Trust the Process.
brand design process & pricing
There's no magic potion for creating a killer Brand Identity. Great brands are built in all sorts of ways. That's the beauty of it. Over the years, we've worked on dialling in our own approach, seeing how it can be done to its best. Whether it's a freshly minted method or a seasoned one, we believe that having a clear process, a roadmap for creative exploration, is essential. Here's how we do it, along with the different levels of projects that we offer.
01 Introductions.
Our process starts with building trust through honest conversations. We work with partners whose vision aligns with ours, and approach their brands as if they were our own. Before starting any project, we have an open, casual chat to fully understand your needs and goals with this project.
HERE ARE SOME EXAMPLES OF WHAT WE WILL COVER
a general intro to you & your company.
Why is now the right time to focus on your brand?
What are your ultimate goals for this project?
What size brand project are you looking at?
02 The Paperwork.
After understanding your needs, we'll build a Project proposal outlining the scope, timeline, and costs. We can adjust these to suit your goals and budget. Once you sign off on everything, we’ll sign a contract, and a 50% deposit payment secures your project and locks in the details. The remaining balance will be spread out over the course of the project, in two more 25% instalments.
THE PROJECT OVERVIEW COVERS
Project scope breakdown
Estimated timeline, with key milestones outlined.
Breakdown of costs
Service contract
50% Project deposit invoice
03 Diving Deep.
We start every project with a deep discovery process. Depth is tailored to your project size. Our goal is to hear from each important person involved, to learn as much as possible about your company, and how you want your brand to look, feel and navigate the world.
HERE’S some high level EXAMPLES OF WHAT WE WILL COVER
diving into your brand core (mission, vision, purpose & values)
Who's your target audience?
How do you want your brand to make people feel?
Are there any brands you really admire?
Some visual examples of your inspiration.
04 the blueprint.
Before any design takes shape, we start with the Blueprint. a two-part document that brings clarity to the process and gets everyone on the same page.
we take all of the info we’ve gathered through our discovery process and we start off by digging into the foundations of your brand: the story that will guide every creative decision as we build your brand. Then we lay out the visual direction with a curated moodboard full of design references, imagery, textures, and typography that capture the feel we’re aiming for.
This phase isn’t about finished work, but about making sure we’re aligned on where we’re going, so the creative hits right, the first time. We’ll workshop it together, make sure the vibe feels on point, and build from there as we move into the first round of design.
05 Time to get to work.
Once we have your green light on the blueprint, the magic begins. This is where you get a well-deserved break while we get to work on turning ideas into designs. Don't sweat it if you don't hear from us in this time, it just means we’re fully immersed in your project. We’ll reach out if we need additional input.
Our standard project scope includes three rounds of design. You can view the timeline and details of each round using the drop-down menu.
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Within the Identity Proposal, we set out our stall for the Brand Direction. This document will include Brandwork (mock-ups and creative elements showcasing the brand in real-life applications) an overview of the marks, typeface & colour palette, as well as any additional identity elements included in your deliverables.
We break down our created elements and decision-making surrounding the identity in our design notes, and depending on your scope, we run through this with you on a review call.
Once reviewed, this is where we will take your feedback and questions, as we move on to the next stage.
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We take your feedback from the Identity Proposal and get to work on implementing the changes. Once the changes are made, you will be able to review them and deliver your feedback and change requests as we move into the final round of Identity Refinement.
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The final step of the creative process comes in the Identity Refinement. At this point we will have gathered all of your feedback from the previous rounds and implemented them, landing on the final iteration of your identity.
If you need more tweaks beyond this, we can either include more rounds within the initial scope or make additional changes at an hourly rate. Either way, we like to keep feedback focused and efficient to save everyones time and energy.
06 Delivery.
Once we have the official thumbs-up, it's time to get your brand out in the world. For a typical identity project, we'll send you all of the logo files, any design assets we created as part of the scope (patterns, illustrations, etc.), and an overview document.
HERE’S WHAT YOU’LL GET AFTER SIGN OFF:
your design files in every file format you could need (AI, PNG, SVG, JPG, PDF, etc.)
the assets that were included in your deliverables (illustrations, additional marks, brand collateral etc.)
Links to purchase your own licence for any paid brand fonts that were selected.
Brand Overview Document and/or guidelines depending on project scope.
project sizes.
Well, that's the process laid bare, but providing some example project sizes can help you make the best decision for your brand.
you can check them out below, with details of pricing, timelines & deliverables for each. over the years, we’ve found that one of these 3 sizes hits the mark for most folks, but all of them can be tweaked to suit your scope.
core build
A clean identity that gets you off the ground
Price: $2,500
Timeline: 2 to 4 weeks
Our starter is for new businesses and side projects that need to look sharp and professional without going through a deep brand strategy process. It focuses on the essentials, so you walk away with a clear, usable identity that feels considered, but is simple enough to move quickly.
Core is about giving you the minimum effective toolkit. You will get a strong visual starting point that you can grow into.
who is this for?
small businesses that are just getting going
Brands with a limited budget who need something clean and cohesive for use across touchpoints, not just a single logo file
What you walk away with:
You leave our core build with a small but intentional identity system and a clear style reference. You will be able to use your brand effectively and brief your team and partners with confidence.
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This tier keeps strategy intentional. The focus is on understanding your taste and goals so the design feels like you, without building a full brand framework.
Light discovery and intake
Kick-off questionnaire to understand your business, your audience at a high level, and your personal preferences.
Light Blueprint
A single Page Document that sets out the direction for the project. This includes 2 sections:
Brand Foundation, which is made up of:
Brand Core: A snapshot of who you are, what you do, and what you stand for.
Brand Positioning: High-level view of your audience, how you communicate and what makes you different.
Creative Direction: An overview of general style, and some notes on where we are leaning as we move towards design.
Visual Mood-board: A small set of references that anchors the direction. This is not a full creative direction deck, just enough to align on feel.
Core Design Notes: With each round, we include short written notes that explain why certain choices were made, such as why a particular type style or colour palette suits your brand.
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Core Marks (3 Total)
Icon: Your core brand mark as a simple symbol, with no type. Ideal for social avatars, favicons, and small applications.
Logotype: Your brand name in a custom arrangement or selected type treatment.
Combination mark or Extended Mark: Your icon paired with your brand name in a practical, balanced lockup, ready for everyday use. The Extended option is a lockup that includes extra details such as tagline, founding year, or location, ideal for a more detailed application.
Typeface selection
A primary, secondary and body copy typeface that reflects your personality and works across web and print.
Colour palette selection
A primary colour combination that anchors the brand.
A set of secondary colours that support it, for backgrounds, accents, and highlights.
Colour codes supplied for print and digital.
Additional Exploration
Through our creative process, we create and include brand mark alternatives, badges, extended variations or collateral designs for mockups. Although these are not included in our Starters deliverables, they can be purchased as additional extras.
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Brand Overview Document
A clean, visual two to three page snapshot that shows:
Brand Foundations
Logos and variations
Colour palette with codes
Typeface choices
File delivery
Logo files in all commonly used formats, and links to purchase your own font licenses, if required.
Review and feedback
Core Design Notes Included with each round
Client delivers written or recorded feedback for each round.
base build
A well rounded identity with strategic direction
Price: $5,000
Timeline: 4 to 6 weeks
Base Build is for brands that want more than a nice logo. This tier introduces deeper strategic thinking, so the identity is built on something solid. You get an in-depth definition of who you are, what you stand for, and how that shows up visually, along with a larger selection of design deliverables.
It’s the middle ground. Enough strategy to guide decisions and unify your team, without going as deep into narrative, voice, and detailed audience segmentation as the top tier. combined with enough deliverables to allow you to fully align every touch point of your growing brand.
Who this is for
Small businesses that are committed to growing
Brands that feel a bit scattered and want alignment
Teams that need something they can share internally and externally as a reference
What you walk away with:
You leave our Base Build with a complete identity system plus written fundamentals. You gain the language to explain your brand, and the tools to express it visually across touchpoints.
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Discovery: A collaborative direction stage where we work through a deeper discovery. Gathering information, references, inspiration, and having discussions to shape the look and feel of the brand.
Blueprint: Same as in the Core Build, we split this into 2 sections. Brand Foundation, and a Visual Moodboard. In this tier, we dive deeper.
The Brand Foundation includes 3 specific and detailed sections.
Brand Core
Overview, Mission, vision, purpose, and values
Purpose: The why behind the brand, the reason you exist beyond profit.
Mission: What you do day to day, for whom, and how.
Vision: The future you are moving toward.
Values: A set of 3-5 principles that guide decisions and behavior inside the business.
Brand Positioning: Where you sit in the market, who you’re speaking to, how you speak to them, and what makes you different.
Creative Direction: A written overview of the brand should look, feel and communicate visually. Outlining specific design choices we are leaning towards as we move towards design
Visual Moodboard: A page of design, photography, texture, feel and layout references that are aligned with the creative direction, along with a written overview.
Design Notes: With each design round, we include in-depth written notes that explain why certain choices were made. Rationale behind logo design, insight into element selection, etc.
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Base Mark suite (5 Total)
Icon: Your core brand mark as a simple symbol, with no type. Ideal for social icons, favicons, and small applications.
Logotype: Your brand name in a custom arrangement or selected type treatment.
Combination mark: Icon plus brand name, often in horizontal or stacked formats.
Extended mark: A version that includes extra details such as tagline, founding year, or location, ideal for more detailed applications like signage or packaging.
Supporting mark: A flexible supporting mark or badge, where appropriate, built from the core identity elements such as taglines or business info.
Typography system
Choice of a primary, secondary and body copy typefaces that are aligned with your identity.
Basic guidance on using these across print and digital to keep things clean and consistent.
Colour palette
Primary, secondary and accent colours that feel grounded in your strategy.
May include extensions and gradients if applicable.
Base Asset pack (Can be customised for needs)
Social Profile Images
Email signature design or Business card design
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Base Brand Guide
A mid-weight document that includes:
Brand Foundations
Logo suite and usage basics
Colour palette with full list of codes
Typography and simple usage rules
Visual application examples and high-level creative direction
File delivery
All final logos, marks, and core identity assets are supplied in appropriate formats, and links to purchase your own font licenses, if required.
Review and collaboration
In-depth design notes shared with each round
In-person or video call reviews to gather client feedback.
Brand build
The complete brand ecosystem
Price: $7,500
Timeline: 6 to 8 weeks
Brand Build is for larger businesses that are serious about becoming distinct, memorable, and ready to scale. This tier pairs deep brand strategy with robust identity design and practical application. It defines who you are, how you sound, how you show up, and how that plays out across real touchpoints. not just a bigger logo pack, but a full brand ecosystem that your team can confidently use for years.
Who this is for
Established or fast-growing businesses that see brand as a key asset
Teams investing in long-term positioning and differentiation
Brands preparing for bigger launches, funding, or expansion
What you walk away with:
You leave our Brand Build with a fully defined brand Strategy, narrative, voice, creative direction, visual identity, and key applications all live in one clear system. Your design deliverables set you up for use across every touchpoint that a growing business needs.
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Strategic discovery
A deeper process to understand:
Your history and context
Business goals and future plans
Customer needs, tensions, and motivations
Competitors and market landscape
Brand core
Purpose, vision, mission, values: Developed in more detail than Base Build, with language that feels true, specific, and usable in leadership and team communication.
Audience profiles: A small set of clearly defined audience types with:
Motivations
Needs and pain points
Behaviour patterns
What they are looking for from a brand like yours
Advanced positioning: A clear articulation of:
The space you occupy in the market
What makes you meaningfully different
How you want to be perceived and remembered
Brand story: A narrative arc that ties the brand together, including:
Origin story
The problem or tension you are responding to
How your brand steps in and what you offer
The invitation to your audience
Verbal identity and messaging
Tone and voice definition that describes how you sound
Messaging pillars that outline the main themes you return to
Foundational phrases such as elevator pitch or short statements that can be used on website, decks, or social
Creative Direction
Media and photography direction
Guidance on style, composition, mood, and subjects in photography or video.
Notes on textures, materials, and environments that feel on brand.
Design principles and moodboard
A curated moodboard that captures the visual universe of the brand.
Written design principles that will guide the visual identity
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Full Mark Suite (9 Total)
Icon: Your core brand mark as a simple symbol, with no type. Ideal for social avatars, favicons, and small applications.
Logotypes: Your brand name in custom arrangements or selected type treatment. 2 arrangements included, one for horizontal and one for stacked vertical use.
Combination Marks: Icon plus brand name in custom arrangments. 2 arrangements included, one for horizontal and one for stacked vertical use.
Extended marks: A version that includes extra details such as tagline, founding year, or location, ideal for more detailed applications like signage or packaging. 2 arrangements included.
Statement Marks
2 secondary graphics that support the identity, for example:
Custom badge or type based statement lockups
Custom illustration element
Typography system
Selection of primary, secondary and supporting typefaces for headlines, subheads, and body copy.
Clear guidance on use so the brand feels unified across touchpoints.
Colour palette
Primary, secondary and accent colours, carefully tuned to the brand story and references.
Optional extended accents and gradients, if the system needs more flexibility.
Real world application and asset pack
Social Direction
Mockups and guidance on layout approaches, use of type and colour, image pairing, and general post structure.
Examples or mockups to show how the system might look in a feed or grid.
Packaging or Merchandise Exploration
If relevant to the brand:
Early concepts for layout, material suggestions, and hierarchy.
Use of marks, colour, and type in packaging or merchandise context.
Real World Collateral
Selected real world examples such as signage, stationery, labels, or digital screens to show the identity living in context.
Website direction (high level)
Landing Page layout overview or homepage concept that shows how the brand can translate to web.
Asset pack (Can be customized for needs)
Social profile images
1x Social Brand Launch Designs
1x 16:9 Social Template
1x 4:5 Social Template
Email signature design
Business card design
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Comprehensive brand guide
A robust document that brings everything together:
Strategy, brand core, audience profiles
Positioning and brand story
Verbal identity and messaging pillars
Creative direction and photography guidance
Logo system, colour, type, and usage rules for each
Application examples and asset usage outlines
File delivery
Final files delivered in all file formats and organised for easy use and handoff to printers, developers, and collaborators.
Review and collaboration
In-person or video call reviews at key stages
Comprehensive design and strategy notes with each round
Taking Your Brand Further.
A stellar brand identity is just the start. Often, our clients want to dive even deeper. While the branding process is pretty streamlined, we know that rolling out your new brand is a unique experience for everyone. That's why we offer a few flexible options for adding these in.
The All-In-One: if you know exactly what you need to add, we can bundle them up and include a few key extras right into your initial scope. Check out our add-ons section to see some other services.
Phase Two: We can tackle those additional pieces separately, once your brand identity is finalised.
Ongoing Partnership: Need a designer at your fingertips? We love building long-term partnerships with clients.
add-ons.
We offer a 15% discount on all additional services when bundled into your brand project. Here’s an overview of the most common additional services we offer:
website design: We design custom websites that translate your new identity into a digital experience.
Merchandise design: designed as natural extensions of your brand, not afterthoughts. intentionally designed pieces people actually want to wear.
packaging: packaging systems that balance the brand and the product. story, structure, and shelf presence. from single labels to full product lines.
custom collateral pack: Vehicle wraps, signage, menus, business cards, print ads, whatever’s on your radar. Once your identity is built, we can apply it across every touchpoint to keep things consistent and sharp.
Let’s get Started.
Ready to get started? Click the button below to let us know everything looks good, you want to get going, and we can book in your intro call. Got questions? Hit that button and ask away!