Brand & Identity
Outcomes
A clear answer to what you do and who for
Most companies describe themselves in terms that would fit any competitor. Specific positioning is uncomfortable to commit to and is the entire point.
Consistency across every surface
Website, decks, product, proposals and social all recognisably the same company. Inconsistency reads as small and disorganised.
Messaging your team can actually use
Sales and marketing saying the same thing without being handed a document nobody opens.
An identity that works in practice
Systems designed for real constraints — small sizes, dark mode, accessibility, a single-colour print job — not just for the presentation deck.
What we build
Positioning — category, audience, differentiation, and the reasons to believe it. Grounded in what you can actually defend, not aspiration.
Messaging framework — value proposition, proof points, objection handling, and language by audience segment.
Naming for companies, products or services where required, including availability and trademark screening.
Visual identity — logo system, colour, typography, layout principles, iconography and imagery direction.
Brand guidelines built to be used: practical, specific, with real examples rather than abstract principles.
Application across website, presentations, documents and product interface, so the system is proven in use rather than in the abstract.
How it works
Weeks 1–2 — Research. Customer and team interviews, competitive landscape, category conventions and where breaking them helps. Sales conversations are the most useful input available.
Weeks 2–4 — Positioning and messaging. Developed collaboratively with your leadership, because positioning nobody agreed to does not get used.
Weeks 4–7 — Identity design. Concepts, refinement, system development. We present a small number of considered directions rather than a large number of variations.
Weeks 7–9 — System and application. Guidelines, asset production, application across primary surfaces.
Where this applies
Strongest at inflection points: repositioning, a new category, a merger, or a brand that no longer matches what the company has become.
Weakest as a substitute for a product or distribution problem. Rebranding when the real issue is that nobody knows you exist is an expensive way to postpone the actual work, and we will say so.
How we scope and price
Fixed scope, quoted after an initial conversation. Cost is driven by scope of research, whether naming is included, and how many surfaces need application. Positioning-only engagements are available and are often the right starting point — if the positioning is unclear, a new logo will not help.
Frequently asked questions
A refresh updates the expression; a rebrand changes the position. If what you do and who you serve has genuinely changed, it is a rebrand. If it looks dated, it is a refresh — and considerably cheaper.
Around eight to ten weeks for positioning plus identity. Positioning alone is three to four. Naming adds time due to availability and trademark screening.
Often, yes. Many identity problems are inconsistent application, poor typography and no system — none of which require a new mark. We will tell you if the logo is genuinely the problem.
Leadership for positioning decisions, sales for how prospects actually talk, and customers where they will speak to us. Customer interviews consistently produce the most useful material.
Positioning and messaging documents, full identity system, guidelines, source files, and application across your primary surfaces. All source files are yours.
We screen for conflicts during naming, but registration is a legal process and you should use a trademark attorney for it.
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Performance Marketing
Paid acquisition managed against pipeline and revenue rather than clicks and impressions — with the tracking to prove which spend actually worked.
Content & Video
Content built to be found, cited and remembered — written by people who understand the subject, structured for both search engines and AI assistants.