BRANDING & VISUAL IDENTITY

We turn strategy into a recognizable, flexible visual system designed to work across the brand's real applications.

For brands that are launching, repositioning, or need to organize visual expressions that do not yet work as one system.

We begin by identifying what audiences need to recognize and which applications place the greatest demands on the system. This prevents an identity from being designed only for a presentation and tests it across real formats, scales, and contexts.

Visual direction explores distinct territories before one is selected. We then define relationships between logo, typography, colour, composition, imagery, and motion so individual assets can vary without losing coherence.

Delivery is not limited to final files. We document usage criteria and prepare priority templates or applications so the team can maintain the identity as new channels and needs appear.

Before redesigning, we audit what works and what creates inconsistency in the current identity. Existing files, channels, suppliers, technical reproduction, and team needs are reviewed. This helps retain assets with recognition, identify problems a new logo would not solve, and prioritise the applications that place the greatest demands on the system.

The proposal also specifies file formats, typography or image licences, adaptations, and production responsibilities. When a transition is required, we prepare criteria for replacing materials progressively instead of forcing every touchpoint to change on the same day. The system is designed to be usable with the available resources, not only to look convincing in a presentation.

Budget and scope

The cost of a visual identity varies with the starting point, the number of applications, and the depth of the system. Designing an isolated logo is not equivalent to defining visual direction, typography, colour, motion, templates, and usage guidance. The proposal identifies priority applications so the project does not produce assets the team will not use.

How we work

  1. Visual direction
  2. Exploration and selection
  3. Identity system
  4. Applications and usage criteria

Deliverables

  • Logo and brand architecture
  • Typography and color
  • Graphic system
  • Templates and applications
  • Usage guide

FAQ

IS THIS ONLY A LOGO REDESIGN?

Not necessarily. A useful identity defines how logo, typography, colour, composition, imagery, and motion work in real situations. The logo is one part of the system, not the only outcome.

HOW DO WE KNOW THE SYSTEM IS FLEXIBLE?

We test it across priority applications before finalising it: social content, documents, websites, presentations, signage, or packaging depending on the project. This exposes limits and creates usable criteria for the team.

CAN YOU WORK WITH AN EXISTING STRATEGY?

Yes. We review the available material, confirm which decisions remain valid, and identify what is missing to translate them into a coherent visual language. A strategy phase does not need to be repeated when it is already resolved.

HOW MUCH DOES A VISUAL IDENTITY COST?

Cost depends on the starting point, the depth of the system, and the applications to prepare. An isolated logo, an identity with templates, and an architecture for multiple brands are not equivalent projects. The proposal identifies priorities, phases, revisions, production, and licences so the actual scope can be compared. It also separates system design from the later production of assets, print, or development.

HOW LONG DOES A BRANDING PROJECT TAKE?

Timing varies with research, the number of visual routes, applications, and decision-makers. Decision points and feedback deadlines are agreed before work begins. When a launch, website, packaging, or signage is involved, the sequence is coordinated so the system is resolved before dependent assets enter production.

HOW MANY CONCEPTS AND REVISIONS ARE INCLUDED?

We do not measure the process by an arbitrary number of logos. Distinct visual routes are presented with criteria and context, one direction is selected, and it is developed through real applications. The proposal specifies review rounds and what must be validated at each stage, avoiding mixtures of incompatible directions.

WHICH FILES ARE DELIVERED?

Formats are defined from the agreed uses: vector and raster brand versions, colour, typography, templates, graphic assets, and guidance. Required licences and fonts are also identified. Instead of a generic folder, we prepare a structure that the team and its suppliers can understand and reuse.

CAN WE KEEP PART OF THE CURRENT IDENTITY?

Yes. A redesign does not require replacing everything that exists. We audit recognition, coherence, and technical performance to decide what should be retained, adjusted, or retired. Keeping a useful asset can preserve continuity and focus the budget on the points where the identity genuinely limits the brand.

HOW IS THE NEW IDENTITY IMPLEMENTED?

We prioritise the touchpoints with the greatest impact and prepare a transition sequence. Delivery may include templates, specifications, and direction for web, print, packaging, or spatial teams. This prevents each supplier from interpreting the system independently and allows materials to be replaced progressively when everything does not need to change at once.

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