Brand Identity
Getting Started

This is the starting scope of work for a Brand Audit. Unless otherwise noted, the deliverables in each step include one round of work.

Participants

Your project team should include everyone who makes decisions about brand direction. Once we begin, the group stays the same from kickoff through delivery. If you’d like to add anyone, let me know before we start so we can update this scope of work. Projects include two participants as a starting point.

Includes:

• Two participants

Discovery

To get started, we’ll build a shared understanding of your business and the marketplace.

Includes:

• Review of any files and documents you share

• Brand Survey for all project participants

• Brand Deck personality traits exercise

• Landscape research

• Strategic mini workshop

You Get:

• Discovery mini workshop

Brand Opportunity

We’ll define your core principles, get clear on your audience, and look at competitors to highlight how your brand can stand apart.

Includes:

• Audit: Brand positioning and identity insights

• Attributes: Core aspects that make up your business and offerings

• Audience: Demographics and outlooks that ground brand communication

• Landscape: Relevant organizations in your category and beyond

• Area of Opportunity: Your new distinctive positioning strategy

You Get:

• Brand Opportunity document (PDF)

• One review meeting

Brand Foundation

Your brand foundation is a strategic document that captures the core language, positioning, and messaging your brand needs to show up clearly and consistently. This is the reference point for how your brand talks, what it stands for, and why it matters to your audience.

Includes:

• Brand Position: A concise articulation of where your brand sits in the market and how it stands apart from competitors.

• Brand Story: A clear, emotionally resonant narrative that connects your brand’s mission to the people it serves.

• Brand Platform: Key attributes and values that guide your voice, messaging, and experience across every touchpoint.

You Get:

• Brand Foundation document (PDF)

• One review meeting

Preview

A brand preview is a set of mood boards that bring your brand framework to life. Each preview combines images and words to explore different creative directions for how your brand could look and feel.

Includes:

• Three brand identity previews that show different creative paths

• Logo mark directions to guide the design of your brand symbol

• Layout and typography ideas to set the tone for your system

• Samples of visual elements like photography, illustration, and/or graphics that express your story

• A suggested color palette to anchor your look and feel

You Get:

• Preview document (PDF)

• One review meeting

Logo Design

Your brand’s logo is a unique visual design element that serves as a quick and memorable identifier for your business. Your logo is the face of your brand, allowing for quick recognition. It’s one of the building blocks of a complete brand identity system.

Includes:

• Logo

  • Brand mark concept with three logo iterations

  • Typographic word mark design

  • Monogram or custom graphic mark design

  • Logo lockup design (word mark with monogram or graphic)

  • Logo color palette

• Brand Applications: Creative samples that demonstrate how your logo works in practice

  • Instagram profile preview

  • Branded accessory mockup

  • Business card design

You Get:

• Included with Identity System

• Logo artwork in AI, EPS, PNG, PDF, SVG formats

• All digital project assets

Identity System

Your brand identity brings together the visual and written elements that represent who you are. The identity system works alongside logo design to translate strategy into a cohesive set of design, messaging, and applications that show how your brand lives in the world.

Includes:

• Identity System: A complete presentation that brings all your brand elements together including logos, colors, imagery, and messaging

• Brand Applications: Creative samples that demonstrate how visuals and messaging work in practice

  • Website home page hero

  • Social post template

  • Ad concept

  • Slide presentation concept

You Get:

• Identity System document (PDF)

• One review meeting

• All digital project assets

Do you need more than what’s included here? Let me know and we can tailor a scope of work to your needs.

Fees and Schedule

After you approve the scope of work and pay a deposit, we can schedule the start of your project. Once sent, proposals are valid for one week after receipt. You are responsible for purchasing licenses for any images, fonts, graphics, or other assets associated with your final set of deliverables. Bundled prices are shown for all service fees.

Starts at $12,000
Only with bundled services as shown

As fast as 6 weeks