Identity
- Logo system
- Type system
- Color tokens
- Spacing & rhythm
Brand refresh forbrands movingupmarket. on intent.
When the work has evolved but the visual identity has not — a tight, opinionated refresh that aligns logo, type, color, and voice. The website becomes the proof, not the project.
- Best for
- Repositioning or drift cleanup
- Scope
- Identity + voice system
- Outputs
- Tokens, components, usage
- Timeline
- 3 – 6 weeks
Inconsistency reads as inexperience.
A logo used three different ways. A type system that wandered into three different serifs. Color treatments that depend on which designer touched the deck. Drift is what makes a real business look less real than it is.
- Logo drift.Mark, weight, and spacing shift between touchpoints.
- Type drift.Headings in one serif, body in another, decks in a third.
- Color drift.Brand colors shifted by printer, screen, and mood.
- Voice drift.Copy that sounds like five different companies.
A system the team can actually use.
A refresh is more than a new mark. It is the type scale, the color tokens, the spacing rhythm, the voice rules, and the component patterns a non-designer can use without breaking the brand.
- Logo system.Mark, lockup, clear space, and minimal-size rules.
- Type system.Display, body, accent — paired with rules for use.
- Color tokens.Semantic roles mapped to accent, attention, calm, ink.
- Voice guide.Tone, do/don’t, and three worked examples.
- Component kit.Cards, buttons, contact blocks — consistent across the site.
03 / Deliverables
What you actually receive.
An identity your team can run with — not a one-off mark that requires a designer for every deck.
Voice & content
- Voice guide
- Component kit
- Brand book
- Rollout support
Not by default
- New name / new positioning
- Photography or art direction
- Marketing campaigns
- Trademark searches
04 / Process
Refine, apply, align.
A four-stage process that respects what already works and tightens what does not.
- 01 / Audit
Understand the case.
We audit the existing identity — logo, type, color, voice, usage. We map where the brand has drifted and where it has earned trust.
OutputIdentity audit + drift map. - 02 / Define
Define the system.
We lock the system: logo variants, type pairing, color tokens, spacing scale, voice rules. Every choice has a reason.
OutputIdentity system locked in Figma. - 03 / Design
Design the site around it.
We design the website as the proof of the new system. The site is where every token, component, and rhythm gets exercised.
OutputDesigned pages on staging. - 04 / Ship
Ship and document.
Brand book, component patterns, and usage rules delivered together. The team can keep the system consistent without a designer in the room.
OutputBrand book + applied site.
05 / What good looks like
A brand that feels intentional, in any room.in any medium.
The clearest signal of a refresh that worked: decks, social, email, and the website feel like the same brand — and the team does not need a designer to keep it that way.
3–6 wksTypical refresh window
5+Touchpoints aligned
1System, applied everywhere
0Designer needed per deck
FAQ
Straight answers before you enquire.
Is a brand refresh a rebrand?
No. A refresh tightens and aligns what is already there. A rebrand starts from a new name, new positioning, and new identity — a much heavier engagement.
Do you design a new logo?
Sometimes, but only if the existing mark is broken or unfocused. Many refreshes refine usage, spacing, and pairings without changing the mark itself.
How does this relate to a website redesign?
A brand refresh typically lands before a website redesign. The new identity, type, and color system set the inputs for the new site — the website becomes the proof of the refresh.
What does the brand refresh change?
Identity systems that affect every touchpoint — logo, type, color, photography direction, voice, and component patterns. We do not refresh a brand without touching all of them.
What should be prepped?
Existing brand assets, current site access, examples of work you admire, and an honest list of what is not working. We do not need a polished brief.
Can the new identity roll out across decks, social, and email?
Yes. Once the system is locked, we provide usage rules and component patterns so decks, social, email, and the new site all stay consistent.
06 / Start a refresh
Position before pixels. Always.
A brand refresh starts with positioning — what the business does, for whom, and why now. We tighten the system around that, then apply it across site, decks, and social.