A system instead of chance.
Many businesses grow organically, and their visual identity simply grows alongside them: a logo from an online builder, a website in one colour, business cards in another, the latest presentation looking like it belongs to a different company entirely. Individually, each element might look fine. Together, it looks like three different companies rather than one.
That’s more than a matter of taste. Anyone who looks different in a quote, on the website and in person has to rebuild trust from scratch every time. In B2B, where your quote is almost always compared side by side with others, that costs you time and credibility.
ResultConsistent beyond the screen, too.
After working together, you’ll have a brand system you can keep applying yourself: on the website, in print materials such as business cards, flyers, quotes and invoice templates, in presentations, and on social media. Nobody has to guess which colour or font is "the right one" anymore.
Typical request
“My logo is from the internet” or “I look different everywhere, it doesn’t feel coherent.”
What you get
A design system you can apply across all media. Consistent, professional, recognisable.
Analysis first?
For the corporate identity foundation, we start with a short analysis of your existing brand and target audience.
Who is this for? And who isn't it for?
A good fit for
Businesses launching a new appearance, wanting to unify an existing one, or whose brand has "just grown somehow" over the years instead of being deliberately designed. Also for businesses planning a relaunch who want to bring website, print and social media onto one shared system in the same step.
Probably not a fit for
Anyone looking for a single logo with no system behind it, or anyone who already has a solid, current brand system and just needs the odd graphic. For pure one-off graphics without any strategic ambition, the full process usually isn't worth it.
What you should bring
Some time for feedback rounds and an honest read on your target audience. We’ll work out the rest together. Existing material like an old logo, presentations or photos helps, but isn’t a requirement.
What's involved, in detail.
Not every module is relevant to every project. What you actually need is something we clarify in the initial conversation.
Brand strategy
Positioning, target audience and competitor analysis, brand values and tone of voice form the foundation everything visual is built on. Skip this step and any logo ends up feeling interchangeable, because it doesn't tie back to a clear message.
Visual identity
Logo, colour palette, typography and imagery are developed as one connected system, not a loose collection of individual files. That way the appearance stays consistent even as new materials get added later.
Applications
Business stationery, print materials, social media templates and carrying the system over to your website. Because the best strategy is worthless if it only exists on paper.
Documentation
A style guide with clear rules of use, so you or a later provider like a printer can keep applying the system correctly without having to ask each time a new piece of material comes up.
For your personal presence as a business owner or executive on LinkedIn, see LinkedIn & Personal Branding. That's deliberately a separate area, because there an individual person is at the centre, not the company.
What you actually walk away with.
No vague promises, just concrete files you can use immediately. Whether you apply them yourself or hand them to a third party is up to you.
- Logo file package in all common formats (vector, web, print)
- Style guide/brand book with colours, typography and rules of use
- Template library for business stationery and print (depending on scope booked)
- Social media templates in the same system
How a project typically runs.
The steps below show the typical case. Depending on scope, for instance with the CI foundation alone, individual steps get shorter or merge into one another.
Understand
What already works about your current appearance, what doesn't?
Analyse
A look at your target audience, competitors and existing brand elements.
Conceptualise
An initial direction for colours, typography and tone. For discussion, not yet a finished result.
Design
Developing the logo and system based on the agreed direction.
Align
Two rounds of revisions (Start package) or ongoing coordination (larger projects).
Hand over
You get all files and the style guide, ready to apply on your own.
Direct collaboration instead of an anonymous design department.
One point of contact
You work with me personally throughout the whole project. Nobody hands you off to rotating team members or interns.
Strategy before design
No logo without prior positioning. Otherwise any design starts feeling interchangeable as soon as the next trend comes along.
An honest assessment
If a request doesn't make sense from a brand perspective, I'll say so. A frank no beats a design that needs reworking again in six months.
On references: You won't find invented client logos or case studies here. And I'm not allowed to show real ones, because my client projects are covered by non-disclosure agreements (NDAs). What you get instead: real feedback on my Google Business Profile, and in the initial conversation an honest assessment of your current appearance, plus insight into how I work and what quality standards I apply.
Start, growth or ongoing support.
These three paths are an orientation. What we actually do is agreed individually, and there is no minimum budget.
CI foundation
Colours, typography, imagery and basic layouts for website and social media in one compact package.
- Clearly defined scope
- Fixed price by quote
- Two rounds of revisions
Complete brand system
CI foundation plus print, business documents and application examples for all key channels.
- Several service modules combined
- Individual prioritisation
- Ongoing coordination
Ongoing brand care
For businesses that continuously develop their appearance and need new materials.
- Monthly support
- New templates as needed
- Contact person on call
What clients want to know beforehand.
That depends on scope. No two brand projects are alike, which is why there are no flat prices here. After the initial conversation, you'll get a written quote with scope of work and price.
A CI foundation can often be delivered within a few weeks; a complete brand system with many applications takes correspondingly longer. We set the specific timeframe in the quote.
Yes. Sometimes a refinement is enough instead of a completely new logo. We'll discuss that honestly in the initial conversation before anything gets redesigned automatically.
Two rounds of revisions in the Start package. For larger projects we coordinate on an ongoing basis instead of setting a rigid number of rounds.
Ongoing content creation for social media or web development are separate services (see LinkedIn & Personal Branding or Websites & Landing Pages) and aren't automatically part of a brand system project.
You work with me personally throughout, instead of with rotating points of contact. In exchange, my capacity is deliberately limited, because I want to do every project justice.
Yes. Some clients start with just the CI foundation and add print or social media templates later. The system is designed from the outset to be extendable.
You get all files and the style guide for independent use. If you need support with new materials later, that's available through ongoing brand care (see above). You're under no obligation to take it.
Complementary areas.
Show me how you currently present yourself.
There's no obligation attached. I’ll take a look and tell you honestly where you stand.
Get your brand presence reviewed