Brand identity
Each tier starts with what owners usually ask for, a logo, cards and files for the ute, then adds strategy, research and support as it goes up.
Where every tier starts
Every choice in your brand traces back to your customers, your competitors and your goals, and it's decided before the logo is drawn.
That's the difference between a brand and a file. The workshops and research come first, so the logo, colours and materials that follow all point the same way.
Then you're not handed a PDF and left to it. Every tier includes support after handover, so someone's there when the questions start.
Three brand tiers
Your quote is written after a short conversation about the business.
A new business that needs to look credible now
Estimated timeline: 1 month
A business ready to build its brand properly
Estimated timeline: 2 months
A business with a team and several services, or a full rebrand
Estimated timeline: 3 months
Compare the tiers
LaunchA new business that needs to look credible now | Most popularFoundationA business ready to build its brand properly | EstablishedA business with a team and several services, or a full rebrand | |
|---|---|---|---|
| Strategy and research | |||
| Workshops | One 90-minute workshop: who you're for, what makes you different, how you want to come across | Discovery questionnaire and two 90-minute workshops: audience and positioning; values, mission and growth plans | Discovery questionnaire and three 90-minute workshops, including a team session |
| Brand summary | 1 page | 3 pages, with a positioning statement and three key messages | 5 pages, with positioning, key messages and tone of voice |
| Research | Your answers, plus a look at two competitors | Three local competitors; a market snapshot; one customer profile | Five competitors; a market snapshot; two customer profiles; up to five short customer conversations or a survey |
| Brand rationale | Not included | One page tying each design decision to your customers and goals | Two pages, with the research notes behind each decision |
| Identity | |||
| Visual direction | 1 moodboard direction, 1 refinement | 2 moodboard directions, 1 refinement | 3 moodboard directions, 2 refinements |
| Logo package | Main logo and 1 secondary mark; 2 concepts; 1 refinement round | Main logo, secondary logo, icon and wordmark; 3 concepts; 2 refinement rounds | Main logo, secondary logo, icon, wordmark, favicon and social avatar; 3 concepts; 3 refinement rounds |
| Colours, fonts and graphics | Colour palette with codes; up to 2 fonts | Palette; up to 2 fonts; 1 pattern; up to 6 brand icons | Palette; up to 3 fonts; 2 patterns; up to 12 brand icons; photography style notes |
| Brand guidelines | 10 to 30 pages | 30 to 60 pages | 30 to 60 pages |
| Rollout | |||
| Marketing materials of your choice | 1 piece, for example a business card | 3 pieces | 5 pieces |
| Note | You choose the pieces and the tier sets how many. Each piece is one design with one concept, one refinement round and print-ready files. A few possibilities include:
Larger pieces, like brochures and capability statements, are part of the marketing materials packs. | ||
| Logo files for signs, uniforms and vehicles | ✓ | ✓ | ✓ |
| Social media starter | Profile image and one cover image | Profile and cover images; 3 post templates and 1 carousel template in Canva; a short how-to | Profile and cover images; 6 post templates, 1 carousel, 1 story template and highlight covers |
| Marketing starter | Your first three priorities on one page | 90-day marketing roadmap and a Google Business Profile checklist | 90-day roadmap, customer journey map, launch plan, and a review of your website, ads and landing pages against the new brand |
| Support and handover | |||
| Support after handover | 30 days: two 30-minute check-ins; email answered within 2 working days | 90 days: a 45-minute call each month; email answered within 2 working days | 90 days: a 30-minute call each fortnight; email answered within 1 working day |
| Every file, yours on final payment | ✓ | ✓ | ✓ |
| Estimated timeline | 1 month | 2 months | 3 months |
Every project is quoted in writing and paid in four monthly instalments, with the first before work starts and the final files released with the last. Not included in any tier: printing costs, photography, video, paid fonts and ongoing design production. Extra refinement rounds and extra materials are quoted separately.
What comes next
A finished brand is the start. Next come the materials and words that put it in front of the right customers, and someone to help you use it well.
Common questions
You can. I just won't make it in isolation, because a logo only works when you know who it's for. Launch is the smallest way to do it properly: one workshop, a logo package, your colours and fonts, and a marketing material of your choice, like a business card.
You can, and I won't judge it. Put real thought into who it's for, and check it works on a uniform, a sign and a website. If you want it done properly, with the thinking behind it and support after handover, that's what the brand tiers are for.
That's why there's a Launch tier, and why every project is paid in four monthly instalments. You can also rebrand later as the business grows. Start with what the business needs now.
Around 1 month for Launch, 2 months for Foundation and 3 months for Established. You'll get a written timeline with your quote before anything starts.
Not always. Part of the research is working out what's worth keeping. A rebrand can build on the recognition you already have rather than throwing it away.
You choose the pieces, and the tier sets how many: 1 for Launch, 3 for Foundation and 5 for Established. Choose from business card design, email signature, letterhead design, uniform, poster design and more. Larger pieces like brochures and capability statements are part of the marketing materials packs.
You do. You get vector, print and web formats of every logo and template, and ownership passes to you on the final payment.
Every tier includes support after handover: 30 days for Launch, and 90 days for Foundation and Established. After that, you can put the brand to work with a materials pack, keep going month to month, or stop there. No lock-in.
Next step
I'll ask a few questions, tell you what I'd look at first, and you can decide if it's worth a proposal. No obligation.
