Your authentic brand, revealed faster
My process enhances the strengths of traditional agency branding while cutting out unnecessary noise. This streamlined approach delivers results efficiently, giving you the quality of agency brand design without the added complexity.
For growing brands—whether you're moving from seed to Series A or taking your next big leap—speed matters. But so does getting it right. My process helps you define and express what makes your brand distinctive, without the overhead.
Simplified.
Streamlined.
Speedier.
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What the Category Tells Us
A snapshot of your competitors, including adjacent and aspirational brands, to learn what brand behaviors to avoid, emulate, or embrace.Who We Do It For
A definition of your primary users to identify their goals, frustrations, and motivations.What We’re Here to Do
An intentionally brief statement that captures why your brand exists.Why We’re Doing It
A paragraph providing additional context for why your brand does what it does.What Is Trying to Stop Us
Defining a clear enemy to ensure your brand won’t lose sight of what can cause it to veer off course or lose focus. -
Boilerplate
A 50-70 word paragraph that captures the problem your brand solves, who it solves it for, and what makes your brand unique.General Headlines
5-7 headlines created to deliver general messaging suitable for any of your audiences.Topic-Specific Headlines
2-3 categories, each with 2-3 headlines that provide specific product benefits beyond what general headlines communicate.Tagline
A quick distillation of what you are, generally five words or less. While it’s not a given that your brand will utilize a tagline, defining one can be helpful even if you ultimately don’t activate it for your brand. -
Logo
Exploration of multiple logo directions that explore different territories allowing you to envision the potential of different approaches.Colorway
Identifying a unique colorway that allows for distinction within your category.Typography
Identifying the appropriate type stack that takes into consideration the realities of your team and budgetIconography
Creating a stylized approach to iconography born from a harmonious relationship with your logoImagery
Similar to choosing typography, choosing a plan for distinctive imagery starts by considering your team's needs and budget realities. Imagery topics generally include people, products and places across photography and illustration.Design system
This is where the individual expression elements come together and their relationships to each other are defined. -
Brand Guideline
Depending on the needs of your team and their executional needs the guidance of your brand is collected into a user manual that prioritizes an at-a-glance presentation.Assets
The final step in the process. Your brand elements are created and saved in all the formats you need. AA compliant hex codes for color, multiple logo formats and licensing agreements for typography and imagery when applicable.
