Brand & Identity
Identity systems built as decisions and working assets, not a logo file and a PDF nobody opens.
- From
- $25,000
- Timeline
- 6–10 weeks for a refresh
- Engagements
- 3
We build identities as operating systems: the type, colour, layout logic, image treatment, motion behaviour and voice, plus the reasoning that lets people extend them into situations we never saw.
The mark matters, and it is the smallest part of the work. What determines whether an identity survives is whether a product designer in another timezone can make something new with it at 11pm without guessing.
Fig. 04Deliverables
- 01Category audit and positioning territory
- 02Primary mark, variants and a deliberately drawn small-size version
- 03Type system with licensing sorted and webfonts subset
- 04Colour system defined by role, proven in light and dark
- 05Layout logic, grid and image direction
- 06Motion behaviour for the identity's moving parts
- 07Verbal identity with before/after examples from real surfaces
- 08Design tokens as code, plus working templates
01
Audit
The category, the competitors, and the current system's actual usage — including everything off-brand and why it happened.
02
Territory
Two or three distinct strategic directions, each argued rather than decorated. We choose a direction before refining a look.
03
System
The chosen territory built out: marks at every size, type, colour, layout, motion, voice. Worst cases first.
04
Enablement
Tokens, templates, documentation and workshops. Success is measured by what your team makes without us.
Evolve what exists
Identity refresh
Audit, sharpen and systematise an identity that mostly works but has drifted or lacks documentation.
From $25,000
Ground-up system
Full identity
Positioning through to shipped system, tokens and enablement. Typically 10–16 weeks.
From $60,000
Voice, naming, messaging
Naming & verbal
Verbal identity as a standalone engagement, including the difficult messages most guidelines skip.
From $18,000
Timeline — 6–10 weeks for a refresh; 10–16 weeks for a full identity.
A good fit for
- Companies whose product has outgrown the identity they launched with
- Teams producing off-brand work because the rules never covered their case
- Founders who need a system, not a logo, and know the difference
Not a fit for
- Logo-only projects with no interest in the system around them
- Identities designed primarily to resemble a category leader
- Timelines that make the audit stage impossible
The principles this work is held to.
Published in full, so you can check the work against them yourself.
Do you do logo-only projects?
Rarely, and only when there is a real constraint behind it. A mark without a system tends to become inconsistent within a year, which is a bad outcome we would rather not sell you.
Can you draw a custom typeface?
We can commission and art-direct one with type designers we work with regularly. We are honest that in most cases a well-licensed existing family is the better spend.
What happens after handover?
Enablement workshops are included, and most clients keep a light retainer for the first two quarters while the system settles into real use.
Next service
05 — Product & Web
Tell us about the brand & identity work.
A short brief is enough. We reply within two working days, and we will tell you honestly if a different service — or no project at all — would serve you better.