The appeal of identity
A strong brand is like a magnet: powerful, compelling, polarising. We refine brands to evoke genuine emotions through authentic values – in a way that is captivating and enduring.
How can your brand become a key to success?
Recognition builds trust
A strong visual impression stays in the memory. Your brand’s high recognition value is essential for building long-term customer relationships.
Step away from the price war
Without a clear identity, your products and services are interchangeable. A strong brand builds loyalty through emotional value.
Reaching the right people
A clear brand positioning, backed by a mission, vision and brand values, attracts exactly the kind of people who are a good fit for your business.
No more wasted coverage
Fixed parameters, flexible guidelines and clear directives optimise all brand communication. This saves time, money and stress.
Our range of services
Strategy
- Brand and competitive analysis
- Corporate identity
- Brand values & brand compass
- Vision & mission
- Brand architecture
Brand Elements
- Naming
- Logo design
- Logo systems
- Claim
Design
- Corporate design
- Typography
- Colour palette
- Visual language
- Iconography
- Flexible design systems
Guidelines
- Design manual
- Brand guidelines
- Brand portal
- Helpdesk
Text
- Tone of voice
- Brand voice
- Storytelling
- Content strategy & content development
Digital Presence
A brand without a strong online presence is invisible. Digital touchpoints bring people and brands together quickly and easily.
Project Workflow
A clean design, a distinctive brand voice, an open platform where all brand guidelines can be found: brand refinement can involve many elements. Here you can see the classic process step by step.
Analysis & Consultancy
Where does your brand stand? What defines your corporate identity? How is the company structured? What is the competitive landscape like? Together, we analyse the current situation and advise you on a targeted approach. Based on these findings, we define the project – including detailed cost estimates and timelines.
Strategy & Positioning
In an identity workshop, we define the new brand strategy. The brand compass is the result of this close teamwork. Together, we develop the guiding principle and the direction of the brand’s communication: its vision and mission.
Creation
A strategy becomes a brand identity: first, we focus on the key elements of brand design, such as the logo, typography, colour scheme and visual identity. Flexible, cross-media design principles determine how these elements can be combined correctly and effectively.
Activation
Once the brand refinement process is complete, the changes must be communicated both internally and externally. This phase is all about informing and implementing: the brand identity is unveiled, whilst specific guidelines set out how to use the new CI elements.
Positioning
- Corporate identity / Brand identity
- Brand strategy
- Identity
- Brand values
- Brand essence
- Vision & mission
- Brand architecture
- Brand refresh / relaunch
Creation
- Corporate design / Brand design
- Logo design
- Typography / Corporate typeface
- Colour palette
- Visual identity
- Iconography
- Naming
- Slogan
- Brand story / Core concept
- Corporate language
- Brand voice / Tone of voice
Activation
- Brand guidelines
- Brand portal / Brand manual
- Design manual / Style guide
- Template creation
- Helpdesk
- Roll-out strategy (external)
- Implementation (internal)
- Brand campaign / Roll-out campaign
Frequently Asked Questions
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Do we need to change our logo as part of a brand refresh?
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A logo update is a tool, but not a requirement. Every branding project is different, which is why we make such decisions on a case-by-case basis and in consultation with you.
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How long does a typical branding process take?
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That depends very much on the extent of the revision. The process usually takes between 6 and 12 months.
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Is the “Strategy” stage an essential part of the project process?
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Design without a strategy is merely decoration. A strong brand needs a foundation of values and messages so that it not only looks good, but also drives sales and builds customer loyalty. Do you already have an up-to-date strategy? If so, we can get straight down to the creative work.
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Will we be provided with brand communication guidelines at the end?
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We compile the guidelines in the format that best suits your company or organisation – whether as a brand manual in PDF format or a future-proof brand portal.
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Are we part of the brand alignment process?
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Yes, we work collaboratively. You are the expert in your business; we are the experts in brand communication. In workshops, we draw on your knowledge and translate it into a compelling brand design.
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How do we know if we need to sharpen our brand identity at all?
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If your employees describe the company in different ways, the competition seems more modern, or you’re attracting people who aren’t really a good fit for you, then it might be time to refine your brand.
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What is the most important outcome of brand refinement?
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Clarity. Once the process is complete, you’ll know exactly who you are, what you say and what you look like – and your customers will know too.
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Can we commission individual assets (e.g. a PowerPoint template, business card or website)?
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We don’t believe in standard packages, but in bespoke solutions. For us, every brand refinement project begins with a comprehensive analysis. We are then happy to advise you on which specific communication tools should be implemented next – whether business cards, a website or packaging.