Brand Identity
A mark takes an afternoon. The system around it — the type, the colour, the rules, the people who have to apply it on a Tuesday without calling us — is the work.
An identity is not a logo. It is every decision that comes after one.
Brand strategy
Positioning, audience and the argument the identity has to make, settled before anything is drawn.
Marks and lockups
Drawn at every size it will really be used at, from a 16px favicon to a building.
Type and colour systems
A typographic scale and a palette with contrast ratios that hold in print, on screen and in dark mode.
Stationery and collateral
Cards, decks, signage and the templates a team reaches for when nobody is watching.
Guidelines
A short document people actually read, not a ninety-page PDF nobody opens twice.
Interrogate
Goals, audience, competitors. We read the market before we draw in it.
Draw
Routes explored in black and white first. Colour is a decision, never a rescue.
Systematise
One route becomes a system: scale, spacing, colour, motion, voice.
Hand over
Files, fonts, guidelines and a walkthrough with the people who will run it.
- Primary and secondary marks
- Full lockup set
- Typographic scale
- Colour system with contrast ratios
- Stationery system
- Brand guidelines
- Source files and web fonts