We delve into the business' very core and reason for existing. We explore and define the target customer/user/audience, their pain points and needs. We look at the client's reason for existing and unique selling points within the market. We explore the brands tone of voice, personality and opportunities to reach their desired customers, fill their needs in a unique way and stand out from the competition.

Based on what we've learned in the discovery phase and further research, we define the brand's purpose, identity, USP, positioning within personality and tone of voice. The structure may vary depending on the type of business at hand.

A strategy is only as good as its execution and a big part of that is a brand's visual identity. This is where the magic happens, as the strategy is interepreted into a complete design system that represents the brand's identity and personality, including the logo, colours, typefaces, graphic elements, photography abd other visual elements and assets.

A strategy and design systems are only as good as the consistency with which they are applied over a length of time. I help clients manage their brands, ensuring that it remains consistent in its visual language, tonality and positioning.