For firms whose visual identity has fallen behind the strategy.
An identity system isn't a logo file and a color guide. It's the working kit the team uses to make every brand decision after the engagement ends. We build it so the next hire, the next campaign, the next deck, and the next product line all read as the same firm.
Primary wordmark, monogram or icon variants, lockups, clear-space rules, and the cases where each form is used. Built for every surface the firm operates on.
Primary, secondary, and functional colors with usage rules. Tested for accessibility, print, screen, and the surfaces where contrast matters most.
Display and text faces, weights and styles in use, type ramp, and the writing rules for headlines, body, captions, and UI. Scales from the deck to the launch site to the hire packet.
How the brand moves on a website, in a video, in a product UI. Tempo, easing, transitions, and the small set of branded motion patterns the team can apply.
The visual register the brand operates in. Real photography or art direction with shoot guidance, plus the illustration or iconography system that supports the wordmark.
Web design system, deck templates, sales-collateral templates, hire-and-recruit content templates, social application, environmental signage if relevant. The work the in-house team will do every week, designed once.
Most identity work is either pretty or rigorous. Rarely both. Pretty doesn't survive scale. Rigorous without taste reads as cold. The firms that need our identity work usually have a position they've already proven, but a brand expression that hasn't kept up.
We work with challenger firms whose product, judgment, or operating playbook is sharper than the incumbent's, and whose visual brand is the layer that's underselling them. Wealth managers entering an institutional moment. SaaS firms that have outgrown the brand they launched with. Consulting firms whose partner-led work is louder than their visual system. Capital partners whose deck is doing more work than the rest of the brand surface.
The conversations come at the same set of moments as the positioning work. Repositioning. Post-acquisition consolidation. Pre-fundraise. Leadership transition. Scale phase.
i.
Strategy lock · One to two weeks
The position the identity has to land. Without it, the visual work either chases trends or compromises with stakeholder taste. We lock the brief before any visual exploration.
ii.
Exploration · Three to four weeks
Two to three distinct directions taken to working maturity, each with the wordmark, type system, and color logic mapped. The leadership team picks the direction the rest of the work is built around.
iii.
System build · Three to six weeks
The selected direction extends into the full system. Logo set, color logic, typography, motion principles, imagery direction, application kit. Every component documented with usage rules.
iv.
Templates · Two to four weeks
The kit the team actually opens. Web design system, deck templates, sales collateral, hire content, social application. Built so the in-house team can hit the brand without asking after launch.
v.
Rollout · Two to four weeks
Sequencing the surfaces that go live first and last. Internal rollout to the team, external rollout to clients and market. The identity lands as a moment, not a memo.
Three engagement shapes scope to this same arc. Identity Sprint runs a tight version when strategy is settled. Brand Refresh sharpens an existing system. Full Rebrand runs the entire path when the firm is entering a new chapter.
Reframing a 29-year DOOH incumbent. The visual system carries authority and approachability in the same brand.
Rebranding the world's largest DOOH database. The product became the brand's hero asset. 1,750% YoY traffic growth.
See a brighter way. A global services rebrand built around optimism, with Havas.
A standout lifestyle brand for New York's first recreationally grown cannabis.
Five years of identity and growth work for the platform political and media buyers already trust.
Most engagements run on a phased timeline. We start with a kickoff against the position the identity has to deliver, then move into the visual system, then into the surfaces sales, marketing, and recruiting actually use. Each phase is fixed scope.
We work directly with the named brand decision-maker on your side, usually a CMO, VP Marketing, Chief Strategy Officer, or founder. We don't run RFP processes and we don't compete on procurement terms. The fit is found in conversation, not in pitch decks.
