Only by truly understanding a brand can you effectively craft its Visual Identity and image. So, the process of developing an authentic visual identity is founded on the discoveries made in the Strategy phase. The central elements of the Brand Brief—personality, positioning and differentiation—are leveraged to define your brand’s aesthetic core.

Your visual identity system is a unique and unified visual language that boldly represents your brand across all touchpoints. It encompasses distinguishing colors, typography, and symbols that evoke your brand’s unique ethos and authentic expression.

More than just a logo, your identity should foster immediate recognition and elicit emotions of identification and preference within your customers. Ultimately, it’s a visual metaphor designed to convey your brand’s authentic essence in a way that resonates with your audience on a deep and personal level.