Most brands are now encountered first as an avatar, a thumbnail or a browser icon. An identity that only works on a billboard is a liability. A brand system has to keep its character at small sizes, in motion, in dark mode, and in the hands of whoever posts on a Tuesday afternoon.
Refresh, or start again?
The first decision, and the most expensive one to get wrong.
Refresh
When the brand is recognised and the problem is inconsistency, dated execution or poor results at small sizes. The recognisable parts of the mark are kept and the system is rebuilt around them.
New identity
When the business has changed what it does or who it sells to, when there is a merger or a new name, or when the current mark cannot be made to work.
What an identity system includes
- Positioning and tone of voice
- A logo, or a refined one, with a full set of lockups for different spaces
- Colour system, typography scale and imagery direction
- Icons, graphic devices and motion principles
- Guidelines covering digital, print and social use
- Templates for social posts, presentations, documents and campaigns
Designed for small screens first
Each identity is tested at the sizes where people actually meet it — avatar, thumbnail, favicon — and in dark mode and in motion, before it is signed off.
Where the brand appears in more than one language, bilingual lockups are designed as part of the system rather than improvised later.
What you own at the end
Editable source files, exported formats for every application, and full usage rights are handed over when the project closes. The guidelines ship with working templates, so your team can produce on-brand material from the first day — the reasoning is in our piece on guidelines people actually use.
After the launch
Campaign artwork, social templates, pitch decks, packaging, print, signage and event material. Ongoing design support keeps the brand consistent once the launch is over, which is exactly when most brands start to drift.
Related services
SEO Services
Technical SEO, content strategy and digital PR, now aimed at answer engines as well as classic search results.
Content Creation
Editorial, social and campaign content produced on a schedule your channels can actually sustain.
Photography & Videography
Corporate video, product photography and social-first video production, from concept through to final grade.
Planning a new identity or a refresh?
Tell us what has changed in the business and send the current brand assets. The first conversation is usually about whether a refresh will do.