Brand Identity
Identity systems for businesses that need to be remembered.
Logo, type, color, voice, application — designed as one coherent system. Real research up front, considered work throughout, and documentation that lets your team apply the brand without us in the room.
An identity is a system, not a logo. A mark on its own decides very little. The decisions that matter — what the brand sounds like, how it lays out a page, how it behaves in a customer service email, what colors are used and which are forbidden — live in the system around the mark.
We design that system. The mark is part of it. So is the type system, the palette, the voice, the photography direction, and the rules that decide which combination shows up where. The work is done so a team without us in the room can apply it correctly on a Tuesday afternoon.
We are not a logo shop. The output of a logo shop is a file. The output of a brand identity engagement here is a working system your business operates inside of for the next several years.
Four phases. Each one delivers something you can read.
Discovery
We start with the business, not the brief. Where the company is, where it is going, what the market is doing, what the competitors are doing wrong. Outputs are written, not slides.
- Stakeholder interviews and audit of existing assets
- Positioning brief signed off before any design work begins
Strategy
A short, opinionated document that decides what the brand is and what it is not. Voice, posture, audience, the words you want said about you. This is the document the design hangs from.
- Brand strategy + positioning narrative
- Voice principles and naming guidance
Design
Mark, type system, color, and the rules that hold them together. We present a single confident direction with the reasoning, not a buffet of options. Iteration sharpens it.
- Logo and identity system
- Type system, color palette, and core motifs
- Application studies across primary surfaces
Delivery
Production-ready assets, written guidelines, and a working file structure your team can navigate without us. We hand off so the work survives without depending on a phone call.
- Brand guidelines (PDF + working source)
- Logo and asset packs in every required format
- A 30-day window for application questions
What an engagement covers.
- Logo and primary mark
- Identity system (sub-brands, lockups, monograms)
- Type system and pairing
- Color system with accessibility-checked combinations
- Voice and messaging principles
- Brand guidelines and usage rules
- Application across primary touchpoints (web, print, packaging, social)
- Photography and art direction notes
Identity work, in context.
Brand identity · 2011
LMFAO — Party Rock Clothing
Designed merchandise and apparel for LMFAO's Party Rock brand. The work moved beyond retail — pieces became part of the visual fabric of their music videos, including the iconic "Everyday I'm Shufflin'" scene and the "Shots" music video shoot. CT featured on-camera in one of the videos alongside Dirt Nasty and Jamie Foxx.
Brand identity · 2023
FOX Sports — Riggle's Picks
Graphics package for FOX Sports halftime segment with Rob Riggle. Broadcast-ready designs produced over three seasons for on-air and digital use.
Brand identity · 2023
INKD Hero
Tattoo-inspired streetwear line. Hand-drawn aesthetic with clean vector execution, full production from concept through model shoots and retail.
Brand identity · 2023
Illhearted
Dark, edgy streetwear label. Hand-drawn elements fused with clean vector work. Full line from concept to production and photoshoots.
Ready to start a brand engagement?
Send a brief, a deadline, or a sketch on a napkin. We will come back with how we would approach it.
Start a brand engagement