the process
Eight to sixteen weeks. Every step earned.
We take on a limited number of brand identity projects each year. Not because we cannot handle more, but because this kind of work — the deep investigation, the competitive analysis, the archetype work, the creative development — cannot be done well at volume. Each engagement receives the full attention it requires.
Phase 1: Discovery (Weeks 1–2)
An immersive intake process involving structured stakeholder interviews, a written discovery questionnaire, and a series of exercises designed to surface the intuitions and beliefs your team holds about the brand that have not yet been formalised. We also conduct an initial audit of your existing brand materials and your competitive landscape at this stage.
Phase 2: Strategy and Positioning (Weeks 3–4)
We synthesise the discovery findings into the strategic foundation of the brand: the positioning statement, the audience definition, the competitive differentiation, and the archetype and brand character framework. This is delivered as a strategy document that you review and approve before creative work begins. The strategy is the brief — and it is a brief we write together, not one we receive from you.
Phase 3: Creative Development (Weeks 5–10)
The full creative process: visual identity concept development, verbal identity development, and the iterative refinement that moves the work from concept to complete system. You receive a creative presentation at the concept stage — typically two or three distinct directions that each express the brand character differently — and we develop the chosen direction through two structured rounds of refinement before final delivery.
Phase 4: Application and Guidelines (Weeks 11–14)
The visual identity is applied to the application suite — stationery, templates, social, and the additional surfaces specific to your business. Brand guidelines are produced in full. The Quickstart guide is written. All assets are organised, named, and packaged for handoff.
Phase 5: Handoff and Aftercare (Weeks 15–16)
A final presentation and walkthrough of all deliverables. We provide a handoff session — either a call or a recorded walkthrough — so your team understands how to use every asset. We are available for questions in the thirty days following handoff at no additional charge. For ongoing creative support after the project, the Creative Partner Plan is the most natural continuation.
