Brand and identity

A brand people remember and recognise wherever they come across it.

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Before we draw a single line of the logo, we find out what makes you different and how your competitors present themselves. Then we prepare two or three visual directions. You pick one, and only then do we turn it into the logo, colours, typefaces and everything else the brand needs.

We start with a workshop: who your customers are, what sets you apart and how your competitors present themselves. If you need a name or a tagline, we come up with those too. Only then do we prepare two or three visual directions, each with its own mood, and you choose the one that fits.

You don’t get the logo as one file but as a whole system: the main version, wide and tall layouts, the symbol on its own, a version for dark backgrounds, a favicon and an animated logo. Alongside it come colours with web and print values, licensed typefaces, a photo style, icons and patterns. We also write down how the brand speaks and put together a prompt kit, so your team’s AI tools write in the same voice.

It all comes together in a brand manual you get as a living web page and as a PDF, with every source file. For a real example, have a look at our own brand, ASCENT, which we designed ourselves.

What’s included

  • Workshop and visual directions
  • A complete logo system
  • Brand voice and an AI prompt kit
  • A brand manual online and as a PDF

What you get

  • Two or three visual directions

    Before we draw a logo, we put together two or three moodboards, each with a different mood. You pick the direction that fits you, and only then does the logo take shape. Nothing gets drawn blind.

  • A complete logo system

    The main logo, wide and tall layouts, the symbol on its own, a version for dark backgrounds, a favicon for the browser tab and an animated logo. Wherever you need the logo, there’s a version that fits.

  • Brand voice and an AI prompt kit

    We write down how the brand speaks and writes, which words it uses and which it avoids, and show it all with examples. You also get a prompt kit, so the AI tools your team uses write in the same voice.

  • A manual as a living web page

    You get the brand manual as a web page. Just send the link to a printer or designer, and keep adding to it as you go. It also comes as a PDF, with every source file.

  • Workshop and competitors

    At the opening workshop we talk through what makes you different and who your customers are, and look at how your competitors present themselves. We write the answers down, because we come back to them with every decision that follows.

  • Name and tagline

    If you still need a name or a tagline, we put forward several options and choose together the one that fits what you do.

  • Colour, type and photography

    Your palette comes with values for web and print, so the colour on your business card matches the one on your website. Typefaces come with their licences. We describe how your photos should look and add icons, patterns and graphic elements that hold the brand together.

  • Templates

    Business cards, letterhead, an email signature, a presentation template, social media posts and stories, and ads. Your team just fills them in and everything looks consistent.

  • The brand in real life

    We show the brand on signage, merchandise and packaging, so you can see how it will look in real life before anything goes to print.

What you end up with

  • The brand manual, online and as a PDF
  • Every version of the logo
  • All the source files
  • Templates for everyday use
  • A voice guide and AI prompt kit
How we work

How a brand comes together

Four steps from the first conversation to the finished manual. The logo only comes in step three, because without a clear direction it would be guesswork.

  1. Workshop

    At the opening workshop we talk through what makes you different, who your customers are and how your competitors present themselves. If you need a name or a tagline, this is where we look for it.

    What you get

    • Brand positioning
    • Competitor overview
    • Name and tagline if needed

  2. Visual direction

    We prepare two or three visual directions, each with its own mood, colours and type. You choose the one that suits you, and the palette, typefaces and photo style grow out of it.

    What you get

    • Two or three directions
    • Colour palette
    • Licensed typefaces
    • Photo style

  3. Logo

    We draw the logo and all its versions, including an animated one, and try it straight away where people will see it: on a business card, in a social post, on signage or on packaging. If it doesn’t work somewhere, we fix it there and then, not after handover.

    What you get

    • Every version of the logo
    • An animated logo
    • Real-life mockups

  4. Manual and templates

    We describe the brand voice with examples, put together an AI prompt kit and prepare templates from business cards to ads. Finally you get the manual as a web page and a PDF, along with every source file.

    What you get

    • Manual online and as a PDF
    • Source files
    • Templates
    • Brand voice and AI prompts

Frequently asked questions

No. There are two ways to go about it, and both work.

If you have a logo, colours and typefaces, we build the site around them. If you have nothing, or just an old logo, we design the identity as part of the project. It’s priced as a separate item, but it all happens in one go, and the result hangs together better than a site bolted onto someone else’s identity.

Related projects

All projects

SkinSkin

A clinic where people choose a treatment by what bothers them, not by its name.

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Koru Space

A yoga studio whose site lets the photography do the talking, with very little copy.

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Other services

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