Three Packages. One Standard.
All three packages combine brand strategy and visual identity design. The difference is how much gets defined up front, how much room there is to explore, and how far the final system extends.
Your Brand Guidelines. Not the ones you’re picturing.
Most brands already have documents like these somewhere. A strategy deck nobody can quote. A style guide that got emailed once, and the logo still shows up stretched on a flyer. Here’s what we hand you instead.
Everything your brand looks like, in order.
- 01Your logo, and exactly which version to use where, on light backgrounds and dark.Logo suite + light versions ✦ · more variations ✦✦ · full system + favicon ✦✦✦
- 02Every color, with the codes your printer, your web person and your Canva will ask for, and which ones are actually readable together.Color palette, HEX · RGB · CMYK, readable pairings ✦
- 03The right file, every time. The printer, the website, the vendor who “just needs a PNG.”File guide ✦
- 04Fonts that make a menu and a homepage feel like the same brand, plus free backups for Canva and email.Typography Direction ✦✦ · Typography System ✦✦✦
- 05The don’ts. No stretching, no drop shadows, no “can you make the logo bigger?”Logo misuse ✦✦
- 06The extras that make it unmistakably yours.Custom Brand Elements · Expanded Art Direction ✦✦✦
- 07Your brand out in the world, and a page for every piece we made together, so the next one matches.Brand mockups ✦ · your print piece + any add-ons ✦✦✦
Guidelines
Guide 01 · Brand Strategy Guide
Guide 02 · Brand Style Guide
Everything your brand is, decided.
- 01One page you could send to a new hire, and they’d get it.One-Page Brand Summary ✦
- 02The sentence you say when someone asks what you do, written three ways, because a dinner party and a sales call are not the same room.One-Line Brand Description ✦ · Brand Description, Three Ways ✦✦
- 03A clear line around who this is built for, drawn tight enough that the right people recognize themselves immediately.Audience Snapshot ✦ · Audience Clarity ✦✦
- 04What you won’t do, even when the money is good.Brand Boundaries ✦✦✦
- 05The words that are yours, and the ones that would make you sound like everybody else.Words to Use + Avoid ✦✦✦
Design works best when it knows what to say.
- I give a slightly different answer every time someone asks what I do.
- My website’s been almost finished for months.
- I rewrite my bio, hate it, then rewrite it again.
- Their brand feels so sure of itself. Why doesn’t mine?
Sound familiar?
That’s where strategy comes in.
So the design has something real to stand on, and you finally have the words to match it.
We don’t make noise. We make echoes.
An echo requires that something was said first. Strategy is the saying. It’s the part that makes bold work survivable, because bold without a reason underneath it is just volume, and everyone can tell.
Every Piece Is a Touchpoint.
A strong identity only works if it actually shows up. The business card, the label, the post someone screenshots, the tote on the subway: that’s where people decide what your brand feels like, usually without even thinking about it. When every piece pulls from the same system, it all adds up to one brand people recognize. When it doesn’t, it starts to look like five different businesses. The things people carry, wear, and share are how your brand travels. Make each one count. And when you’re launching something bigger, the whole campaign gets built from one idea.
What Falls Under Collateral?
A launch is not an announcement.
You can have a great product and a launch nobody noticed.
- Our launch date has moved three times.
- I posted about it twice and nothing happened.
- We spent real money on an event and can’t point to anything it changed.
- Every asset gets made last minute, and none of them match.
Sound familiar?
That’s where a campaign comes in.
It isn’t that the product is wrong, and it usually isn’t the design either. The pieces were made before anyone decided what the campaign was for.
Looking Good Is Only Half The Job.
Your website is open 24/7, talking to people you’ll never meet. Most of them will decide whether to reach out in under a minute, without asking you a single question. A well-designed site answers those questions for them. It feels like your brand, says what you do clearly, and makes the next step obvious, whether that’s booking, buying, or getting in touch.
Need the Words Too?
Bring your own copy, or have it written for you. Great design needs the right words. Supply your own copy, or add The Copy Desk to have every page written in your brand’s voice. For the most complete launch, pair it with The Framework: strategy first, then every page written from it.
Beyond the Website Launch
Your site is fully yours. After launch, take the reins yourself or keep support in place for updates and future changes, depending on how hands-on you want to be.
Want to manage your site yourself? A walkthrough of the Squarespace basics helps you make everyday updates with confidence. Add it to your project or book it after launch.
Add it to your project →Need a specific update? Book edits like new pages, layout changes, graphics, or integrations as individual projects, scoped to what you need.
Book an edit →Need consistent support? Reserve design time each month for website updates, graphics, and everyday brand needs. Full redesigns and new builds are scoped separately.
Learn about The Design Membership →