Our identity work is built off the brack of deep strategy we’ve already done together—the design discovery takes you a step deeper. We’ll walk you through the existing landscape and how your competitors show up. Then we’ll analyze moodboards to home in on your preferences for color, type, photography and design. Together we’ll get just as clear on what you don’t like as what you love. 

Design research begins the moment we kick off. Whenever possible, we start by talking to your customers or a subset of our audience. We look at the market to see what’s already out there and how you can carve out an ownable space. It’s not just about your peers or competitors—it’s about the brands you want to sit next to, or admire in other industries. 

Guided by our research and discovery, we develop concepts—usually on a scale of safe to extraordinary. At this stage you’ll see a possible wordmark, logo, color palette and type. Because of our strategy process, they’re all aligned with your vision, but some might push you a little further than you’re used to. That’s why you hired us—because you don’t want the same-old. Once you choose a concept, we’ll refine it together. 

The design system is what turns a logo or wordmark into a real identity. This is where we bring in the graphic movement, shapes and patterns that imbue your visuals with the personality we defined in the strategy stage. If you have an existing logo you want to keep, we build a vibrant design system to modernize what’s already there.  

We capture every identity in a brand style guide, but whenever possible the real value lies in bringing your strategy and design together in a central brand book—visualizing your personas, your brand voice and breakthrough messaging, and the fine details that make your visual identity powerfully consistent. Beyond daily design, it becomes an indispensable resource for marketing, new team and partner onboarding or for strategic planning.

The real fun comes when your ID comes to life across your assets. We develop a template toolkit that makes daily marketing so much faster. We build templates for emails, POS display, signage, packaging, digital ads, decks or stationery. And if video is core to your strategy then we’ll animate your logo too.