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Brand Identity Design

Logos, visual identity systems, typography, colour, and brand guidelines.

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Overview

Your identity is working long before anyone reads your copy. It decides whether a pitch deck looks fundable, whether a product screenshot looks trustworthy, and whether a storefront looks worth the price.

We design identity systems for early-stage SaaS, D2C, e-commerce, fintech and Web3 companies. The output is a system: a mark, a colour and type palette, a visual language, and the rules that keep it consistent when someone other than us designs the next slide or landing page.

When a new identity is the right call

Most identity work starts because something changed. You raised a round and the logo still looks like the weekend it was made. You moved upmarket and the brand reads cheaper than the product. Or you are about to rebuild the website and do not want it to inherit a look you already plan to replace.

That last case matters most. For companies rebuilding their website, identity is often the first phase, because the site inherits whatever the identity establishes. Doing them in the opposite order usually means designing the site twice.

When it is not

If the brand is working and you only need cleaner logo files or a handful of new assets, a full identity project is more than the moment calls for. Tell us what you need and we will scope to that.

Already have guidelines or a design system? We can work inside them. It usually makes things faster, since it removes a round of decisions that would otherwise be made from scratch.

What’s Included

Strategy

A focused discovery on positioning, audience, competitors and the places the brand has to work hardest
A written creative direction that every design decision can be checked against

Identity system

Logo and a flexible logo system: primary mark, secondary lockups, and a symbol that holds up at favicon and app-icon sizes
Colour palette with primary, supporting and neutral colours, specified for screen and print
Typography: typefaces, a type scale, and rules for headings, body and interface text
Visual language: iconography, imagery direction, and graphic elements where the brand needs them
Motion principles for how the brand moves in product, on the website and in video

Rollout

Brand guidelines your team can follow without us in the room
Launch collateral, scoped to what you need on day one
An organised asset kit in the formats your designers, developers and printers will ask for

Not included by default

Copywriting. If the identity needs a tagline or brand messaging, tell us early and we will bring in a writer.

How We Work

Discovery. We start with your positioning, your audience and where the brand will live most. A SaaS brand that lives inside a dashboard needs different things from a D2C brand that lives on packaging and Instagram.
Direction. We explore a small number of distinct routes, each with a clear rationale, and narrow to one with you. A few sharp options lead to a better decision than a wall of logos.
Design. We build out the full system from the chosen route and test it on real surfaces: your website, product screens, a deck, social posts. A mark that only works on a white background is not finished.
Refinement. Revision rounds are written into the statement of work, usually two per stage, so everyone knows what finished looks like.
Handover. You get the guidelines and the organised asset kit. If a website rebuild follows, the identity carries straight into it.

What we need from you

One person with authority to approve, access to any existing brand material, and feedback batched into consolidated rounds. Those three things do more for the timeline than anything we do on our side.