Whole Brand Identity DesignChiara Pucci
I think of brands as people telling their own story. For me, branding is the act of evoking emotion through strategy-driven storytelling.
This service is designed for founders and teams who want more than a logo, who need a clear strategic foundation and a coherent visual system that can grow, adapt, and remain relevant over time.
I combine deep research, foresight-informed thinking, and systems design to build meaningful brand identities that resonate with the right people.
This service includes:
1 Discovery Call (60–90 min) to understand your current brand, its goals, and audience.
3 Exploratory Calls (60 min each) to define brand purpose, strategy, positioning, personality, and voice.
3 Concept Review Calls (60 min each) to present and discuss moodboards, key visual directions, and logo options.
5 Revision Rounds, iterative refinements based on your feedback.
1 Final Handoff Call (30–60 min) to walk through the Brand World Manual and ensure you’re ready to implement your new brand with everything that you need.
What's included
1. Brand Strategy & Identity Foundations
Before anything visual happens, we define who the brand is.
These elements form the strategic backbone of the brand and guide every design decision that follows.
All insights are collected into the final Brand World Manual, ensuring consistency and clarity across all future touchpoints.
This phase focuses on translating your vision into a clear, shared strategic direction, including:
Market research
Competitor analysis, current brand perception, and so on.
Brand Purpose, Values and Vision
Purpose: why does the brand exist? Values: what does the brand believe in and fight for? Vision: how does the brand want to change the world?
Brand Positioning
Who is the brand here for, how does it help them, and why should they choose the brand over others?
Audience definition and emotional connection
Who is the brand here for? A detailed definition of customer type includes customer persona and customer journey to better understand touchpoints.
Brand Personality
How does the brand behave?
Brand Voice & Tone
Lexicon, grammar, style.
Brand Statements
UVP, mission, tagline, others.
Voice Usage Examples
To see it in action.
2. Brand Visual Identity System
Once the brand’s foundations are defined, they are translated into a cohesive visual language.
We're not talking just about the logo, but a system of visual elements that allows the brand to express itself clearly and consistently across different contexts. Here, the visual elements emerge naturally from the strategy.
All final outputs and rules are collected into the final Brand World Manual, ensuring consistency and clarity across all future touchpoints.
The visual identity system includes:
Logo System
Logotype, logomark, primary, secondary, variations.
Colour Palette
Selected colours to best convey the right emotions.
Typography System
Selected typefaces and rules on how they work best together.
Grid and Layout Rules
To replicate them easily across applications (both print and digital).
Art Direction
Photography and/or illustration style.
Visuals Application examples
To see them in action.
Visual Assets
Templates and resources to be used in real-life applications.
3. Brand World Manual
You’ll receive a clear, well-structured Brand World Manual. It outlines guidelines of the core identity, both strategically and visually.
This document is designed to help you (and anyone working with the brand) maintain coherence over time.
It is delivered as a high-resolution PDF, suitable for both digital use and print.
The manual includes:
Brand foundations and narrative
Rules with their own section.
Logo usage rules and clear space
Rules with their own section.
Colour and typography guidelines
Rules with their own section.
Voice dos and don'ts
To maintain coherence.
Voice usage examples
To see it in action.
Visual dos and don’ts
To maintain coherence.
Application examples
To see them in action.
4. Optional Add-ons
Available at an additional cost.
Strategic Foresight & Trend Analysis
Future-proof your brand!
Brand Applications & Mockups
Social media, website hero, editorial, packaging, storefront, and more.
Motion identity
Including logo animation.
Additional Deliverable Assets
Depending on the brand's needs.
FAQs
Example work
Chiara's other services
Starting at$5,760
Duration8 weeks
Tags
Adobe Creative Cloud
Blender
Miro
Notion
Slack
Brand Designer
Brand Strategist
Visual Designer
Service provided by
Chiara Pucci Rome, Italy
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Whole Brand Identity DesignChiara Pucci
Starting at$5,760
Duration8 weeks
Tags
Adobe Creative Cloud
Blender
Miro
Notion
Slack
Brand Designer
Brand Strategist
Visual Designer
I think of brands as people telling their own story. For me, branding is the act of evoking emotion through strategy-driven storytelling.
This service is designed for founders and teams who want more than a logo, who need a clear strategic foundation and a coherent visual system that can grow, adapt, and remain relevant over time.
I combine deep research, foresight-informed thinking, and systems design to build meaningful brand identities that resonate with the right people.
This service includes:
1 Discovery Call (60–90 min) to understand your current brand, its goals, and audience.
3 Exploratory Calls (60 min each) to define brand purpose, strategy, positioning, personality, and voice.
3 Concept Review Calls (60 min each) to present and discuss moodboards, key visual directions, and logo options.
5 Revision Rounds, iterative refinements based on your feedback.
1 Final Handoff Call (30–60 min) to walk through the Brand World Manual and ensure you’re ready to implement your new brand with everything that you need.
What's included
1. Brand Strategy & Identity Foundations
Before anything visual happens, we define who the brand is.
These elements form the strategic backbone of the brand and guide every design decision that follows.
All insights are collected into the final Brand World Manual, ensuring consistency and clarity across all future touchpoints.
This phase focuses on translating your vision into a clear, shared strategic direction, including:
Market research
Competitor analysis, current brand perception, and so on.
Brand Purpose, Values and Vision
Purpose: why does the brand exist? Values: what does the brand believe in and fight for? Vision: how does the brand want to change the world?
Brand Positioning
Who is the brand here for, how does it help them, and why should they choose the brand over others?
Audience definition and emotional connection
Who is the brand here for? A detailed definition of customer type includes customer persona and customer journey to better understand touchpoints.
Brand Personality
How does the brand behave?
Brand Voice & Tone
Lexicon, grammar, style.
Brand Statements
UVP, mission, tagline, others.
Voice Usage Examples
To see it in action.
2. Brand Visual Identity System
Once the brand’s foundations are defined, they are translated into a cohesive visual language.
We're not talking just about the logo, but a system of visual elements that allows the brand to express itself clearly and consistently across different contexts. Here, the visual elements emerge naturally from the strategy.
All final outputs and rules are collected into the final Brand World Manual, ensuring consistency and clarity across all future touchpoints.
The visual identity system includes:
Logo System
Logotype, logomark, primary, secondary, variations.
Colour Palette
Selected colours to best convey the right emotions.
Typography System
Selected typefaces and rules on how they work best together.
Grid and Layout Rules
To replicate them easily across applications (both print and digital).
Art Direction
Photography and/or illustration style.
Visuals Application examples
To see them in action.
Visual Assets
Templates and resources to be used in real-life applications.
3. Brand World Manual
You’ll receive a clear, well-structured Brand World Manual. It outlines guidelines of the core identity, both strategically and visually.
This document is designed to help you (and anyone working with the brand) maintain coherence over time.
It is delivered as a high-resolution PDF, suitable for both digital use and print.
The manual includes:
Brand foundations and narrative
Rules with their own section.
Logo usage rules and clear space
Rules with their own section.
Colour and typography guidelines
Rules with their own section.
Voice dos and don'ts
To maintain coherence.
Voice usage examples
To see it in action.
Visual dos and don’ts
To maintain coherence.
Application examples
To see them in action.
4. Optional Add-ons
Available at an additional cost.
Strategic Foresight & Trend Analysis
Future-proof your brand!
Brand Applications & Mockups
Social media, website hero, editorial, packaging, storefront, and more.
Motion identity
Including logo animation.
Additional Deliverable Assets
Depending on the brand's needs.
FAQs
Example work
Chiara's other services
$5,760