libraries
Service Repository
| Step · purpose | Deliverable | Component | Sub-components | Cost | Timeline |
|---|---|---|---|---|---|
BRAND DISCOVERY identify key opportunity & positioning | Research & Synthesis Lead & synthesize comprehensive internal and external research | Internal the brand’s own ambitions, intentions and context |
| $4,250 | 1–2 weeks |
External the surrounding industry, market, customer and competitor context |
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Positioning opportunities | — | ||||
Current cultural insights | — | ||||
Discovery workshops | — | ||||
Discovery report / synthesis | — | ||||
Briefing | — | ||||
Audit & assessment | — | ||||
(opt) Brand equity assessment | — | ||||
Interviews | — | ||||
Trends & cultural analysis | — | ||||
Market Snapshot & Competitor Analysis Map the market, category and competitor set to locate the opportunity | Market map |
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Competitor set |
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SWOT analysis | — | ||||
Audience & Segmentation Define the target audience and its segments | Audience who the brand is for, and the lenses that define them |
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Segmentation |
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Product & Market Analysis Analyse the product against the category and turn it into a marketing approach | Product attribute analysis |
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Product configuration |
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BRAND STRATEGY refine core brand messages & foundations | Strategic Overview Refine and identify all strategic foundations for the brand | USP the single, distinguishing strength the brand leads with and is chosen for | — | bundled | 2 weeks |
Purpose the brand’s core reason for existence and the long-term impact it seeks to achieve | — | ||||
Positioning the distinct space it occupies in the market, defined by its unique value and audience | — | ||||
Values the core principles and beliefs that guide how the brand thinks, acts and behaves | — | ||||
Promise the commitment to consistently deliver to its clientele | — | ||||
Proposition the unique benefit or value the brand offers, setting it apart from competitors | — | ||||
Personality the set of traits that define how the brand communicates and connects emotionally | — | ||||
Perspective the brand’s standpoint — its vantage point on the category | — | ||||
Vision the future state the brand is working to bring about, beyond its own success | — | ||||
Mission what the brand does day-to-day, and for whom, in pursuit of its vision | — | ||||
Essence the brand distilled to its simplest, most irreducible idea | — | ||||
Manifesto the brand’s belief stated aloud — a declaration of what it stands for | — | ||||
Pillars |
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Brand Attributes Define the brand's character, behaviour and beliefs | Components the recurring elements and traits that make up the brand’s character |
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Behaviour how the brand acts and carries itself | — | ||||
Beliefs what the brand believes and stands for | — | ||||
Audience who the brand is for, and the lenses that define them |
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Vision the future state the brand is working to bring about, beyond its own success | — | ||||
Evolution how the brand is expected to grow, scale and adapt over time | — | ||||
Brand Architecture Structure the brand, its sub-brands, portfolio and naming | Brand hierarchy | — | |||
Sub-brand identities | — | ||||
Category positioning | — | ||||
Portfolio strategy |
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Naming conventions | — | ||||
Brand Copy (Boilerplate) Translate the strategy into foundational customer language | Tagline | — | |||
Brand description | — | ||||
Offering | — | ||||
Site meta copy | — | ||||
Key messages | — | ||||
Brand story | — | ||||
Brand & Product Storytelling Approach Define the strategic communication style and subject | Hierarchy of information | — | |||
Key messages | — | ||||
Language | — | ||||
Detail | — | ||||
Narrative arc | — | ||||
Tone | — | ||||
Conventions & Naming Ideate and formalize the internal & external naming systems | Product & category naming | — | |||
Ingredient system | — | ||||
Brand architecture naming | — | ||||
SKU naming | — | ||||
Customer Journey Define how a customer moves through all lifecycle stages | Framework: discovery to advocacy | — | |||
Channel interactions & roles | — | ||||
Touchpoint mapping | — | ||||
Lifecycle stages | — | ||||
Service & Experience Design Define the customer experience across all brand touchpoints | Moments of discovery | — | |||
Sampling process | — | ||||
Product trial | — | ||||
Feedback & inquiry | — | ||||
Unboxing experience | — | ||||
Retail / experiential touchpoints | — | ||||
Martech Stack Support decision-making on strategic platform choices | Tech selection (CRM, site, loyalty) | — | |||
Systems | — | ||||
Automations | — | ||||
Platforms | — | ||||
Integrations | — | ||||
BRAND DIRECTION & IDENTITY CREATION iterate creative direction & create the identity | Creative Direction (Visual Identity) Iterated creative direction; all defined visual & verbal attributes | Typefaces the typographic system and how it is set |
| $7,750 | 1.5 months |
Colors the colour system and its application |
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Materials material, finish and texture direction |
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Art Direction the overall look, feel and references |
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Photographic Direction how the brand is photographed |
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Marks the logo, wordmark and insignia and their usage |
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Design Elements the graphic elements, motifs and icons |
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Composition & Layout grid, spacing, scale and spatial rules |
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Creative Territories the distinct creative directions explored |
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Visual Research the visual reference and research base |
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Motion & animation principles | — | ||||
Identity Overview |
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Brand World |
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Verbal Identity Define how the brand sounds, speaks and is written | Voice the brand’s underlying character in language |
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Grammar |
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Tone | — | ||||
Narrative & story | — | ||||
Manifesto the brand’s belief stated aloud — a declaration of what it stands for | — | ||||
Tagline | — | ||||
Verbal territories | — | ||||
Design System (Spatial & Interactive) Outline principles for a brand design system across key environments | Sizing | — | |||
Layout |
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Scale | — | ||||
Spacing | — | ||||
Interactions |
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Animations |
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Hierarchy | — | ||||
Component library |
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Iconography | — | ||||
Digital & Handoff |
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Brand Assets Create all core, non-applied brand assets | Wordmark | — | |||
Logo | — | ||||
Insignia + variants | — | ||||
Design elements / motifs (e.g. icons) | — | ||||
Favicon | — | ||||
Lockups & variants | — | ||||
Brand Imagery Create or lead creation of the brand's owned imagery | Thematic imagery | — | |||
Product photography | — | ||||
Texture shots | — | ||||
Video / motion | — | ||||
Art direction the overall look, feel and references | — | ||||
Lifestyle / on-talent imagery | — | ||||
Shot list | — | ||||
Brand Copy (Evergreen) Create evergreen brand copy for site application and beyond | Product descriptions | — | |||
Informational | — | ||||
About page | — | ||||
FAQ copy | — | ||||
Email copy | — | ||||
SEO copy | — | ||||
Brand Templates Create reusable, on-brand templates for recurring outputs | Newsletter templates |
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Presentation / deck template | — | ||||
Social templates |
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Document templates |
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Email templates | — | ||||
Signage templates | — | ||||
Packaging artwork templates | — | ||||
Ad / banner templates | — | ||||
Proposal / invoice templates | — | ||||
Business card & stationery templates | — | ||||
Brand Guidelines Concise framework documenting the identity to enable brand roll-out | Typographic system | — | |||
Design Elements (e.g. icons) the graphic elements, motifs and icons | — | ||||
Color application | — | ||||
Documentation of Visual Identity | — | ||||
Documentation of Verbal Identity | — | ||||
Documentation of Design System | — | ||||
Usage, governance & misuse |
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Application matrix |
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BRAND APPLICATIONS create core brand applications | Applied Assets — Digital Design & develop the brand's digital applications | Email signature | — | bundled | — |
Social icons | — | ||||
Social templates | — | ||||
Signage | — | ||||
Favicon | — | ||||
LinkedIn profile picture & banner | — | ||||
Newsletter email template | — | ||||
Newsletter article template | — | ||||
Accessibility (WCAG) | — | ||||
SEO set-up | — | ||||
Analytics & tracking set-up | — | ||||
Cookie / consent | — | ||||
Applied Assets — Print Design & prepare the brand's print materials | Stationary | — | |||
Notecards | — | ||||
E-comm collateral | — | ||||
Letterhead | — | ||||
Business cards | — | ||||
Packaging inserts | — | ||||
Signage (vinyl) | — | ||||
Merchandise / apparel | — | ||||
Vehicle livery | — | ||||
Site Mapping & Architecture Organize and create a system for the site's content and commerce $7,500 | What pages | — | |||
Content layouts | — | ||||
Navigation | — | ||||
Product structure (filters/nav) | — | ||||
UX/UI | — | ||||
Sitemap | — | ||||
Wireframes | — | ||||
User flows | — | ||||
Site Design, Set-Up & Development Create the initial, light e-commerce-centric brand-aligned site tbc on execution | Front-end set-up (SEO copy, metadata, product pages) | — | |||
Format & prepare assets | — | ||||
Responsive design | — | ||||
CMS set-up | — | ||||
Template / module design | — | ||||
Splash page | — | ||||
Holding page | — | ||||
Homepage | — | ||||
Content pages | — | ||||
Performance optimization | — | ||||
Analytics & tracking | — | ||||
Packaging Concept Translate the creative direction into packaging ideas $6,500 | Creative concept: first & secondary packaging | — | |||
Structural direction | — | ||||
Material & finish direction | — | ||||
Sustainability direction | — | ||||
Packaging Designs Create packaging designs for the initial launch SKUs | First (5x SKUs) & secondary (3x outer) designs for print | — | |||
Dielines / print artwork | — | ||||
Print-ready files | — | ||||
Mockups & prototypes | — | ||||
Regulatory / compliance labelling | — | ||||
Print production management | — | ||||
PRODUCTION, ROLL-OUT & GOVERNANCE validate, produce, roll out and support | Validation & Stakeholder Alignment Align stakeholders and validate the direction | Stakeholder alignment |
| bundled | — |
Production & Artwork Management Manage production of all assets end-to-end | Pre-production | — | |||
Production managing the making of all assets end-to-end | — | ||||
Post-production | — | ||||
QA | — | ||||
Localization & adaption | — | ||||
Asset creation | — | ||||
Guidelines & toolkits | — | ||||
Delivery | — | ||||
Ad-hoc Additional communication, coordination and execution as required hourly | Brief photographer | — | |||
On-set photography direction | — | ||||
Vendor / supplier coordination | — | ||||
Press liaison | — | ||||
Implementation Build, implement and make the work live hourly | Update social accounts | — | |||
Site go-live | — | ||||
Channel set-up | — | ||||
QA & testing | — | ||||
Monitoring & Optimization The brand watched after launch — what the market does with it | Brand monitoring |
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Evaluation & Reporting What the work achieved, measured and reported | Evaluation |
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FUTURE / EXPANSIONexpansion expand the brand’s presence, expression and activities (second phase) | Brand Imagery [expanded] Create or lead creation of expanded brand imagery | Thematic imagery | — | bundled | — |
Product photography | — | ||||
Texture shots | — | ||||
Video / motion production | — | ||||
Digital — Site (Expanded) Expand and enrich the site experience | Brand content | — | |||
Content pages (not commerce) | — | ||||
Editorial / blog | — | ||||
Lookbook | — | ||||
Brand World Extrapolate how the brand is experienced in totality | Retail | — | |||
Content | — | ||||
Events | — | ||||
Multimedia | — | ||||
Aroma | — | ||||
Spatial / retail design | — | ||||
Sonic branding | — | ||||
Scent / sensory | — | ||||
Design System [Expanded] Craft a more complex design system prepared for additional contexts | Expanded grid & layout | — | |||
Component library | — | ||||
Motion system | — | ||||
Iconography set | — | ||||
Brand Guidelines [Broad] Comprehensive framework to enable long-term brand use | Comprehensive brand book | — | |||
Co-branding | — | ||||
Accessibility | — | ||||
Governance | — | ||||
Brand Expansion Expand the brand's expression, presence and output with new tools, content and activities | New functionality & tools | — | |||
New content & activities | — | ||||
Expanded applications |
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Expanded product range |
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1A holds 6 steps · 39 deliverables · 237 components. cost sits at step and deliverable level; components never reach a client. the taxonomy it prices: methodology ▸