Branding identity agency

Approach

During the last ten years, we’ve developed an approach that results in professional, stand-out brand designs which build trust. Being focused on digital tech brands, we make sure the identity works well in the online environment and is visually consistent across all mediums. Our design process is very collaborative and requires deep involvement on both sides.

Capabilities

The result of our company branding process is a comprehensive brand guideline that can be used to design a marketing website and other design assets like brand illustrations that reflect the new brand.

Clients

Established brands and growing startups backed by Y Combinator, Khosla Ventures, Accel Partners, Andreessen Horowitz and others.

FAQ

• What does our process look like?

  We call our process the Funnel. Identity development is done from a general understanding of the essence of a company or a product to details and visual solutions. The visual identity process usually has 7 stages, at the end of each of which there is synchronization with the client. Our work process is inclusive and requires the involvement of the client's team. Unlike most industry agencies, we do not disappear for several weeks to return with unexpected results because there is no guarantee whether it will be a pleasant or unpleasant surprise for the client. We try to make it as transparent as possible for the client about what we do at each stage, why we do it, and how the decisions made will affect the next steps and the result as a whole.

  There are three basic principles of our approach:

  - Keep it inclusive. We consider ourselves as a part of a client's team, so we work as a team.

  - Keep it practical. It should be clear how each action during the process informs the next step and the practical value.

  - From general to specific. Start with understanding, end with execution.

  
  
  The main stages of the Visual Identity Funnel:

  0. Information Gathering and Warm-Up Exercises We always start with understanding a product and company. Sometimes we ask clients to do some homework exercises. That informs all the next steps.

  1. Visual Positioning At this stage, we audit an existing product/company visual identity, analyze competitors' visual identity, come up with a hypothesis on the applicable brand archetype (when needed), and define an area of future visual positioning. The outcome document is a north star for a decision making process along the way.

  2. Visual Brand Expression This stage is all about visual inspiration and conceptual metaphor. It helps to align on the emotional aspect. This stage helps to build a foundation on a future color palette, shapes, and dynamic.

  3. Sketches At this stage, we explore concepts and general directions on how the logo could look. We follow Visual positioning and Brand expression findings and recommendations. This stage helps to examine a lot of concepts and shapes fast.

  4. Draft Shapes and uniqueness test When we define a few (up to 3) sketches, we refine the shape. We are not exploring colors at this stage - our focus is on the form and tonal contrast. We also research similar logos to avoid similarities with existing brands. However, it's not trademark research.

  5. Wordmark When it comes to a combination of a logo sign and a logo mark (which is a common situation for digital brands because they need icons, favicons, social network thumbnails, etc.), we start working on the wordmark when a logo sign draft shape is approved. We explore typefaces, cases, and design lettering to find the best pair for a logo sign.

  6. Color and Application examples Color matters. People mostly judge products based on color, which was proved by various experiments. To make the logo and identity their best potential, we spent time exploring proper color combinations. Our decision-making process is grounded by information about the cultural, physiological, and psychological influence of color.

  7. Logotype Fine-tune and Guidelines At this stage, we construct a logo sign and wordmark with grids to make it perfectly balanced. We create documentation to explain rules on how to use visual identity assets correctly. The complexity of the guidelines depends on the scope and project needs.

• What are the timeframes?

  Based on previous projects' experience, it is necessary to lay in about 3 calendar months for the development of a basic version of the visual identity. We can technically get the job done faster, but decision time is essential in this process. Often the client needs to discuss the intermediate results with the team and generally "get along" with the proposed direction. It takes time.

  We also do not strictly limit the client with the number of concepts, unlike other industry agencies. Therefore, we research many options to find the best option. Since our process is very inclusive and based on customer interaction, sometimes we explore additional directions to convince stakeholders that the proposed solution is optimal for the company.

• What tools do we use for work?

  We mainly use Adobe Illustrator, Adobe Photoshop, Adobe After Effects, Figma.

• How exactly and how often will we communicate?

  We use a bundle of Trello, Loom, Slack, and Zoom. This is the most stable and proven software combination for us, but we are flexible. For us, the result and the possibility of transparent communication are more important than the tool for these communications.

  Sending results usually happens asynchronously - we prepare a presentation of the results in Figma or PDF, record a presentation screencast in Loom and send everything to the appropriate card in Trello.

  Of course, we are open for Zoom calls as well. We recommend having bi-weekly check-ins to discuss the process, open questions, etc. However, we prefer to present results and updates asynchronously − it saves a lot of time for both sides.

• Do you deliver a brand strategy service?

  We do Brand Personality.

  Based on the definition from Wikipedia, "Strategy is a general plan to achieve one or more long-term or overall goals under conditions of uncertainty." This means that the company must have a clear goal, i.e., the point it wants to come to. After that, research is done, and hypotheses are built about ways to achieve the goal. This affects business processes, sales, marketing, etc. We don't do that.

  Unlike, our service aims not to describe how to achieve the goal but at identifying the brand personality and fundamental principles in behavior, appearance, and decision-making logic. Regardless of the company's further goals, the principles laid down will help the whole team act in sync and form a uniform brand image in the eyes of consumers. Brand Personality helps to shape people's opinions about its product, service, or mission. Our approach is based on the scientific research of Carl Jung, Joseph Campbell, Margaret Mark, and has brand archetypes as a core of the system. While archetypes are a collectively-inherited unconscious idea, the pattern of thought, image, etc., that is universally present in individual psyches, and has a concept of collective unconsciousness.

  
  
  

  The main stages of Brand Personality:

  1. Information Gathering and Brand Personality Quiz

  We always start with understanding a product and company. We invite the client's team to complete a questionnaire to determine the archetype, core values , and brand perception from within the company.

  2. Brand Workshop

  To deepen our understanding of the brand archetype, we ask the client to conduct a small workshop within your team. You will have to complete 4 easy exercises and come to a common decision on several key questions for branding.

  3. Competitive Analysis

  At this stage, we conduct an audit of the existing visual identity of the product/company, analyze competitors, and do a comparative analysis. Competitor analysis includes analysis of the brand position, mission, brand promise, brand values, and analysis of competitors' verbal and visual identity. The primary archetype is identified for each competitor. The study of competitors allows you to identify practical solutions for brand differentiation among competitors.

  4. Archetype Hypothesis

  Based on the previous steps' information, we hypothesize the applicable brand archetype, appropriate brand positioning, character, and attributes.

  5. Brand Personality Document

  This stage is all about brand personality. It helps to understand how your brand will look, speak, and act. The document includes brand archetype, brand positioning, brand values, brand promise, сharacter, visual brand expression, tone and voice, attributes. This stage helps to build a foundation for future brand identity.