through inconsistent imagery.
You receive A mood and art-direction board with do and do not examples.
04
3 to 4 weeks
Brand Architecture
When one company runs many products, we design the family tree: master brand, sub-brands, and the rules between them. So growth never turns the brand into a junk drawer.
For businesses running several products, sub-brands or a portfolio. We work out what belongs under the master brand, what needs its own name, and what should be retired.
A structure that stops every new product starting a naming argument from scratch.
Deliverables
An inventory of every current name, mark and sub-brand with an honest assessment of what is working, what is confusing, and what is costing you credibility.
You receive A written audit with recommendations per sub-brand.
The logic that decides which names sit under the master brand and which stand alone, drawn so new products can be placed without redesigning the map.
You receive A tier diagram with naming conventions and decision rules.
The rules for when a sub-brand carries the parent name and how the two sit together in lockup, packaging and digital.
You receive Lockup specifications for each endorsement pattern.
A sequenced plan for moving from where you are to the new structure, with the awkward parts flagged: packaging stock, signage, domains, and anything already printed.
You receive A phased migration plan with priorities and cost implications.
05
3 to 6 weeks
Packaging & Print
Boxes, labels, and collateral with shelf presence and unboxing considered. The same identity, engineered for ink, board, and hand.
Structural design, artwork and production files for the physical formats the business actually ships: labels, packaging, signage, collateral. Supplied print-ready with material guidance.
The same quality on a box as on a screen, with a factory that can reproduce it.
Deliverables
Concepts drawn against the printer's dielines, so the artwork is designed to the structure rather than trimmed to fit it afterwards.
You receive Concept renders plus production files mapped to your printer's dielines.
A label family that scales from a single product to a full range: the fixed elements that identify the brand and the variable elements that identify the product.
You receive Label artwork for each SKU with a template for future additions.
The physical pieces the business actually hands out or leaves behind, designed from the same system as the packaging.
You receive Print-ready artwork for the agreed collateral list.
Watching the first production run so the colour that came off the press is the colour that was approved, rather than discovering it after 5,000 units.
You receive Press attendance and sign-off on the first run, with a supplier reference for future runs.
06
1 to 2 weeks
Guidelines & Handover
The whole system documented and walked through with your team, so anyone can run it without us. Templates included, jargon excluded.
A written system covering the cases that actually come up, plus a session so your team, or another studio, can extend it without calling us for every change.
The brand survives the next person, which is the only test that matters.
Deliverables
A reference organised around real decisions: which logo to use, how to combine it with a photo, what to do with a partner mark, and the mistakes that are easiest to make.
You receive A PDF and editable guideline document, organised by use case rather than by logo sheet.
The formats your team actually works in, so applying the brand is a matter of typing rather than a design task.
You receive Templates for documents, social posts, presentations and the web formats you use.
Every final file organised and named so someone can find the right version six months from now.
You receive A structured folder of logos, imagery, fonts and templates with a naming convention.
A working session with the people who will use the system daily, covering the cases they will hit and the judgement calls the guidelines cannot make.
You receive A recorded walkthrough session and a Q&A reference sheet.
