Brand Strategy

Somebody is using the old logo right now.

It’s on a quote template, in an email signature nobody knows how to edit, and on signage that went up before the last refresh. A brand project that ends with a PDF leaves all of that where it is. Ours ends with a kit your team can use, short rules they can follow without asking, and a list of every place the old logo still appears.

What the work is

Six things, and what each one gets you.

Brand identity development

How the logo, colours and type work together, including small sizes, dark backgrounds and one-colour print. Written down, so the next designer gets it right the first time.

Market research and positioning

Who you’re really compared to, taken from what your customers said while they were deciding. It’s often a competitor you don’t think about, and a reason to buy from you that you’ve never written down.

Logo and visual design

Drawn and tested at the sizes you’ll use it: the website header, the icon in a browser tab, an invoice, a printed shirt or bag.

Brand messaging and voice

Rules someone can apply on a busy day: three things you always say, three you never say, and the opening line for a quote.

Digital branding solutions

Templates and components inside the tools your team already uses. Until those exist, the rest is theory.

Rebranding services

Including the migration list: every place the old brand appears, who owns each one, and the order to change them in. That list decides whether a rebrand takes.

What it costs and how it runs

Scoped after week zero, because a refresh and a rebrand are different jobs.

Scope	Scoped after week zero. A logo refresh and a full rebrand are different projects, priced differently
Running	$0. A kit has no monthly cost
Us, after	$0. Source files, fonts and licences in your name. Hand the kit to any designer you like
Not included	Font licences you don’t already hold, stock photography, and signage or vehicle wraps. We price those before you choose anything

Week 0

We find where the brand already is

Every place it appears and every version in circulation, listed. The count is usually higher than anyone expects, and the work has to get through all of it.

Weeks 1 to 4

Positioning and voice, then the logo

We agree what the business stands for before anyone draws a mark. Skip that step and the logo gets judged on taste alone.

Weeks 5 to 6

The kit, and the list

Files, templates and rules, plus the migration list with an owner on each line. Small enough that your team will open it again next month.

Questions about this one

What people ask before they start.

Do we need a rebrand?

Usually not. Most businesses need a kit and some rules around the logo they already have, which costs a fraction of a rebrand. A full rebrand earns its money when the name no longer describes what you sell, when customers confuse you with someone else, or when the logo can’t work in the places it now has to go. If none of those is true, keep it.

You measure everything else. How do you measure this?

Less precisely than we’d like. Recognition can be tested, but the research costs more than most small businesses want to spend. What we can check cheaply is use: how many versions are in circulation this quarter against last, how long a new hire takes to produce a correct quote, and whether the kit gets opened. Those are proxies, and the report calls them proxies.

What stops it drifting again in two years?

Drift starts when someone needs a file in a hurry, can’t find the right one, and makes their own. So the right file has to be easier to find than a new one is to make: templates in the tools your team already uses, and rules short enough to read. If our kit is harder to use than improvising, people will improvise.

Why won’t you put a number on it yet?

Tidying the logo you have and replacing it outright can differ several times over in cost, and week zero tells us which job this is. After it, you get a fixed price against a scope you’ve agreed. Asking costs nothing.

Tell us where the brand shows up today.

Describe the business, where the logo appears, and what feels out of step. We’ll reply with where we’d start, and whether you need a project at all.

Talk to us about your brand