Identity is not a logo file. Cards, proposals, social covers, web headers and a showreel should speak as one family. When they do not, visitors feel disorder and leave the form.
Position first, decoration second
Who you serve and who you are expensive for must be written before colors are picked. A B2B plant and a boutique hotel can share a black-and-gold palette; type, photography and grid keep them apart.
A system, not a one-off
A useful kit includes clear space, do-nots, two typefaces, a short palette, button and form states, and an email signature. The web team should open it and build pages. We run identity and the site in the same sprint so the guide is not lost between vendors.
Every surface should sell the same line
QR on the card, a clear offer on the brochure, the same line on the site. If the message drifts, ads get more expensive and memory drops. For global clients we also test how the English name and tagline sound out loud.
If you are refreshing or starting from zero, read how we work and we will draw the scope with you.
