SIGNATURE BRANDING

Built from scratch. Built to last.

A fully bespoke brand for the business you're serious about.

You're not looking for a quick polish or a template someone tweaked to fit you. You're building something real, and you want a brand that actually reflects that.

Maybe you're starting from scratch and you want to do it right from the beginning. Maybe you've been around for a while and you're finally ready to invest in something that matches what you've actually built. Either way, you know that your brand is the thing that makes people decide whether they trust you before you've ever spoken a word to them. And you're ready to take that seriously.

This is where I get to do what I love most: sitting down with someone who's passionate about what they're building, digging into what makes it genuinely different, figuring out who it's really for and how to talk to them, and then turning all of that into a visual and verbal identity that actually captures it. Not a generic version of your industry. You… specifically.

I've spent 15+ years doing this across every kind of business, from a nonprofit in Beijing to a social impact agency in DC to scrappy solo creatives building something from their living room. I know how to take the thing you're excited about but struggling to articulate and turn it into something you can hand to anyone and immediately feel proud of.

I create my signature branding packages around you, your specific goals and needs, and how I can best bring them to life. First we’ll have a quick chat, and then I’ll suggest a few levels of engagement to best fit your unique project. This is what I love to do, and I can’t wait to dream with you.

DELIVERABLES

what you’ll get

  • 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 at 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.

LET'S GET STARTED

This is for you if...

  • You're starting something new and you want to build it right from the beginning, without having to redo everything in two years

  • You've been around for a while and your brand hasn't kept pace with what you've actually built. You're ready for something that matches who you are now

  • You have specific or complex needs, like a more advanced website, packaging, or other assets that go beyond a basic brand suite

  • You want to be involved in the direction of your brand and see real visual options before committing

  • You're ready to invest seriously in your brand and you want the process to match that investment

This is not for you if...

  • You already have some version of a brand direction and just want a polish-up

  • You’ve been cobbling things together on your own and want to upgrade, but are still on a tighter budget (My Un-DIY Facelift is probably a better fit)

  • You're not ready to engage with the process. This is a collaborative project and it works best when you're genuinely invested in it

  • You need things done in a couple of weeks. This is a thorough process and it takes the time it takes to do it well

THE PROCESS

how it works

  • Tell me about your project and what you're looking for. This doesn’t need to be extensive… just enough to give me a sense of what you're building, what your goals are, and where you're at.

  • I’ll send you my calendar to schedule a quick call to meet each other, talk through your needs, and make sure we're a good fit before anything else happens.

  • Based on our conversation, I'll put together a fully customized project proposal with the recommended scope, options, timeline, and all the details specific to your business.

  • Once you've signed off and paid your deposit, everything lives here: your timeline, communication, billing, meeting planning, file access, and revision requests, all in one convenient place throughout the project.

  • A 1-2 hour deep dive into your brand: your values, your goals, your customers, your competitors, what you love and hate about your current visual identity, and everything else I need to really understand you.

  • I'll go away and do the research, think through your positioning, and put together a full 40+ page strategy presentation. We'll schedule a call to go through it together before any design work begins.

  • I’ll then present three distinct possible visual directions, each expressing your strategy in a different visual language. Each will represent an overall mood, as well as specific examples of how I would express logo design, typography, colors, graphics, photography style etc. You choose the direction that resonates and I get to work on the full build knowing that we’re on the same page visually before we begin.

  • Next, I’ll iterate out a complete brand with all the assets, logo variations, graphics, patterns, etc to express it, and mockups showing everything in real context so it’s easier to imagine it in context. We'll go through it together and then you’ll have plenty of time to give feedback and adjust as needed. We’ll do up to three rounds of revisions as needed to get everything exactly right.

  • Once you've approved everything, I’ll put together your full brand guidelines document, record your walkthrough videos, organize your Dropbox delivery folder, and hand everything off.

  • If we’re also creating a website then we’ll launch into that process from here, as well as any other touchpoints or asset you need to fully express your brand.

LET'S GET STARTED

THE LOGISTICS

a few things to know before we begin..…

  • For brand-only projects, payment is split 50% upfront and 50% at final delivery. For larger project scopes like branding + web or any additional touch points, we’ll do milestone billing to break up payments in installments to make it more manageable. I’m happy to flex payment structures to make a project easier. Just let me know!

  • Three rounds of revisions are included in the brand phase. After that, we can continue at an hourly rate. In practice, most projects wrap within those three rounds because the strategy and mood board process does a lot of work upfront to make sure we're aligned before I build anything out.

  • My timeline estimates assume we're both keeping things moving. If feedback rounds take a while or things come up on your end, the timeline will shift accordingly. I'll always keep you in the loop about where we are.

  • I only build websites as part of a full branding project. The reason is that I see a website as an extension of the brand, and trying to build one without that foundation doesn't make for great work. If you need a new website and a complete brand to go with it, you're in the right place.

Got questions?

  • My starting point is Squarespace for most businesses because it gives me the most design flexibility while being genuinely easy for clients to manage after handoff. If you have specific needs that call for something else (Shopify for an online store, for example), we can talk through what makes the most sense for your unique project.

  • Don’t worry about it! Just fill out the inquiry form and tell me where you're at. I'll give you an honest recommendation based on what you've described. If the Un-DIY Facelift is a better fit, I'll tell you that. Otherwise, we can customize something that fits your needs.

  • If you need a faster turnaround than my standard timeline, I can sometimes accommodate a rush timeline for an additional fee. Reach out and we'll figure out if it's doable.

  • Because I've seen what happens when a designer builds a full brand and then shows it to a client who has a completely different visual language in their head. Even if the work is strong, the mismatch in expectations can derail the whole thing. The mood board stage is where I show you three genuinely distinct interpretations of your strategy and make sure we're on the same page before I commit to building. It's also where you might discover that the direction you thought you wanted isn't actually what excites you when you see it. I'd rather find that out early so that we can move in the same direction right from the jump.

  • That's genuinely rare because the strategy stage does a lot of work to align us before we get there. But if none of the directions feel right, we'd talk through why and figure out where to go from there. This is a collaborative process and I want you to feel good about it.

  • Of course! My hope is that this collaborative branding process will be the beginning of a great working relationship, and I’d love to continue developing other assets as you continue to grow. I’m happy to talk about other ways I can help in the future.

SIGNATURE BRANDING

let’s get started!

BRANDING | $6400 TIMELINE | 4-6 WEEKS

BRANDING + WEB | FROM $9500 TIMELINE | 8-10 WEEKS

BRANDING + ADDITIONAL ASSETS | CUSTOM QUOTE & TIMELINE