About this Service
I am a brand designer with a minimalist, sophisticated approach to visual identity design. I specialize in logo design, brand guidelines, event design and sales/marketing collateral.
In this package, I will create for you the whole visual identity system - logo design, color palette, font selections, stationery, graphical elements and patterns, and photography style. I will put together your brand book per our creative brief.
Process:
Discovery & Research
Brand Audit: Review all existing materials — logo, website, social media, marketing collateral, tone of voice, etc. Identify inconsistencies.
Stakeholder Interviews: Talk to leadership, marketing, and design teams to understand brand vision, goals, and challenges.
Audience Research: Define target audiences and what resonates with them.
Competitive Analysis: Look at competitors’ visual identities to find whitespace opportunities.
Deliverable: Brand insights summary (mission, audience, perception, differentiation).
Define Brand Strategy
Brand Purpose & Vision: Why the company exists and where it’s headed.
Mission Statement: What the company does and how it creates value.
Brand Values & Personality: Traits that define how the brand behaves and communicates.
Positioning Statement: How the brand wants to be perceived in the market.
Voice & Tone: How the brand sounds in communication.
Deliverable: Brand strategy document or “brand foundation.”
Visual Identity Development
Logo System: Primary logo, variations (horizontal, stacked, icon-only), clear space, and usage rules.
Color Palette: Primary and secondary colors, with hex/RGB/CMYK codes and accessibility notes.
Typography: Font families for headings, body, and digital vs. print usage.
Imagery & Photography Style: Guidance on composition, tone, filters, and subject matter.
Iconography & Illustration Style: Custom icons or graphic motifs that support the brand’s feel.
Deliverable: Visual identity toolkit (logo files, color and typography definitions, imagery examples).
Verbal Identity
Voice Principles: Define key characteristics (e.g., confident, approachable, witty).
Tone Variations: How tone shifts across situations (social media vs. corporate report).
Writing Style: Grammar rules, formatting, use of contractions, preferred vocabulary.
Taglines & Messaging Examples: Sample headlines, mission statements, and value propositions.
Deliverable: Brand voice and messaging guide.
Create the Brand Guidelines Document
Compile everything into a clear, usable reference document.Sections typically include:
Brand Overview – purpose, mission, values
Logo Usage – placement, spacing, dos and don’ts
Color Palette – specs, examples, accessibility rules
Typography – hierarchy and use cases
Imagery & Graphics – photo and illustration style
Voice & Tone – key principles and examples
Applications – examples of the brand in action (website, social, packaging, ads)
Deliverable: A designed PDF or web-based brand guidelines document (sometimes called a brand book or style guide).
Rollout & Implementation
Share the guidelines internally (design, marketing, comms teams).
Host a brand training session or presentation to explain the “why” behind the rules.
Provide easy access to brand assets via a shared drive or digital brand hub (like Frontify or Brandfolder).
Gather feedback and update the guide as the brand evolves.
What is not included:
Sales and Marketing Templates
