A brand is a promise people remember
A brand is more than a logo. It is what customers expect when they see your name, whether they meet you on Google, Instagram, a shop sign or an invoice. Consistency builds that memory, and inconsistency erodes it, which is why I begin with strategy before design.
Strategy first
We start by working out who you serve, what you do better than the alternatives and how you want to be seen. That positioning decides the name, the look, the tone of voice and what you say in the first line of your website, so every later choice has a reason behind it.
Identity: name, logo and visual system
I design the logo, colour palette, typography and supporting graphics as one system, using the craft described under graphic design. If you need a name, I help develop and check options, so you end up with an identity that is distinctive and usable on screens, signage and packaging.
Voice and a 30-page brand handbook
Words matter as much as visuals. I write a short guide to how the brand speaks, with examples of what to say and what to avoid. All of it goes into a 30-page handbook covering logo use, colours, type, tone and examples, so your team and any future designer or agency can stay consistent without calling me.
Rolling the brand out
A new identity only pays off when it is used. I apply it to your website through website design, to your feeds through social media marketing, and to the articles and pages you publish through content marketing, so customers meet the same brand everywhere.
When it is time to invest in branding
These are the common signs:
- You look very similar to your competitors.
- Your website, social pages and printed material don't look like the same business.
- You are launching, expanding or changing what you offer.
- You want to charge for the quality you deliver, but your image doesn't show it.
A refresh can be as light as tightening the existing look into a proper system. A full rebrand is only needed when the current direction no longer fits.
