A complete identity system for startups and growing brands that need more than a logo: the mark, the rules around it, and the applications that make it feel real from day one.

Founders launching a new company or product, and businesses whose current brand no longer matches where they're heading. If you only need a logo, see my Logo Design & Visual Identity service.

Discovery (days 1–2): a short questionnaire and call about your audience, competitors, positioning and where the brand will live.

Strategy & direction (days 3–4): a positioning summary and two visual directions (moodboards with type and colour) to choose from.

Logo design (days 5–9): three logo concepts built on the chosen direction, then refinement of the one you pick.

System & guidelines (days 10–13): colour, typography, graphic elements, imagery direction and the full guidelines book.

Applications & handoff (day 14): stationery, social kit and mockups, plus an organised export folder.

Two revision rounds on the logo and one on the wider system. If you want to change direction entirely, I'll scope it with you openly before doing any extra work.

Two recent identity systems, Estuary Data (data SaaS) and Run With Us (running community), are attached below.