01
Position
We start with the one line you want people to repeat. Who it is for, what it replaces, and why it wins.
You get A positioning line, plus the claims we agreed to drop.
A brand system your whole team can apply.
Most brand work ends in a deck nobody opens. Ours ends in rules, tokens and templates. We write down the words to reach for, set the type and colour as named values, then apply them to live pages. Your team keeps using it after we leave.
In the handover
- PositionOne line, signed off
- VoiceRules plus rewrites
- TypeA scale, six steps
- ColourTokens, contrast checked
- MarksSource plus exports
- KitWeb, social, sales
Six layers. Every one lands as a file you can edit.
The six layers we build
Each layer states the method and the file you get back. You can take the whole system or start with position and voice. The rails are the same.
02
Voice
A voice is a set of rules, not a mood board. Words to reach for, words to bin, and the shape of a good sentence.
You get A voice guide with before and after rewrites of your own copy.
03
Type and colour
We set the type scale, the palette and the contrast floor. Each value is a token, so the site and the decks stay in step.
You get A token sheet your designers and your devs read the same way.
04
Identity marks
Wordmark, lockups and the small marks that sit in a favicon or an avatar. Built to hold up at 16px and at poster size.
You get Source files, export sizes, and the rules for spacing them.
05
Applied kit
A brand only exists where people can use it. So we apply it to real pages, real posts and a real pitch.
You get Templates for web, social and sales, ready to duplicate.
06
Rollout
Then we hand it over in a working session. Your team applies it live, and we fix what trips them up.
You get A short guide, one live session, and a fix list from it.
What a voice rule looks like
A rule has two halves and a reason. Reach for this. Drop that. Here is why. These four are from our own guide, so you can see the shape before we write yours.
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Reach forSay what the work is
DropSay what the work unlocks
Buyers pick the clear option. Vague upside reads as filler.
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Reach forOne idea per sentence
DropThree clauses joined by dashes
Short lines survive scanning. Long ones get skipped.
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Reach forPlain, short words
DropLatinate filler like leverage
Plain words read faster and age better in every market.
-
Reach forName the trade-off
DropClaim there is none
Naming the cost makes the rest of the page believable.
The same rules drive our content work and our design direction, so nothing drifts.
How a brand build runs
Four phases, in order. Each one ends in something you can hold. Status is open the whole way, so nobody has to chase it.
| Phase | Focus | What it looks like | Ends with |
|---|---|---|---|
| 01 Read | Your words today | We read your site, decks and inbox replies. | A short note on what is working |
| 02 Decide | Position and voice | We draft the line, then argue it with you. | A signed-off positioning line |
| 03 Draw | Type, colour, marks | We build the system as tokens, not as slides. | A token sheet and source files |
| 04 Apply | Real pages and posts | We put the system on live work and tune it. | Templates and a rollout session |
Want the wider picture first? Read how we work, or see the shape of past builds.
Questions we get first
Four short answers. If yours is not here, ask it on the call and we will answer it straight.
Do we get the source files?
Yes. Type, colour, marks and templates all ship as editable source. You own the system when we finish.
Can our team apply it without you?
That is the point. The rules are written, the tokens are named, and the rollout session is hands-on.
What if we already have a logo?
We keep it. Most builds are voice, type, colour and application. We only redraw a mark when it blocks the work.
How does this connect to the rest?
The same tokens drive our content, web and design work. So the brand holds once we start shipping pages.
Bring us the brand nobody can apply
Send the site, one deck and a recent post. We will say what is holding, what is drifting, and what we would fix first. Then you decide whether we build it.
Prefer email? Write to [email protected] with the one thing your brand keeps getting wrong.