Brand Strategy & Visual Identity David Fabunmi
This service brings strategy and visual identity together into one connected process, so your brand is built on clear thinking before design begins.
We start by defining the brand’s position, audience, and direction — not at a surface level, but in a way that guides real business decisions. Once that foundation is clear, we translate it into a visual identity system that reflects the brand’s purpose, personality, and market position.
The outcome is not just a good-looking brand, but a clear, usable system that aligns how the brand thinks, speaks, and looks. This approach helps growing businesses scale with confidence, avoid inconsistency, and make better design and marketing decisions long after the project ends.
Perfect For:
Startups building from scratch
If you’re starting a new business and don’t want to guess your way through branding, this service helps you define both the thinking and the visuals properly from day one.
Businesses preparing to scale
If you’re growing and need a clearer brand direction before expanding your website, marketing, or team, this gives you structure and consistency.
Founders who want clarity before design
If you know design matters but don’t yet have clear positioning, messaging, or direction, this service helps you get aligned before any visual decisions are made.
How It Works:
1. Brand strategy discovery
We begin with structured discovery sessions and questionnaires to understand your business goals, challenges, and vision. This stage focuses on clarifying what the brand should stand for and where it’s going before any design decisions are made.
2. Market & audience review
Next, I review your competitors and target audience to understand the market you’re entering or operating in. This helps identify opportunities, avoid generic positioning, and ensure the brand speaks clearly to the right people.
3. Brand positioning & messaging
Using insights from discovery and research, I define your brand’s positioning, personality, and messaging direction. This creates a clear strategic foundation that guides both communication and visual identity.
4. Moodboard and visual direction
Based on the approved strategy, I create visual moodboard options that explore how the brand should look and feel. You’ll select one direction, which becomes the visual foundation for the identity system.
5. Identity design
With strategy and direction locked in, I design the full brand identity system — logo suite, colour palette, typography, and supporting brand assets — ensuring everything works together as one consistent system.
6. Brand guidelines, documents, and handoff
Finally, all work is documented in clear brand guidelines and a presentation deck. You’ll receive organised files and assets, along with a handoff call to walk you through everything and answer questions.
What's included
Brand strategy discovery
This phase focuses on clarifying the foundation of your brand before any visual work begins. Through guided workshops, questionnaires, and light research, we define what your brand stands for, where it’s going, and how it should be positioned. The goal is to remove guesswork and give the brand a clear strategic direction that informs every design decision that follows.
Market & audience review
Here, I study your competitive landscape and target audience to understand how similar brands present themselves and what your audience expects. This helps identify gaps, avoid imitation, and ensure your brand speaks clearly to the right people. The outcome is a better understanding of who you’re competing with and who you’re communicating to.
Brand positioning & messaging
Based on the discovery and research, I define your brand’s core positioning and messaging direction. This includes your brand purpose, personality, and how the brand should sound and feel when communicating. This ensures the visual identity isn’t just attractive, but aligned with a clear message and intent.
Moodboard and visual direction
You will receive three visual moodboard options that explore different directions for your brand’s look and feel. These moodboards help define the style, tone, and overall visual direction of the identity before design begins. Once you select a direction, it becomes the visual reference used throughout the entire brand identity process.
Logo suite design
A complete logo suite is created to ensure your brand works across different contexts. This includes a primary logo and supporting logo variations designed for flexibility and consistency. The logo suite is built to remain clear, recognisable, and functional across digital and print platforms.
Colour palette
A structured colour palette is developed for your brand, including primary and supporting colours. The palette is designed to work well together and support your brand’s personality. Colour values are prepared for both digital and print use, making it easy to apply the brand consistently.
Typography system
A clear typography system is selected to support your brand identity. This includes fonts for headings, body text, and general use, along with guidance on how they should be applied. The goal is to create a consistent visual voice that feels professional and easy to use across all brand materials.
Mockup applications
Your brand identity is applied to realistic mockups to show how it works in real-world situations. These mockups help you see how the logo, colours, and typography come together on platforms such as websites, stationery, or digital materials before final delivery.
Brand presentation
You will receive a structured brand presentation that explains the identity system. This presentation walks you through the design decisions, visual direction, and how each element works together. It helps you understand not just what the brand looks like, but why it was designed that way.
Brand assets
This includes supporting visual elements that help your brand feel complete and consistent, only where they are needed. Depending on the brand’s needs, this may include curated or designed brand patterns, icons, or graphic elements that work with your logo, colours, and overall visual direction.
Brand collaterals
This covers essential brand materials used in everyday business communication. I’ll design a business card and letterhead that follow your brand system, ensuring your brand looks professional in both digital and printed formats. These designs are aligned with the rest of your identity so nothing feels out of place.
Merch Concepts (T-shirts, tote bags, caps, etc.)
This includes visual concepts showing how your brand can be applied to merchandise such as T-shirts, tote bags, or caps. These are concept designs meant to demonstrate how the identity works on physical items and help you visualise future brand extensions. Production or printing is not included.
Social media templates
You’ll receive 4 reusable social media templates designed using your brand’s colours, fonts, and layout style. These templates make it easy to post consistently without redesigning every time. They are structured so you or your team can quickly update text and images while keeping the brand look intact.
Brand guidelines & documents
You’ll receive clear brand guidelines and a presentation deck that document both the strategic thinking and the visual identity. These documents explain how to use the logo, colours, typography, and other brand elements correctly, so your brand stays consistent across platforms and future work is easy to manage.
Support
You’ll receive 1 month post-project support after final delivery. This covers small clarifications, guidance on how to apply the brand, and help with understanding the guidelines or files. This support is not for redesigns or new concepts, but to ensure you feel confident using the brand system correctly.
FAQs
Yes. This service is especially helpful if you want to build your brand properly from the start, with clear positioning and direction before investing in design, marketing, or growth.
The full strategy and brand identity process usually takes 5 weeks, depending on feedback timing and project scope.
No. Brand strategy can be done for new ideas, early-stage startups, or existing businesses. What matters is having a clear goal for where the brand is heading.
Yes. The strategy phase defines your positioning, audience, and messaging direction. The visual identity is then built on top of that thinking, not designed in isolation.
Yes. A clear brand strategy makes future marketing, content, and design decisions easier and more consistent because you’re working from a defined direction.
You’ll be involved mainly through guided calls and questionnaires. I handle the analysis and structure, then present clear outcomes for review and feedback.
The strategy directly informs the visual identity and is documented in the brand guidelines, so it continues to guide the brand long after the project ends.
David 's other services
Brand Strategy & Visual Identity David Fabunmi
Starting at$2,200
Duration5 weeks
This service brings strategy and visual identity together into one connected process, so your brand is built on clear thinking before design begins.
We start by defining the brand’s position, audience, and direction — not at a surface level, but in a way that guides real business decisions. Once that foundation is clear, we translate it into a visual identity system that reflects the brand’s purpose, personality, and market position.
The outcome is not just a good-looking brand, but a clear, usable system that aligns how the brand thinks, speaks, and looks. This approach helps growing businesses scale with confidence, avoid inconsistency, and make better design and marketing decisions long after the project ends.
Perfect For:
Startups building from scratch
If you’re starting a new business and don’t want to guess your way through branding, this service helps you define both the thinking and the visuals properly from day one.
Businesses preparing to scale
If you’re growing and need a clearer brand direction before expanding your website, marketing, or team, this gives you structure and consistency.
Founders who want clarity before design
If you know design matters but don’t yet have clear positioning, messaging, or direction, this service helps you get aligned before any visual decisions are made.
How It Works:
1. Brand strategy discovery
We begin with structured discovery sessions and questionnaires to understand your business goals, challenges, and vision. This stage focuses on clarifying what the brand should stand for and where it’s going before any design decisions are made.
2. Market & audience review
Next, I review your competitors and target audience to understand the market you’re entering or operating in. This helps identify opportunities, avoid generic positioning, and ensure the brand speaks clearly to the right people.
3. Brand positioning & messaging
Using insights from discovery and research, I define your brand’s positioning, personality, and messaging direction. This creates a clear strategic foundation that guides both communication and visual identity.
4. Moodboard and visual direction
Based on the approved strategy, I create visual moodboard options that explore how the brand should look and feel. You’ll select one direction, which becomes the visual foundation for the identity system.
5. Identity design
With strategy and direction locked in, I design the full brand identity system — logo suite, colour palette, typography, and supporting brand assets — ensuring everything works together as one consistent system.
6. Brand guidelines, documents, and handoff
Finally, all work is documented in clear brand guidelines and a presentation deck. You’ll receive organised files and assets, along with a handoff call to walk you through everything and answer questions.
What's included
Brand strategy discovery
This phase focuses on clarifying the foundation of your brand before any visual work begins. Through guided workshops, questionnaires, and light research, we define what your brand stands for, where it’s going, and how it should be positioned. The goal is to remove guesswork and give the brand a clear strategic direction that informs every design decision that follows.
Market & audience review
Here, I study your competitive landscape and target audience to understand how similar brands present themselves and what your audience expects. This helps identify gaps, avoid imitation, and ensure your brand speaks clearly to the right people. The outcome is a better understanding of who you’re competing with and who you’re communicating to.
Brand positioning & messaging
Based on the discovery and research, I define your brand’s core positioning and messaging direction. This includes your brand purpose, personality, and how the brand should sound and feel when communicating. This ensures the visual identity isn’t just attractive, but aligned with a clear message and intent.
Moodboard and visual direction
You will receive three visual moodboard options that explore different directions for your brand’s look and feel. These moodboards help define the style, tone, and overall visual direction of the identity before design begins. Once you select a direction, it becomes the visual reference used throughout the entire brand identity process.
Logo suite design
A complete logo suite is created to ensure your brand works across different contexts. This includes a primary logo and supporting logo variations designed for flexibility and consistency. The logo suite is built to remain clear, recognisable, and functional across digital and print platforms.
Colour palette
A structured colour palette is developed for your brand, including primary and supporting colours. The palette is designed to work well together and support your brand’s personality. Colour values are prepared for both digital and print use, making it easy to apply the brand consistently.
Typography system
A clear typography system is selected to support your brand identity. This includes fonts for headings, body text, and general use, along with guidance on how they should be applied. The goal is to create a consistent visual voice that feels professional and easy to use across all brand materials.
Mockup applications
Your brand identity is applied to realistic mockups to show how it works in real-world situations. These mockups help you see how the logo, colours, and typography come together on platforms such as websites, stationery, or digital materials before final delivery.
Brand presentation
You will receive a structured brand presentation that explains the identity system. This presentation walks you through the design decisions, visual direction, and how each element works together. It helps you understand not just what the brand looks like, but why it was designed that way.
Brand assets
This includes supporting visual elements that help your brand feel complete and consistent, only where they are needed. Depending on the brand’s needs, this may include curated or designed brand patterns, icons, or graphic elements that work with your logo, colours, and overall visual direction.
Brand collaterals
This covers essential brand materials used in everyday business communication. I’ll design a business card and letterhead that follow your brand system, ensuring your brand looks professional in both digital and printed formats. These designs are aligned with the rest of your identity so nothing feels out of place.
Merch Concepts (T-shirts, tote bags, caps, etc.)
This includes visual concepts showing how your brand can be applied to merchandise such as T-shirts, tote bags, or caps. These are concept designs meant to demonstrate how the identity works on physical items and help you visualise future brand extensions. Production or printing is not included.
Social media templates
You’ll receive 4 reusable social media templates designed using your brand’s colours, fonts, and layout style. These templates make it easy to post consistently without redesigning every time. They are structured so you or your team can quickly update text and images while keeping the brand look intact.
Brand guidelines & documents
You’ll receive clear brand guidelines and a presentation deck that document both the strategic thinking and the visual identity. These documents explain how to use the logo, colours, typography, and other brand elements correctly, so your brand stays consistent across platforms and future work is easy to manage.
Support
You’ll receive 1 month post-project support after final delivery. This covers small clarifications, guidance on how to apply the brand, and help with understanding the guidelines or files. This support is not for redesigns or new concepts, but to ensure you feel confident using the brand system correctly.
FAQs
Yes. This service is especially helpful if you want to build your brand properly from the start, with clear positioning and direction before investing in design, marketing, or growth.
The full strategy and brand identity process usually takes 5 weeks, depending on feedback timing and project scope.
No. Brand strategy can be done for new ideas, early-stage startups, or existing businesses. What matters is having a clear goal for where the brand is heading.
Yes. The strategy phase defines your positioning, audience, and messaging direction. The visual identity is then built on top of that thinking, not designed in isolation.
Yes. A clear brand strategy makes future marketing, content, and design decisions easier and more consistent because you’re working from a defined direction.
You’ll be involved mainly through guided calls and questionnaires. I handle the analysis and structure, then present clear outcomes for review and feedback.
The strategy directly informs the visual identity and is documented in the brand guidelines, so it continues to guide the brand long after the project ends.
David 's other services
$2,200