A brand identity built to work, not just to launch
Logos are the easy part. The real job is building a visual system — colour, type, tone, guidelines — that holds together across every touchpoint your customers actually see. I design the whole system, not just the mark.
One identity, applied everywhere it needs to work
A logo on its own is decoration. An identity is the set of rules that lets anyone on your team make something on-brand without asking you first.
Mark & logo suite
Primary logo plus the variations you'll actually need — stacked, icon-only, mono — so it never gets stretched or recoloured badly by someone in a hurry.
Colour & type system
A palette and type pairing chosen for how it behaves in the real world: on a dark background, in Google Ads, printed on a van.
Naming conventions within the brand
Product names, service tiers, internal project names — a consistent naming logic so your offering doesn't read like five different companies.
Brand guidelines
A working reference document, not a 40-page PDF nobody opens — clear enough that a freelancer or new hire gets it right first time.
From first call to a system you can hand to anyone
Discovery
I ask about your customers, your competitors, and where the current identity is already breaking down — not just what you like the look of.
Direction
I bring two or three genuinely different visual directions, not ten timid variations on one idea.
Build-out
The chosen direction gets built into a full system — logo, colour, type, imagery style, applied to your real touchpoints.
Guidelines & handover
You get a reference document and source files, so the identity survives long after the project ends, with or without me.
FAQ
What's actually included in a brand identity project?
Logo, colour palette, typography, and the guidelines to keep them consistent everywhere the brand shows up — not just a single logo file with no rules for how to use it.
How long does a brand identity project usually take?
It varies with how much discovery is needed, but expect it to run over several weeks rather than days — rushing the strategy behind a mark is how you end up needing to redo it in two years.
Can you work from an existing logo I want to keep, rather than starting from scratch?
Sometimes — if the mark itself is solid but everything built around it isn't (palette, type, guidelines), that's a smaller, faster project than a full identity from zero.
Tell me what's broken, or what you're starting.
One email or a fifteen-minute call. I read and reply to every one myself.