How projects are structured
The Brand Foundation
Brand strategy & visual identity are always scoped together. This is the foundation every project starts from, and for many brands, where it ends. From there, any additions are assessed based on what the brand actually needs & built into a custom proposal. Nothing assumed, nothing added by default.
(01)
DIRECTION BEFORE DESIGN
Essential Brand Strategy
Before anything is designed, we establish what the brand stands for, who it's for, and how decisions should be made.
Brand Core: What your brand stands for, why it exists & where it's headed
Ideal Client: Who you're speaking to & what matters most to them
Competitive Context: Where you sit in your market & how the landscape looks
Distinction: Your unique positioning & what sets you apart from competitors
Personality & Expression: How your brand sounds across touchpoints
Messaging: Your positioning statement & tagline
Strategy Document: Everything documented for shared use & future decisions
THE OUTCOME
Decisions stop living in your head and become easier to make, explain, and stand behind.
(01)
DIRECTION BEFORE DESIGN
Essential Brand Strategy
Before anything is designed, we establish what the brand stands for, who it's for, and how decisions should be made.
Brand Core: What your brand stands for, why it exists & where it's headed
Ideal Client: Who you're speaking to & what matters most to them
Competitive Context: Where you sit in your market & how the landscape looks
Distinction: Your unique positioning & what sets you apart from competitors
Personality & Expression: How your brand sounds across touchpoints
Messaging: Your positioning statement & tagline
Strategy Document: Everything documented for shared use & future decisions
THE OUTCOME
Decisions stop living in your head and become easier to make, explain, and stand behind.
(02)
Design rooted in strategy
Core Visual Identity
With direction established, every visual decision has a reason. The core identity translates that strategy into a visual system built to be used confidently.
Creative direction: 1-2 moodboards with clear reasoning
Core logo system: Primary, secondary & submark
Colour & type system: Colour palette & font system with behaviour rules
Imagery guide: Imagery direction for photography & visual content
Visual accent: 1 supporting visual asset (i.e. a pattern, illustration, texture, layout) that adds character & range
Final files: All assets delivered print & digital formats
Brand guidelines: Document for consistent application
THE OUTCOME
An identity that's recognisable, flexible, and designed to be used — not just admired.
(02)
Design rooted in strategy
Core Visual Identity
With direction established, every visual decision has a reason. The core identity translates that strategy into a visual system built to be used confidently.
Creative direction: 1-2 moodboards with clear reasoning
Core logo system: Primary, secondary & submark
Colour & type system: Colour palette & font system with behaviour rules
Imagery guide: Imagery direction for photography & visual content
Visual accent: 1 supporting visual asset (i.e. a pattern, illustration, texture, layout) that adds character & range
Final files: All assets delivered print & digital formats
Brand guidelines: Document for consistent application
THE OUTCOME
An identity that's recognisable, flexible, and designed to be used — not just admired.
Beyond the foundation
Brand Extensions & Add-Ons
Additional brand strategy & visual identity services, scoped around what your brand actually needs. Nothing assumed, nothing added by default.
(+)
Strategy Depth
More than the essentials
Some brands need more strategy before design begins. This is added based on what the brand needs & offered as additions in the proposal.
This might mean going deeper on audience research, competitive positioning, or building out a messaging toolkit.
(+)
Strategy Depth
More than the essentials
Some brands need more strategy before design begins. This is added based on what the brand needs & offered as additions in the proposal.
This might mean going deeper on audience research, competitive positioning, or building out a messaging toolkit.
(+)
Extended System
The branding, applied
The core identity gets applied across touchpoints the brand needs — social media templates, stationery, packaging, collateral.
This is a defined phase, not an open-ended retainer, whether that's at launch or as the brand grows.
(+)
Extended System
The branding, applied
The core identity gets applied across touchpoints the brand needs — social media templates, stationery, packaging, collateral.
This is a defined phase, not an open-ended retainer, whether that's at launch or as the brand grows.
(+)
Ongoing Support
Your design team without overhead
After launch, some founders need someone who already knows their brand inside out & can keep producing from it.
Newsletters, social campaigns, ad creative, new collateral are handled consistently, without briefing from scratch every time.
(+)
Ongoing Support
Your design team without overhead
After launch, some founders need someone who already knows their brand inside out & can keep producing from it.
Newsletters, social campaigns, ad creative, new collateral are handled consistently, without briefing from scratch every time.
How the work unfolds
From Alignment to Final Handover
Every project follows a clear sequence. Here's what that looks like.
Getting Started
Setting up for focused work
We align on scope, confirm the contract, and set up a shared workspace. An initial call establishes goals, context, and what happens next. This phase exists so that when strategy work begins, time isn't spent on logistics.
Establishing Clear Direction
The foundation everything follows from
Through 1-2 collaborative strategy workshops, we establish what the brand stands for, who it's for, and how it's distinct. That thinking gets documented into a practical strategy document. Strategy is complete before any design work begins.
Setting the Visual Direction
Aligning on look & feel
1-2 moodboard directions are developed from the strategy, each with clear reasoning. This is where we align on look and feel before any design work begins, opening up a conversation around what resonates & what doesn't.
Building the Identity
One direction, developed fully
This is where the brand takes its full visual form: logo system, colour, type, imagery direction, and brand guidelines. For projects that include an extended system (social media templates, packaging, marketing material) that phase begins once the core identity is approved.
Project Completion
Where branding ends & support begins
All completed files from the strategy, visual identity & extended system are handed over. For clients needing ongoing design support, this is where that relationship begins.
Getting Started
Setting up for focused work
We align on scope, confirm the contract, and set up a shared workspace. An initial call establishes goals, context, and what happens next. This phase exists so that when strategy work begins, time isn't spent on logistics.
Establishing Clear Direction
The foundation everything follows from
Through 1-2 collaborative strategy workshops, we establish what the brand stands for, who it's for, and how it's distinct. That thinking gets documented into a practical strategy document. Strategy is complete before any design work begins.
Setting the Visual Direction
Aligning on look & feel
1-2 moodboard directions are developed from the strategy, each with clear reasoning. This is where we align on look and feel before any design work begins, opening up a conversation around what resonates & what doesn't.
Building the Identity
One direction, developed fully
This is where the brand takes its full visual form: logo system, colour, type, imagery direction, and brand guidelines. For projects that include an extended system (social media templates, packaging, marketing material) that phase begins once the core identity is approved.
Project Completion
Where branding ends & support begins
All completed files from the strategy, visual identity & extended system are handed over. For clients needing ongoing design support, this is where that relationship begins.
Getting Started
Setting up for focused work
We align on scope, confirm the contract, and set up a shared workspace. An initial call establishes goals, context, and what happens next. This phase exists so that when strategy work begins, time isn't spent on logistics.
Establishing Clear Direction
The foundation everything follows from
Through 1-2 collaborative strategy workshops, we establish what the brand stands for, who it's for, and how it's distinct. That thinking gets documented into a practical strategy document. Strategy is complete before any design work begins.
Setting the Visual Direction
Aligning on look & feel
1-2 moodboard directions are developed from the strategy, each with clear reasoning. This is where we align on look and feel before any design work begins, opening up a conversation around what resonates & what doesn't.
Building the Identity
One direction, developed fully
This is where the brand takes its full visual form: logo system, colour, type, imagery direction, and brand guidelines. For projects that include an extended system (social media templates, packaging, marketing material) that phase begins once the core identity is approved.
Project Completion
Where branding ends & support begins
All completed files from the strategy, visual identity & extended system are handed over. For clients needing ongoing design support, this is where that relationship begins.
clarity for the curious
A Few Things You Might Want to Know
If you’re exploring whether this studio is the right fit, these answers offer a clear starting point.
Do you work internationally?
How do your custom packages work?
Do you work with early-stage founders?
What industries do you work with?
Do I need brand strategy before identity design?
What if I already have strategy or audience insights?
Do you work with rebrands?
How long does the process take?
How does pricing work?
Do you offer payment plans?
What if I need ongoing design support?
clarity for the curious
A Few Things You Might Want to Know
If you’re exploring whether this studio is the right fit, these answers offer a clear starting point.
Do you work internationally?
How do your custom packages work?
Do you work with early-stage founders?
What industries do you work with?
Do I need brand strategy before identity design?
What if I already have strategy or audience insights?
Do you work with rebrands?
How long does the process take?
How does pricing work?
Do you offer payment plans?
What if I need ongoing design support?
clarity for the curious
A Few Things You Might Want to Know
If you’re exploring whether this studio is the right fit, these answers offer a clear starting point.
Do you work internationally?
How do your custom packages work?
Do you work with early-stage founders?
What industries do you work with?
Do I need brand strategy before identity design?
What if I already have strategy or audience insights?
Do you work with rebrands?
How long does the process take?
How does pricing work?
Do you offer payment plans?
What if I need ongoing design support?
READY TO BEGIN
Let's Build Something Distinctive
You've done the hard part. You know what your brand should feel like.
Let's make it look that way.
READY TO BEGIN
Let's Build Something Distinctive
You've done the hard part. You know what your brand should feel like.
Let's make it look that way.
READY TO BEGIN
Let's Build Something Distinctive
You've done the hard part. You know what your brand should feel like.
Let's make it look that way.