Branding projects
Mario B.
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Posted Aug 28, 2025
I design comprehensive visual identities rooted in clarity, strategy, and lasting impact: from timeless logo systems to full brand foundations.
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Timeline
Jan 1, 2024 - Ongoing
Summary
I design comprehensive visual identities rooted in clarity, strategy, and lasting impact: from timeless logo systems to full brand foundations. Unlike generic logo generators, I combine my background in architecture, design, art history, and photography to craft brand identities that are conceptually sharp, visually refined, and built to grow across platforms. You’ll receive more than a logo or branding mockups: you’ll walk away with a fully structured visual language that aligns with your vision and speaks to your audience.
Process
Discovery and strategy creation: We start with a brand discovery session or questionnaire. I dig into your story, values, audience, competitors, and market positioning to understand the essence behind your business.
Research and moodboarding: I explore visual directions through moodboards and references that reflect your intended personality and tone (modern, playful, minimalist, edgy, luxurious, etc.)
Concept development: I present 2–4 unique logo concepts based on our strategy, each with its rationale and potential evolution. We refine the chosen direction with multiple feedback rounds.
System building: Once the logo is approved, I build out your full identity system: color palette, typography, alternate lockups, brand marks, mockups, and optional assets like patterns or social templates.
Delivery: You receive a complete brand kit: logo files in all formats, style guidelines, and editable assets. I also offer a live walkthrough or annotated video so you know exactly how to use your new brand.
What's included
Core deliverables:
- Primary logo (full color and black/white versions).
- Secondary logo (alternative lockups: stacked, horizontal, icon only).
- Brand mark / favicon / app icon.
- Typography selection (paired fonts with use guidelines).
- Color palette (with Pantone, CMYK, RGB, HEX breakdowns).
- Brand textures, patterns, or graphic elements (if applicable).
Brand consulting:
- Brand discovery session (questions to uncover vision, values, personality, audience, and competitors).
- Positioning statement (your client’s “why” and brand essence in 1–2 punchy sentences).
- Audience and segmentation analysis.
- Competition audit.
- Mission, vision, values copywriting.
- Tone of voice guidelines (keywords, dos and don’ts for writing style, as well as for the visual style).
- Customer archetypes / personas.
- Moodboard and inspiration boards (visual positioning).
- Social media brand kit (profile images, templates, banner graphics).
- Merchandise design.
- Additional, more in depth layers to the branding strategy upon request, for no additional cost (customer journey, brand calendar, brand's touchpoints, KPIs measurement methods, long term social media strategy assistance, content and channels strategy, among others).
Brand guidelines document:
- Logo usage rules (clear space, minimum sizes, misuse examples).
- Color specs (primary, secondary, background usage).
- Typography guide (hierarchy, weights, letter spacing, scale).
- Grid system / layout guidance.
- Photography style direction.
- Iconography style (if custom icons are developed).
- Delivered as an interactive PDF or slide deck.
Files specifications:
- Vector source files (AI, PDF, SVG).
- Raster exports (PNG and JPG in multiple resolutions).
- Print ready versions (CMYK, with bleeds if needed).
- Web/digital versions (optimized, sRGB color space).
- Transparent background PNGs.
- Organized folder structure (e.g. Logos / Guidelines / Assets / Fonts / Mockups).
- Naming conventions for clarity (e.g. Brandname_Logo_Horizontal_RGB.png).
- Optional handoff call or walkthrough video of the brand system
- Source file rights clearly stated (client owned or licensed).
- Font files.
Mockups:
- Realistic visualization of your visual language in a real context (how would a poster look on a billboard, a purse while being used at the beach, a book while being read on the subway, etc.)