Brand identity that holds up
outside the pitch deck
A logo that looks right on a boardroom screen and falls apart as a 16-pixel favicon is a common outcome, and an avoidable one. We build identity systems that survive contact with the real world: the app icon, the invoice footer, the trade-show banner, the slide someone in sales rebuilt themselves at midnight.
Most people arrive asking for a logo
Almost nobody needs only a logo.
A brand identity is the set of decisions that lets everyone in your company produce something that looks like it came from the same place. Typefaces and how they behave at different sizes. A palette that survives being printed badly. Rules for photography, layout conventions, and enough written guidance that a freelancer you hire next year doesn’t have to guess.
The logo is the visible tip of that. It gets the attention because it is the part people can point at, but it is rarely the part that decides whether your brand still looks coherent eighteen months from now.
What a full identity project covers
Brand Strategy
Positioning, audience, tone, and what you are actually competing against. This happens before anything visual, because design decisions made without it are just preferences.
Logo Systems
Primary mark, secondary lockups, an icon that survives being small, and the clear-space and minimum-size rules that stop it being misused six months later.
Visual Identity
Type, colour, grid, iconography and photographic direction, the patterns that make everything look related without every piece being identical.
Brand Guidelines
A document your team and your suppliers will actually follow. Short enough to read, specific enough to settle arguments.
Applied Collateral
Pitch decks, report and whitepaper templates, social templates, packaging and print. The places the identity has to survive daily use.
Handover
Editable source files, the full type and colour specification, and logo files in every format your printers and developers will ask for.
No guesswork, just a clear process
01
Scope First
A fixed-scope proposal settles deliverables and timeline before any work starts. Identity projects typically run six to ten weeks.
02
Strategy Before Pixels
We agree positioning and tone before showing visual directions. It makes feedback about fit rather than taste.
03
Structured Revisions
Revision rounds are built into the scope at defined stages, so feedback has a place to land instead of arriving continuously.
04
You Own It
Source files, design systems and templates are handed over on completion. Nothing stays locked behind our tools.
Companies at a turning point
Businesses rebranding after a pivot, a funding round or a merger. Companies whose visual identity was assembled piecemeal over several years and no longer hangs together.
Founders preparing to raise, who need the deck and the identity behind it to look like a company rather than a side project.
A logo by Friday
If you need a mark for a one-off event next week, a strategy-led identity process is the wrong tool and we will say so. That is a real need, and there are faster and cheaper ways to meet it.
Questions we get a lot
How long does a brand identity project take?
Six to ten weeks is typical for a full identity, depending on how much applied collateral is in scope and how many people are involved in approvals. A focused logo and core identity project runs shorter. The timeline is set in the proposal before work starts.
Do we own the final work?
Yes. Source files, design systems and working templates are handed over on completion. Nothing is retained behind our tools or a subscription.
Can you work with our existing brand rather than starting over?
Often that is the better option. A refresh that keeps the equity you have built and fixes what is not working is usually faster and less disruptive than a full rebrand. We will say so if that is what the situation calls for.
Do you work with clients outside India?
Yes. We work with clients across India, the USA and Europe, and keep overlapping working hours so questions do not wait a full day for an answer.
What does it cost?
Identity projects are quoted as a flat fee against a fixed scope. The number depends on what is in that scope, so we quote after a conversation rather than publishing a rate card that would not mean much.
The rest of what we do
Everything together on the services page, recent projects in our work, or tell us what you need.