Brand Strategy & Logo Design (rooted in your business strategy)

Catalina Lopez Liñero

(0)

Starting at

2,100

About this service

Summary

At the end of our project, you’ll walk away with a stunning brand identity rooted in strategy, including your logo suite, color palette, typography system, and a brand guidelines document to keep everything consistent. For an extra boost, I also offer custom-designed social media graphics and content marketing pieces that will make your brand shine online and help you attract the clients you deserve.

Process

1. Initial Consultation

We begin with a discovery call to discuss your business, goals, and vision. This is where we align on expectations and confirm the project scope.

2. In-Depth Brand Questionnaire

You’ll complete a comprehensive questionnaire that dives deep into your brand’s core values, audience, competition, and unique selling points. This helps me get a thorough understanding of your brand’s essence.

3. Brand Story/Personal Brand Story Workshop

We’ll have a Brand Story/Personal Brand Story workshop where we explore your brand’s narrative, personality, and emotional drivers. This step sets the foundation for your brand’s voice, message, and how you’ll connect emotionally with your audience.

4. Brand Stories + Brand Energy

I’ll create Brand Stories that humanize your brand and establish a strong emotional connection with your target audience. Unlike traditional tone and personality exercises, we’ll focus on Brand Energy—the feeling and experience you want to evoke in your customers. This customer-centric approach ensures your brand resonates deeply and leaves a lasting impression.

5. Brand Strategy & Behavior Guide

I’ll deliver a PDF with a clear brand strategy that includes your brand’s mission, values, tone of voice, and behavior guidelines. This document is your brand’s blueprint, guiding every decision moving forward.

6. Marketing Plan Integration (If applicable)

If you have a marketing plan, I’ll integrate the brand strategy into it, ensuring both are aligned to drive cohesive messaging and actions across your marketing channels.

7. Design Phase

Now, we move on to the visual identity.

Moodboard & Concepts: I’ll create moodboards and initial design concepts for feedback.

Logo & Visual Identity: We’ll design the logo suite (primary, secondary, and icon), choose a color palette, and establish a typography system.

Brand Imagery: If needed, we’ll define your brand’s imagery style, including photos, patterns, or illustrations.

8. Client Portal & Collaboration

Throughout the project, all updates, milestones, and feedback will be managed via my client portal. This ensures that communication is clear and that you have access to all resources.

9. Revisions & Refinements

I offer 2-3 rounds of revisions to ensure we refine the brand identity until it’s perfect and aligned with your vision.

10. Final Brand Package Delivery

Once everything is approved, you’ll receive:

Brand Guidelines (PDF)

Logo Files (Primary, Secondary, Icon in various formats)

Color Palette & Typography System

Visual Elements (Brand imagery, illustrations, etc., if applicable)

11. Optional Add-On: Content Marketing & Social Media Graphics

If you choose this extra service, I’ll design custom social media graphics and content marketing pieces, as well as editable templates to maintain brand consistency across platforms.

12. Post-Launch Support

I’ll be available for any post-launch questions or minor tweaks, and we can also discuss ongoing support packages for future brand updates or new design needs.

FAQs

How long does the branding process take?
The full branding process typically takes 6-8 weeks, but it can take less, depending on the scope of the project and your response time during each phase. We’ll work closely together to make sure everything is aligned with your vision.
Can I request revisions on the designs?
Absolutely! I offer 2-3 rounds of revisions on all designs within the price range. Additional rounds of revisions can be added with an additional invoice to ensure you’re 100% satisfied with the final result. My goal is to create something that truly reflects your brand. Because of my thorough pre-design phase and strategy, it rarely takes more than 2 revisions to hit the sweet spot that you're looking for. It's usually needed after a strong turn in either business strategy (thus changing the market positioning of the brand) or after a product-based brand conducts a focus group with unexpected results.
Do you offer ongoing support after the project is complete?
Yes! I offer optional ongoing support packages for brand updates, additional design work, or help with content and social media management. I’m always here to help your brand continue to evolve!

What's included

Brand Questionnaire
A detailed questionnaire to uncover the brand’s core values, audience, goals, and personality traits, serving as the foundation for the project.
Brand Story Workshop Summary (PDF)
A document summarizing the insights from the Brand Story/Personal Brand Story workshop, detailing the emotional and narrative components that define the brand’s voice.
Brand Stories+Brand Energy (PDF)
A series of brand personas and narratives that humanize the brand, setting it apart by creating a strong emotional connection with the target audience.
Brand Strategy & Behavior Guide (PDF)
A comprehensive document outlining the brand’s strategy, core values, tone of voice, and how it should behave across platforms and in customer interactions.
Integrated Brand & Marketing Plan (PDF)
If provided, an interwoven document that aligns both the brand’s strategy and the marketing plan, ensuring cohesive messaging and actions across all channels.
Visual Identity Package
Logo Suite — (Primary, Secondary, and Icon Versions) Color Palette — (Digital & Print Codes) Typography System — (Fonts and usage guidelines) Brand Imagery — (Patterns or illustrations, if applicable) This package includes all visual elements essential for consistent branding across platforms.
Brand Guidelines Document (PDF)
A manual outlining how to use the logo, colors, fonts, and imagery correctly, ensuring brand consistency across all touchpoints.
Client Portal Access
Ongoing access to the client portal for project updates, milestones, and communication. This also includes any project resources or assets created during the design process.
Optional Add-On: Content Marketing & Social Media Package
👉🏼 Social Media Visual Kit (10-15 custom graphics) A tailored set of branded social media graphics (posts, stories, banners) optimized for platforms like Instagram, Facebook, LinkedIn, or Pinterest. This helps ensure brand consistency across digital channels. 👉🏼 Content Marketing Graphic Pieces (5-10 pieces) Design assets such as lead magnets (eBooks, PDFs), promotional banners, or blog post visuals that support your content strategy and lead generation efforts. 👉🏼 Social Media Templates (Editable files) Custom-branded templates (in Canva or Adobe formats) for future posts, ensuring easy content creation while maintaining brand consistency.
👉🏼 Optional Add-On: Website & Blog Integration
Pinterest + Blog Integration Design and optimization of Pinterest pins and blog visuals to drive traffic to your website and improve SEO. Includes guidance on content strategy to grow your email list.