Creating a new brand is more than designing a logo or picking colors. It’s about building a clear identity that connects meaningfully with people. We approach branding as both a visual and verbal process, where design and storytelling work hand in hand to define a company and how it communicates.

Whether launching a start-up or reimagining an existing business, here are some things to consider as you bring your brand to life.

1. Clarify the vision and goals

Every strong brand starts with clarity. Before diving into visuals or messaging, we uncover the “why” behind their brand.

We ask key questions:

• What problem are you trying to solve?

• Who are your audiences, and what do they care about?

• How do you want people to feel when they encounter your business?

The goal is to build a shared understanding of what the brand stands for and where it’s headed. Clarity here saves time and ensures every creative decision supports the same vision.

2. Develop the visual identity

Next, we begin shaping how the brand looks and feels. This is often the most exciting stage for clients because ideas become tangible.

Our design process typically includes:

• Logo development: Crafting a mark that’s distinctive, versatile, and aligned with the brand’s tone.

• Color palette and typography: Selecting elements that reinforce the tone and message of the brand.

• Supporting design system: Building a toolkit of icons and images along with rules to implement visuals across materials.

Throughout this process, collaboration is key. We share concepts, gather feedback, and refine until the visual identity feels like an authentic expression of the brand.

3. Craft the story

While visuals grab attention, words create understanding. A brand’s verbal identity defines how it speaks across websites, marketing materials, and social media.

Our core messaging elements typically include:

• Brand story: A concise narrative that captures who the brand is, what it does, and why it matters.

• Tagline: A memorable phrase that encapsulates the spirit of the brand.

• Messaging framework: Key messages tailored to different audiences or use cases.

A strong verbal identity ensures that every piece of content reflects the brand.

4. Build the brand experience

Once visuals and messaging are complete, we focus on how they come together in practice.

This may include:

• Website design and development: Translating the identity into a digital experience that’s both visually cohesive and tells the brand story.

• Marketing collateral: Creating materials such as fliers, business cards, or presentations that introduce the brand.

• Social media templates: Equipping teams with tools to communicate consistently across platforms.

Our goal at this stage is to make the brand functional with the ability to expand as the business grows.

5. Evolve

Finally, no brand is static. As the market, audience, and business evolve, so should the brand. We encourage clients to treat branding as an ongoing process that can adapt to new opportunities while staying true to its roots.

Bottom line

Creating a new brand is part art, part strategy, and entirely collaborative. It requires the creative vision of designers, the insight of storytellers, and the commitment of clients who know their company best.

At each step we align visuals and voice to express what makes a business unique. When done well, a brand becomes more than a name or logo, but an experience people trust.