Tier 02/Brand Identity
A brand people recognise before they read the name.
Brand identity is how your strategy looks and sounds: the mark, the colours, the type, the tone of voice and the rules that hold them together.
We build identity on a settled strategy, either our own Brand Strategy work or a clear strategy you already have, and we document it so your team and your suppliers can use it without us.
Scope
What the identity work covers
- 01
Visual identity
What's included
- Logo and brand mark
- Colour palette
- Typography
- Imagery and iconography direction
- Identity applied to key formats
Ideal for
- Companies repositioning
- New ventures after naming
- Brands that look older than the business
- 02
Verbal identity and tone of voice
What's included
- Tone of voice principles
- Messaging applied to real copy
- Words to use and avoid
- Before and after examples
- Boilerplate and company descriptions
Ideal for
- Teams where everyone describes the company differently
- Companies selling to bigger buyers
- 03
Brand guidelines and design system
What's included
- Practical brand guidelines
- Design tokens for colour, type and spacing
- Component rules for web and product screens
- Usage do’s and don’ts
- Source files you own
Ideal for
- Companies with several suppliers or products
- Brands going onto a new website or app
- 04
Pitch and sales decks
What's included
- Sales deck narrative and structure
- Deck design on the brand system
- Editable master template
- Capability and company profile decks
Ideal for
- Sales and business development teams
- Companies preparing for bigger tenders or buyers
- 05
Brand collateral
What's included
- Proposal and quotation templates
- Company profile
- Stationery and signage direction
- Social and event templates
- Print-ready and digital files
Ideal for
- Companies rolling a new identity out across every touchpoint
Principles
How we approach identity
- 01
Strategy before design.
Every identity choice traces back to a positioning decision, so you can explain why the brand looks the way it does.
- 02
Systems, not just a logo.
We design rules that hold up on a business card, a proposal, a website and a product screen.
- 03
Built for the screen.
Identity is tested on real web and product layouts before it is signed off, not only on a presentation board.
- 04
Yours to run.
Guidelines, templates and source files are handed over so your team can apply the brand without calling us.
Process
How identity work runs
- 01
Brief and direction
- Review the brand strategy
- Audit current identity and materials
- Agree the formats that matter most
- Set the creative direction
- 02
Design and test
- Develop identity routes
- Test them on real layouts
- Refine one route with you
- Write the tone of voice
- 03
Document and hand over
- Guidelines and design tokens
- Templates and decks
- Source files
- Walk-through with your team
Next in the system: website design on the same brand system.
Who it is for
Who we build identities for
- Professional services
- Technical and industrial distribution
- Healthcare and medtech distribution
- Education and training
- Founder-led ventures
Questions
Your questions answered
What is included in a brand identity?
The visual identity (mark, colours, type, imagery direction), the verbal identity (tone of voice and key messages), and guidelines that explain how to use both. Most clients also take sales and pitch decks and proposal templates on the same system. You receive all source files and own everything we produce.
Do you design identity without a brand strategy?
Only if a clear strategy already exists. If it does not, we recommend starting with Brand Strategy or a Brand Diagnostic, because identity designed without a position ends up as decoration.
What is the difference between a logo and a brand identity?
A logo is one element. A brand identity is the complete system: logo, colour, typography, tone of voice, messaging and the rules for using them, so your business is recognisable and consistent everywhere it appears.
Can you help with the words in our pitch deck, or only the design?
Both. We structure the narrative from your brand strategy, write or edit the copy, and design the deck on your brand system, with an editable master your team can reuse.
Do you create design systems for websites and products?
Yes. We turn the identity into design tokens and component rules so your website and product screens stay on brand as they grow. This is what lets us carry the brand through to Brand Websites.
Your company has grown. Has your brand?
Tell us where the brand stops matching the business. We'll reply with a clear next step, usually a Brand Diagnostic.