Brand Strategy & IdentityLorenzo Rocco
Brand Strategy & Identity
For businesses that don't just need a new identity, they need clarity on what their brand should stand for, how it should position itself and how that strategy should translate into a distinctive visual system.
This is ideal for you if:
You're building an ambitious new company and want to establish the brand strategically before entering the market.
You're preparing for investment, expansion or a significant new stage of growth.
Your business has evolved, but your positioning, messaging and identity haven't evolved with it.
You're entering a competitive market and need more than beautiful design to differentiate yourself.
Or you're undertaking a significant rebrand where getting the strategic foundation right is as important as the identity itself.
This is the most comprehensive way to work together.
01. Discovery & Brand Workshop
We start with a deep strategic discovery process.
Through preliminary research, a detailed questionnaire and a collaborative workshop, we'll explore the business from multiple perspectives:
• Business objectives
• Vision and mission
• Brand purpose
• Values
• Audience
• Customer needs
• Market positioning
• Competitive landscape
• Brand perception
• Personality
• Growth ambitions
This gives us the foundation for every decision that follows.
02. Research & Competitive Landscape
I conduct a deeper analysis of your market and competitive environment.
We'll examine how competitors position and present themselves, identify recurring category conventions and look for opportunities your brand can credibly own.
The objective isn't to simply look different.
It's to determine where your brand can be meaningfully different.
03. Brand Strategy
Before designing the identity, we define its strategic foundation.
Depending on the project, this may include:
• Brand purpose
• Mission
• Vision
• Values
• Audience / personas
• Positioning
• Value proposition
• Brand personality
• Brand attributes
• Competitive differentiation
• Tone of voice principles
This becomes the filter through which every subsequent creative decision is evaluated.
04. Creative Strategy
Strategy is translated into a visual territory.
I'll establish creative directions exploring how the brand's positioning can be expressed through typography, color, imagery, composition, visual references and design principles.
Together, we'll determine the territory with the greatest potential.
05. Identity Concepts
I develop 3 strategic identity concepts based on everything we've established.
Each concept will have a rationale connecting the visual solution directly to the brand strategy.
You'll see not just what the identity looks like, but why it should look that way.
06. Refinement & Development
We select the strongest concept and develop it collaboratively.
Up to 3 revision rounds are included.
The chosen direction is refined and tested across multiple contexts to ensure the system remains recognizable, functional and flexible.
07. Complete Identity System
The final concept becomes a comprehensive brand identity.
This may include:
• Primary and secondary logos
• Brand mark
• Responsive logo system
• Complete color system
• Typography system
• Graphic language
• Patterns and proprietary brand elements
• Layout and composition principles
• Iconography
• Photography / image direction
• Art direction
• Key brand applications
Every component is designed as part of the same system.
08. Key Brand Applications
We identify the touchpoints that matter most to your business and use them to demonstrate and extend the system.
Depending on your needs, these might include:
• Social media system
• Presentation direction
• Stationery
• Packaging
• Marketing collateral
• Digital touchpoints
• Environmental applications
• Launch materials
The exact applications are defined according to the project.
09. Brand Book
Everything we've created is brought together into a comprehensive Brand Book.
Unlike a simple logo manual, this document connects strategy and design.
It documents the strategic foundation of the brand alongside the complete visual identity system, giving your internal team and external partners a clear reference for maintaining consistency.
10. Final Delivery & Handover
You'll receive a professionally organized library containing the final identity assets and documentation.
We'll conclude with a handover session to walk through the system, answer questions and ensure your team knows how to use the identity confidently.
The result
You won't simply leave with a new visual identity.
You'll have clarity around who your brand is, who it's for, what makes it different and how that position should be expressed visually.
A strategic and visual foundation designed not only for launch, but for the next stage of your business.
If the challenge goes beyond design and you need to define the brand before defining the identity, this is the right engagement.
FAQs
Example work
Lorenzo's other services
Starting at$8,000
Duration7 weeks
Tags
Brand Identity
Art Director
Brand Designer
Brand Strategist
Creative Director
Service provided by
Lorenzo Rocco proNaples, Italy
- 7
- Followers
Brand Strategy & IdentityLorenzo Rocco
Starting at$8,000
Duration7 weeks
Tags
Brand Identity
Art Director
Brand Designer
Brand Strategist
Creative Director
Brand Strategy & Identity
For businesses that don't just need a new identity, they need clarity on what their brand should stand for, how it should position itself and how that strategy should translate into a distinctive visual system.
This is ideal for you if:
You're building an ambitious new company and want to establish the brand strategically before entering the market.
You're preparing for investment, expansion or a significant new stage of growth.
Your business has evolved, but your positioning, messaging and identity haven't evolved with it.
You're entering a competitive market and need more than beautiful design to differentiate yourself.
Or you're undertaking a significant rebrand where getting the strategic foundation right is as important as the identity itself.
This is the most comprehensive way to work together.
01. Discovery & Brand Workshop
We start with a deep strategic discovery process.
Through preliminary research, a detailed questionnaire and a collaborative workshop, we'll explore the business from multiple perspectives:
• Business objectives
• Vision and mission
• Brand purpose
• Values
• Audience
• Customer needs
• Market positioning
• Competitive landscape
• Brand perception
• Personality
• Growth ambitions
This gives us the foundation for every decision that follows.
02. Research & Competitive Landscape
I conduct a deeper analysis of your market and competitive environment.
We'll examine how competitors position and present themselves, identify recurring category conventions and look for opportunities your brand can credibly own.
The objective isn't to simply look different.
It's to determine where your brand can be meaningfully different.
03. Brand Strategy
Before designing the identity, we define its strategic foundation.
Depending on the project, this may include:
• Brand purpose
• Mission
• Vision
• Values
• Audience / personas
• Positioning
• Value proposition
• Brand personality
• Brand attributes
• Competitive differentiation
• Tone of voice principles
This becomes the filter through which every subsequent creative decision is evaluated.
04. Creative Strategy
Strategy is translated into a visual territory.
I'll establish creative directions exploring how the brand's positioning can be expressed through typography, color, imagery, composition, visual references and design principles.
Together, we'll determine the territory with the greatest potential.
05. Identity Concepts
I develop 3 strategic identity concepts based on everything we've established.
Each concept will have a rationale connecting the visual solution directly to the brand strategy.
You'll see not just what the identity looks like, but why it should look that way.
06. Refinement & Development
We select the strongest concept and develop it collaboratively.
Up to 3 revision rounds are included.
The chosen direction is refined and tested across multiple contexts to ensure the system remains recognizable, functional and flexible.
07. Complete Identity System
The final concept becomes a comprehensive brand identity.
This may include:
• Primary and secondary logos
• Brand mark
• Responsive logo system
• Complete color system
• Typography system
• Graphic language
• Patterns and proprietary brand elements
• Layout and composition principles
• Iconography
• Photography / image direction
• Art direction
• Key brand applications
Every component is designed as part of the same system.
08. Key Brand Applications
We identify the touchpoints that matter most to your business and use them to demonstrate and extend the system.
Depending on your needs, these might include:
• Social media system
• Presentation direction
• Stationery
• Packaging
• Marketing collateral
• Digital touchpoints
• Environmental applications
• Launch materials
The exact applications are defined according to the project.
09. Brand Book
Everything we've created is brought together into a comprehensive Brand Book.
Unlike a simple logo manual, this document connects strategy and design.
It documents the strategic foundation of the brand alongside the complete visual identity system, giving your internal team and external partners a clear reference for maintaining consistency.
10. Final Delivery & Handover
You'll receive a professionally organized library containing the final identity assets and documentation.
We'll conclude with a handover session to walk through the system, answer questions and ensure your team knows how to use the identity confidently.
The result
You won't simply leave with a new visual identity.
You'll have clarity around who your brand is, who it's for, what makes it different and how that position should be expressed visually.
A strategic and visual foundation designed not only for launch, but for the next stage of your business.
If the challenge goes beyond design and you need to define the brand before defining the identity, this is the right engagement.
FAQs
Example work
Lorenzo's other services
$8,000