Service
Brand Identity & Rebranding
Turn a position into something recognised on sight.
A brand identity is the visible system people use to recognise a business: logo, typography, colour and the visual language around them. We design identities as connected systems, built to stay consistent as a business grows.
The problem
A sharp strategy still fails if the brand looks generic, dated or inconsistent where customers actually meet it. Many identities begin as a single logo and grow by accident, with every new website, deck or campaign adding its own interpretation.
Rebrands carry an extra risk. Change too little and nothing improves. Change too much and you lose the recognition you have already earned.
How we approach it
Strategy first
Every visual decision traces back to the brand's position, so the identity says something specific instead of simply looking current.
A system, not a logo
We design the logo together with type, colour, layout and imagery rules, so the brand holds together across packaging, screens, signage and documents.
Change with purpose
In a rebrand, we first assess which existing assets carry real recognition, then decide what to keep, refine or replace.
Process
- 01
Audit
A review of current brand assets, touchpoints and competitors, alongside the brand strategy.
- 02
Explore
Creative routes developed and presented with the reasoning behind each one.
- 03
Refine
The chosen route developed into a complete identity system and tested on real applications.
- 04
Roll out
Guidelines, master files and key applications prepared for your team and suppliers.
What it can include
Every engagement is scoped to the business. Deliverables may include:
- Logo system and variations
- Typography
- Colour palette
- Visual language and imagery direction
- Brand guidelines
- Packaging design
- Core brand applications
What to expect
A clear rationale
Every route is presented with the thinking behind it, so decisions rest on strategy rather than personal taste.
Tested in context
Identities are shown on real applications before sign-off, not only on a blank artboard.
Files your team can use
You receive organised master files and guidelines so the identity can be applied consistently after handover.
Common questions
- What is the difference between a refresh and a rebrand?
- A refresh refines what already exists: typography, colour, consistency. A rebrand rethinks the identity, usually because the business, the audience or the position has changed. Discovery shows which one you need.
- Can you work with our existing brand?
- Yes. Many projects extend or strengthen an existing identity rather than replacing it.
- Do you design packaging?
- Yes. Packaging is designed as part of the identity system, as in the Obsidian Coffee project.
Start a project
Tell us what you're trying to solve.
Share your business, your ambitions and the challenge in front of you. We'll review your enquiry and connect with you to explore the opportunity.