Process

Authentic brands don’t happen by accident. There is an art (design, colors, graphics, imagery, and fonts) and science (psychology, sociology, and cognitive linguistics) to it — which we have honed over our last ten years in business. Discover our proven 3-phased process for building brands.

guide
  • Brand Strategy Begins

    Phase 01:
    Brand Strategy Begins

    Brand Strategy is the first step to building a brand. It creates the foundation and guides all downstream decisions and activities, all of which are set to deliver on your unique business goals.

  • First Week

    • Brand Archetypes

      Used as a heuristic to infuse personality into the brand.

    • Brand Purpose

      A descriptive and aspirational articulation of why the brand exists.

    • Brand Promise

      The ultimate emotional benefit experienced by the brand’s target audience.

    • Brand Positioning

      The distinguishing space that the brand occupies (or wants to occupy).

    • Brand Messaging

      An organizing framework for all the “key messages” used in marketing communications.

  • Second Week

    • Brand Architecture

      A strategic framework to organize all your branded, unbranded, and endorsed offerings.

    • Brand Values

      The guiding principles of behavior that deliver on the brand.

    • Brand Attributes

      The core personality characteristics of the brand.

    • Brand Voice

      The core characteristics of how the brand speaks.

    • Creative Brief

      A briefing document that conveys the key requirements for the design team to create a Visual Identity.

    • Brand Platform

      Your Brand Platform is a single-paged document that breaks down all the various dimensions of your brand distilled over the course of Phase 01.

  • Brand Platform Presentation

  • Naming Kickoff (Optional Add On)

  • Naming Presentation

  • Brand Strategy Complete

    With your Brand Platform approved and your strategy in place, Phase 02 of the branding process begins.

  • Brand Identity Begins

    Phase 02:
    Brand Identity Begins

    Your Brand Identity is made up of your Visual and Verbal Identity. The Visual Identity includes Mood Boards, and then the development of your logo, color palette, typography, photography style, and any other graphical elements. The Verbal Identity is comprised of your Brand Story, Brand Voice, and writing style guidelines.


    • Moodboards

      A collection of images (photography, graphics, type/fonts) coordinated to create a visual language with a distinct “tone” and “feeling.”


    • Verbal Identity

      The articulation of a brand through the use of distinct and focused language.

    • Brand Story

      An emotional articulation of what your brand and company ultimately stands for.

    • Brand Voice

      A detailed explanation of how the brand speaks with specific messaging examples.

    • Writing Style Guidelines

      Consists of Brand Grammar guidelines and a “What we say / What we don’t say” glossary.


    • Visual Identity

      The visual language (“look and feel”) of the brand.

    • Logo Suite

      The development of a brand’s logo and all associated artwork files.

    • Color Palette

      The brand’s unique colors with color code specifications, e.g. RGB, CMYK, Hex.

    • Photography Style

      Guidelines for photography (categories, style, and recommended treatments or filters).

    • Typographic Style

      Guidelines for use of typography and fonts for print and web.

    • Graphic Elements

      Guidelines for all patterns and graphics and delivery all associated files.

  • Final Brand Identity Presentations


    • Brand Identity Complete

      With the Brand Identity and Brand Guidelines approved, the final phase of the branding process begins.

  • Brand Website

    Phase 03:
    Brand Website

    Your Brand Website builds off your Brand Strategy and Brand Identity foundation to create a user experience that powerfully showcases your company’s services and offerings. Utilizing our deep expertise of online best practices, we offer three support options that include everything from the initial Information Architecture to Copywriting and Website Design, Programming, and Maintenance.

  • Website Scope

    • Scope definition

      A determination of your website requirements and establishment of timelines for the project.

    • Information architecture

      A website’s page structure and hierarchy of content.

    • User experience

      The development of how a visitor interacts with your website

    • Wireframes

      A visual guide that represents the skeletal framework of a website.

  • Wireframe Designs

  • Website Design

    • Desktop & Mobile Designs
    • Interaction Development
    • Look & Feel
  • Internal Page Designs

  • Website Development

    • Programming
    • Q/A Testing
    • User Acceptance
    • Maintenance
  • Website Launch

  • Creative Services

    • Print Design
    • Package Design
    • Copywriting
    • Content Marketing
    • Presentation Graphics
    • Social Media
    • Video Marketing
    • Marketing Collateral
    • Stationery
  • Project Completion and Wrap Up Call.

    Congratulations! You’ve made it to the finish line in one piece. With your website successfully completed and launched, it’s time to assess the project as a whole. Together we will discuss the overall process experience, determine future follow-up steps or creative needs, and finish with a virtual high-five.

  • Ongoing Needs?

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