How is this different from just getting a logo? +
A logo is one decision. A brand identity is the full set — strategy, logo, typography, colour, and how it all applies across your website, van, signage and social media. It's the difference between owning a nice mark and looking like the obvious choice everywhere a customer meets you.
Can't I just use AI to make a logo and a website? +
You can, and for a brand-new business on a tight budget it's a reasonable place to start. The catch is that AI tools are built from an average of everything they've seen, so what comes back tends to look like everyone else — the opposite of what you want if you're trying to stop competing on price. We use AI tools ourselves for the repetitive work. What they can't do is decide how your business should be positioned against the three competitors your customers are also looking at. That part still needs someone who has actually looked.
Do I need a professional photoshoot? +
Not always, and not straight away. A lot can be done with what you already have — choosing the right images, matching their colour and exposure, and retiring the ones that let the side down. Photography direction is included from the £3,500 level up. If you do need new photos, we bring our own photographer and manage the shoot, so you get pictures that fit rather than pictures that are merely nice.
Why does consistency matter so much? Isn't a bit of variety good? +
Variety in what you show is good. Variety in how you show it makes a business look disorganised. When spacing, colour, type and photography follow the same rules everywhere, customers read it as a business that pays attention to detail — which is exactly what they're trying to work out before they ring you.
Will you need to talk to our customers? +
No. We don't run customer interviews, stakeholder workshops or surveys. The evidence we need is already public — your market, your competitors, your reviews, your own published material and the questions you get asked most — and reading it properly tells us more than a workshop does. You tell us about the business once, and we do the rest.
Why is there such a gap between £3,500 and £20,000? +
Because they are genuinely different jobs. At £3,500 we are giving one business in one market a coherent look and the files to use it. At £20,000 we are working out what a company has become, deciding how a parent brand, its capability families, its products and a business it has acquired relate to each other, writing the messages regional teams will use, building a visual system that survives a change of name, handing design tokens to a web team, and setting out who owns and approves it afterwards. The design is not ten times better. The problem is ten times larger.
What actually changes at the £20,000 level? +
Four things, mostly. Research: we review your market, your competitors and your own public evidence before we design anything. Architecture: how your parent brand, sub-brands, products and any acquisitions relate. Documentation: design tokens, component rules and templates detailed enough for other teams and agencies to build from without ringing us. And governance: named owners, named approvers, a rollout order, and rules for what happens when a region wants an exception.
We're not in the UK. Does that work? +
Yes — the £20,000 level is built for it. Multiple regions, multiple languages, partner and distributor materials, and typography licensed for global desktop, web, app and document use. Most of the work happens in scheduled video sessions and a shared document, and we've run programmes to a fixed launch date across several time zones. We write in British English unless you need otherwise.
Can you work alongside our existing web agency? +
Regularly, yes. At the £12,000 and £20,000 levels part of the work is a handover package built for exactly that: colour and typography tokens, spacing and grid rules, button, card and status behaviour, image treatments, motion examples, and desktop and mobile reference screens. Your agency builds it. We make sure what they build is recognisably you.
We're changing our company name. Should we wait? +
No — but tell us, because it changes how we build. A system that only works because of your current initials has to be redone when the name changes. A name-flexible system treats the wordmark as one replaceable component, and keeps recognition in colour, type, imagery, layout and motion. You get the benefit now and change one piece later, instead of paying for two rebrands.
Do I need the brand identity before the website? +
Ideally, yes — the identity decides how the website looks, not the other way round. But real businesses don't always work in the ideal order, and we regularly do both together. What we'd steer you away from is a new website in an old identity you already know you've outgrown.
We're a small business — is this overkill? +
Honest answer: sometimes. If your work sells itself and your current look isn't costing you customers, we'll tell you to keep your money. Where it earns its keep is when you're competing for premium work and turning up looking like the budget option. That is what the £3,500 level is for.
