Service one

Brand modernisation

One mark, one palette, two typefaces and a way of writing — built as a system, with the rules written down so it survives the next person who touches it.

The problem

A brand that grew by accident reads like one

The logo came from a printer in 2011. The colours came from whatever looked right on the day. The type came with the website theme. Each decision was reasonable on its own, and together they argue — customers feel the argument long before they could name it.

That cost shows up where nobody is watching for it. Quotes get compared on price because nothing else stands out, referrals arrive with an apology attached, and every new invoice or van decal needs a fresh decision that should have been settled years ago.

What we do · four steps

Take it apart, then fix the few things that matter

  1. 01

    Photograph what exists

    Every place the brand currently appears — van door, invoice, email footer, shopfront, the profile picture nobody can find the file for. Laid out side by side, the pattern is usually obvious in ten minutes.

  2. 02

    Fix the small set

    One mark drawn at every size it will be used. A palette with every pair measured. Two typefaces, chosen for the jobs you actually have. Fixed means fixed: no variants held in reserve.

  3. 03

    Build the assets, not the mood board

    Files at the sizes you need them, in the formats the printer and the browser each want, with the legal and illegal combinations recorded beside each one.

  4. 04

    Hand it over properly

    A written spec, the working files, and an hour with whoever will be using them next week. If it only works when we are in the room, it does not work.

What you get
  • Mark set, three tiers Full, simple and micro, each with a size range and a floor below which it must not be used.
  • Colour tokens, measured Every colour with its contrast ratio against every ground it is legal on, and the forbidden pairs named.
  • Type pairing and scale Display, body and label sizes, with tracking and weight fixed per role.
  • Avatar and favicon set Square and circular crops, and icons down to 16px that still read.
  • Pattern field A repeating field built from the mark, for backgrounds that are not stock imagery.
  • Written specification One page a new designer can be handed, plus the token file a developer can import.
Not included

This is the identity system, not everything downstream of it. Saying so up front is cheaper for both of us than discovering it in week five.

  • Photography of your premises, staff or products
  • Print production, signage manufacture or vehicle wrapping
  • Running your social accounts or scheduling posts
  • Rewriting the copy on your existing website
  • Building the website itself — that is re-rooting
How long it takes 4–6 Weeks, end to end. Most of that is waiting on decisions rather than drawing — the fastest projects are the ones where one person can say yes.
Pricing · placeholder A figure goes here once the scope is agreed. We do not publish a number we would have to walk back on the first call.
Next step

Send us the three places your brand appears most often. That is usually enough to tell you whether this is the right piece of work.

Start a brand conversation