Before I make a single visual choice, I spend a lot of time learning about your business: who you are, what you've built, what makes you genuinely different, who your customers are and how to actually talk to them, and how you sit in your competitive landscape. I'll put all of that together into a 40+ page strategy presentation that lays out your brand positioning, your target audience, your tone of voice, and the visual and verbal direction I'm recommending. We'll go through it together and get in lock step creatively before I make a single logo.

Then I'll present three distinct mood boards, each representing a different way we could visually express the strategy we’ve just nailed down. Usually these live on a spectrum: maybe one is more classic, one more experimental, one somewhere in between. Each mood board includes a color direction, a sense of the logo and typography style, and a photography approach, etc so you're not just choosing vibes. You have a real sense of where each direction would go. That way we can be on the same page creatively before we begin, and then I’ll focus on executing this visual direction as completely as I possibly can.

Based on our strategy session & chosen visual direction, I will create the strongest possible brand suite to express that strategy. I’ll present you a full logo suite with multiple orientations, colorways, and variations. But instead of just looking a logo on paper, I’ll also show you a complete extended asset set with custom illustrations, patterns, graphics, and iconography, and how all of these elements could exist in the real work so that you can visualize exactly how you brand can come to life.

Once we nail down all of the pieces of your brand, I’ll create an extremely detailed brand bible covering all of the aspects of your strategy, tone of voice, and visual representation. It also goes into depth on exactly how to use your logo, your full color system, your typography, your visual style, and apply your brand in real life, as well as real examples of your brand in action. It’s detailed enough that anyone who works on your brand in the future can get fully up to speed without needing you to explain it. This is everything you need to have a fully useful, versatile brand for years to come.

I believe a brand is only useful if you know how to use it. That’s why in addition to your Brand Guidelines, I also film walkthrough videos for your brand files, your guidelines, and your website (if we’re making one), etc and they all live right in your Brand Dropbox folder. That way, when you bring someone new onto your team, all you need to do is just point them to the videos, and they can get spun up on exactly how to use your brand. I care a lot about making sure you feel empowered to actually use what I've built for you, and not dependent on me every time you need something.

If you use Canva to make social posts, presentations, or other day-to-day content, I can go into your Canva Pro account and set everything up: your colors, fonts, logos, and a starter set of templates already built and ready to use. This kind of practical, easy application turns a beautiful brand into one you (or anyone you work with) can actually use without a design degree.