Brand
Logo and brand identity
A mark, a palette and a type system, decided once, so that a year of posts reads as one company instead of twelve.
Consistency is cheaper than talent
Most small businesses do not have a branding problem so much as a repetition problem. The logo exists in four versions, the colours drift depending on who made the last post, and the type changes with whoever had the file open. To a customer scrolling past, that reads as instability — not as a small team doing its best.
We settle it once. One mark with proper clear space, a palette of four or five colours with defined roles, and two typefaces with sizes already chosen for a post, a story and a shopfront sign. Everything is handed over as editable files plus a one-page sheet your printer, your signboard maker and your next designer can all follow.
The point is not to look expensive. It is that in month nine, when someone else is making your posts, they still look like yours.
The test
Cover the name on any three of your posts. If a customer still knows they are yours, the identity is doing its job.
What you get
Primary mark and variants
Full mark, compact mark and a single-colour version, each with defined clear space and a minimum size, so nothing gets squeezed or stretched later.
Palette with assigned roles
Four to five colours, each with a stated job — background, text, accent, warning — rather than a swatch sheet nobody knows how to use.
Type system
Two typefaces with the sizes and weights already fixed for headings, body and captions, in web and print.
Applied templates
Post, story, carousel cover and one print piece built out, so the system is proven on real material before you rely on it.
Handover pack
Editable source files, exports in every format you will be asked for, and a one-page usage sheet in plain language.
How the first ninety days run
Nothing here is a surprise on your side. This is the sequence, and roughly when each part lands.
| When | What happens | Your time |
|---|---|---|
| Week 1 | Audit of everything you currently use, plus a short conversation about what the business is trying to be. | 90 minutes, once |
| Week 2–3 | Two directions presented in situ — on a post, on a sign, on a bill — never as a logo floating on white. | One review call |
| Week 4 | Chosen direction refined, palette and type finalised, templates built. | One round of notes |
| Month 2+ | Handover, then the system is applied to every piece of content we publish for you. | None |
Where it goes wrong
What most businesses get wrong.
Chasing a logo, ignoring the system
A logo is maybe a tenth of a brand. Without defined colours, type and rules around it, every post still ends up looking like a different company.
Rebranding away hard-won recognition
If customers already know your mark, throwing it out resets your recognition to zero. Usually the right move is to fix everything around it, not replace it.
No handover files
A brand that lives only on the designer’s laptop dies the day they leave. You should own the editable files and a one-page rulebook, from day one.
What good looks like
You’ll know it’s working when…
Where we’d start
We start by auditing every place your brand currently appears, then lock the three decisions that fix most of the drift: one mark with clear space, a five-colour palette with defined roles, and two typefaces with sizes already chosen.
- Cover the name on any three posts and a customer still knows they’re yours
- Your printer, signboard maker and next designer can all follow one sheet
- Colours and type stop drifting from month to month
- New work comes out on-brand without anyone art-directing it
What we need from you
- ＋Any existing logo files you can find, even the bad ones
- ＋Photographs of your shop, workshop, packaging or vehicles
- ＋Two or three businesses whose look you admire, and why
- ＋One decision-maker who can say yes
Questions
Do we have to change our logo?
Often not. If the mark carries recognition, we keep it and fix everything around it. Throwing away recognition you already paid for is rarely the right trade.
How many directions do we see?
Two, both of which we would be willing to ship. Presenting six is a way of making you do the deciding.
Who owns the files?
You do, from the day they are delivered. Source files included, no licensing, no retainer required to keep using them.
Works well with
Rarely bought alone.
This craft does its best work paired with a few others — here’s what usually goes with it.
Creative design and production
Reels, carousels, thumbnails and banners produced to a weekly rhythm, on brand, without you having to art-direct anything.
Read →Social profile setup
The unglamorous wiring that decides whether a first-time visitor becomes a follower, and whether next year’s campaigns have any data to work with.
Read →Landing page creation
A focused page with exactly one job: turning the clicks your campaigns earn into enquiries sitting in your inbox.
Read →Read next
Social profile setup
The unglamorous wiring that decides whether a first-time visitor becomes a follower, and whether next year’s campaigns have any data to work with.
Creative design and production
Reels, carousels, thumbnails and banners produced to a weekly rhythm, on brand, without you having to art-direct anything.
SEO and keyword research
The words your customers actually type, mapped to the specific page or video that should answer each one.