What is a brand canon?
A documented system covering everything visual and verbal: voice guide, palette, typography, photography register, motion system, templates for every customer touchpoint. The brand canon is what makes your brand scalable — anyone on the team can produce on-brand work without asking permission.
Do I need a brand refresh or a full rebrand?
Refresh: existing brand works but needs visual modernisation, palette extension, typography update. Rebrand: positioning, name, or core identity needs to change. Most service businesses need a refresh, not a rebrand — we scope the call in week one.
How long does a brand refresh take?
Foundation tier (brand refresh and canon): four to six weeks. Compound tier (full rebrand): eight to twelve weeks. Architect tier (rebrand plus naming plus full asset library): twelve to sixteen weeks. All productised — fixed scope, fixed price, fixed timeline.
What about logo design specifically?
Logo is one deliverable inside a brand canon, not the brand itself. We deliver three primary logo concepts (Foundation tier), with two rounds of refinement, plus mark variations, clearspace rules, minimum-size guidance, and lockup files in vector and raster formats.
Will my old website work with the new brand?
After a brand refresh, your existing website typically needs a visual update to match — palette, typography, button styling, hero treatment. This is included in the Compound tier brand refresh; Foundation tier ships the canon and you commission the website update separately.
What does the brand canon include?
Voice guide (tone, words to use, words to avoid), palette (primary plus secondary plus accent plus neutrals with hex values), typography (display, body, mono), photography brief (register, post-production, props), motion guide, templates (cards, social posts, email signatures, presentations), and a worked example for each customer touchpoint.
Do you handle brand strategy as well as visual design?
Compound and Architect tiers include brand strategy — positioning, audience research, competitor analysis, brand-architecture decisions. Foundation tier handles the visual canon only; if you need positioning work, the Strategy and Consultancy pillar runs alongside.
What about brand evolution over time?
Compound tier includes quarterly evolution reviews — palette tweaks, photography updates, template additions. Architect tier delivers annual evolution planning aligned to business growth. The brand canon is a living document, not a frozen artefact.
Can you work with my existing brand?
Yes — we audit what exists, identify gaps, and either extend or refresh. About half of clients arrive with a brand they like and want to scale, not replace. We meet you where you are.
What deliverables do I own at the end?
Everything. Source files (vector logos, master palette, typography licences where applicable), the brand canon as a PDF and a maintained Notion or Google Docs page, all production-ready templates, and a thirty-minute team training session on how to use it. You own it forever, no licensing fees.
