Tokyo Calm

You have traction, investment behind you, and a category you intend to own. Your brand should reflect that.BrandCraft Elevate is a full strategic brand build for founders who are ready to scale with serious intent. We go deep on your market position, your messaging, your visual identity, and the narrative you need in investor rooms. What you get is not just a brand that looks the part. It is one that actively works to grow the company.Our clients have collectively raised over £150M. Brand is not decorative at that level. It is strategic infrastructure.Strategy deliverables:Brand authority audit covering your current positioniChecking brand core and beliefs for accurate voice and positioningChecking brand core and beliefs for accurate voice and positioningDribbble profiles have a character limit so this needs to be punchy, specific, and work hard in a short space. Here it is.Tokyo Calm is a brand strategy and design studio for planet-positive founders.We work with funded startups and scaleups who have built something worth believing in and need a brand that makes other people believe in it too. Our clients have collectively raised over £150M. That is not a coincidence.Our approach is rooted in Shokunin, the Japanese principle of relentless craft. It means we do not separate strategy from design. Every visual decision we make is grounded in something true about your business, your market, and the people you need to reach.We are not a generalist agency. We do not take every brief that lands in our inbox. We partner with founders who are building companies that are genuinely good for people and the planet, and we go deep with them.If that is you, we would like to work together.ng, visual presence, and messaging against your category so we know exactly what we are building toward and what we are leaving behind.Category leadership map identifying the white space in your market and where your brand needs to plant a flag.Full messaging playbook including audience profiles for up to three distinct segments, core messaging pillars, a validated value proposition, and scenario-specific copy examples across pitch, sales, web, and social.Brand purpose, positioning, promise, and character built to the same depth as Foundation but with more research, more iteration, and more rigour behind every decision.Tone of voice system with written examples across six communication contexts including investor communications and category-level thought leadership.Investor narrative framework connecting your brand story directly to your fundraising thesis so both tell the same story.Identity deliverables:Full logo suite including primary, secondary, submark, and icon-scale version with comprehensive usage rules.Extended colour system with primary, secondary, accent, and neutral values plus explicit guidance on proportion and pairing.Advanced typography system covering display, heading, subheading, body, caption, and data contexts.Custom brand asset library including graphic devices, patterns, or illustration style direction specific to your visual world.Motion design applied to core brand assets with animated logo and at least two identity elements delivered as Lottie or GIF files ready to use.Touchpoint exploration across a minimum of eight real applications including pitch deck, social templates, email signature, and digital product contexts.Advanced brand guidelines significantly deeper than a standard guide, covering every rule, every edge case, and every application your team will encounter at scale.Final files across every format you will ever need.Who this is for: Funded founders who have outgrown their current brand. Companies preparing to raise and needing a brand that signals they deserve it. Leaders who want to walk into a board room and have the brand do half the work.Delivered in 30 working days

Your brand is making a first impression every day. Right now, it might not be the right one.BrandCraft Foundation is where planet-positive founders get a brand built on actual strategy, not aesthetic guesswork. We start with your purpose, your market position, and who you need to believe in you before we touch a single visual. What comes out the other side is a brand that can walk into a room with investors and hold its own.**This is not a logo package. It is the foundation your company grows from.Brand Strategy deliverables:Brand purpose statement that goes beyond mission-speak and says something true and specific about why you exist.Mission statement defining what you do and how you do it right now.Vision statement articulating the future state you are building toward.Core values, three to five principles that govern how you operate and make decisions, written to be lived by rather than laminated.Positioning statement that locates you precisely in your category and against your competitors.Brand promise, the one commitment you make to every customer, every time. Brand character definition covering personality, values, and the three attributes that should be felt in every touchpoint.Tone of voice guide with real written examples across four different communication contexts so your team can write on-brand without asking you first.A kill list: the words, phrases, and positioning territory you are retiring for good.Identity deliverables:Primary logo with all construction and clearspace rules. Secondary logo and submark for contexts where the primary does not fit.Full colour system with primary, secondary, and neutral values, hex, RGB, and CMYK across all of them.Type pairing with hierarchy rules for heading, subheading, body, and caption.Touchpoint mock ups to see how your new identity can flex in different scenarios giving future designers a clear steer on how to use the visual language.Core brand guidelines covering every rule your team or a future designer needs to apply the brand consistently.Final files in every format across AI, SVG, PNG, JPG, and PDF.Who this is for: Founders and companies who have the product working and need the brand to catch up. Companies preparing for their first serious funding conversation. Teams who are tired of explaining what they do and want a brand that does it for them.Delivered in 20 working days