Design & Creative
Branding & Identity
Identity systems and the guidelines that keep them intact — built to survive contact with the channels a CRM programme actually uses, not only the ones in the presentation.
Identities usually break in the small spaces.
A brand rarely fails on the logo. It fails in a 600-pixel email, a push notification with forty characters, an avatar at 32 pixels, a dark-mode inbox, a mono print job. Those are exactly the surfaces a lifecycle programme lives on, and they are the ones a conventional identity project treats last, if at all.
We design the system for those constraints from the start: how the mark behaves small, what happens with no colour, which type sizes remain legible on a phone, and how the palette performs against accessibility requirements rather than on a moodboard.
What you get
- A primary mark with the lockups and clear-space rules, supplied as vector plus the raster sizes and favicon set actually needed in production
- A monochrome and small-size treatment, verified at the sizes it will really be used at
- A palette with measured contrast ratios, so a brand colour cannot be specified for text it fails against
- Type scale and hierarchy defined for screen first, with web-licensed choices
- Written guidelines: what to do, what not to, and the decisions behind both
- The applied set — email, social, presentation and document templates — because guidelines alone do not survive a busy week
How the work runs
- 01
Define the constraints
Where the identity has to work: channels, minimum sizes, single-colour cases, accessibility requirements. This list decides the design.
- 02
Design against the hardest case
The small, monochrome, cramped version first. An identity that holds there holds everywhere else.
- 03
Ship the system, not a logo
Files, templates and written rules, handed over so the brand stays consistent without us in the room.
Let's build better customer experiences.
One call, 30 minutes, no pitch deck. Bring the problem you haven't been able to solve.
or email [email protected]