Branding and Identity

Logos and wordmarks, colour palettes, typography, copywriting and imagery.


Your brand is what your customers think you are. This is shaped through their experiences and interaction with your products, services and communications. You influence those thoughts with the messages, the way you behave and (today more than ever) the experience you deliver. We create modern, thoughtful brands from the ground up that align your strategy with your customer’s experience. Good brands are believable, resulting in engagement, loyalty and success. The best brands are evolving and constantly being refined.

Our approach to branding is usually three-step. It starts with deep organisational understanding where we’ll explore how your company’s opinions and values will shape the future of your brand. We'll discover your company’s vision, mission, values, perception, personality and positioning to create alignment with stakeholders and identify opportunities for brand defensibility and differentiation.

Once we understand the high-level aspects of the organisation, we'll explore the more personal, emotional and cultural aspects to inform your new brand and marketing strategy. Our goal is to align the internal and external perceptions of your organisation e.g. how you want customers to view you vs. how you internally view yourself. We discover how you feel about your current brand, what you're hoping for, where your brand lives and what your users are saying about you.

The second step is concepts — once we understand the new brand direction, we can start exploring the new brand’s core visual identity. Brands are typically good for three things: helping consumers navigate between a range of choices, reassuring them of their choice and encouraging engagement. We explore a brand’s potential identity through moodboards and directional collages.

Lastly, once a brand direction has been selected, we’ll turn that direction into a living entity spearheaded by a strong, unique and identifiable logo. The logo is backed up by a versatile colour palette that resonates psychologically with the brand values as well as imagery, typography, iconography and visualisation. Towards the end, we formalise this into a set of brand guidelines with do’s and dont’s so anyone in the organisation can easily produce on-brand content.