We call it brand systems, this includes guidelines on how to use the brand's various elements, such as the logo, typography, and colour palette. It also includes guidelines on messaging and tone of voice, as well as best practices for using the brand's elements in different contexts and formats, such as on social media, in print materials, or on the brand's website.

  • Verbal System

    • Keywords
    • Messaging
    • Tone of Voice

    Refers to the words and messages that are associated with the brand. Those verbal elements are a part of the brand identity, such as the brand name and slogan, the copy on a website, a brochure, an ad, a video with text, a blog post, or a social media post.

  • Visual System

    • Logo
    • Colour Palette
    • Graphic Elements

    A visual identity system is the consistent use of logos, colors and typography. Over time, this visual identity becomes associated with the brand, and thereby reinforces its messages and personality across internal and external touchpoints.

  • Key Visuals

    A design file created to allow other marketers to easily change out the copy, logos, background, and more without going off-brand. Used when creating campaigns, new products or a full launch strategy.

  • Event Guidelines

    Used when a company or organization creates a name, symbols, colours, messaging, and imagery that distinguishes a unique identity for an event. To make it memorable to its target audience.

  • Campaign Guidelines

    Brand guidelines are clearly defined rules and standards that communicate how your brand should be represented to the world. Guidelines help businesses ensure consistency and demonstrate what the company is, what it does, and what it stands for.

  • Printable Deliverables

    Business cards, letterhead, labels, note cards, pocket folders, envelopes, report and proposal covers, presentation slides and packaging.

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To create a cohesive brand:

A well-defined system helps to create a cohesive brand by ensuring that all of your branding and marketing efforts are aligned and support your overall strategy.

To build trust and loyalty:

Consistency is key to building trust and loyalty with your customers. These systems help to ensure that your business is consistently communicated and delivered on across all touchpoints.

To streamline decision-making:

Brand systems provide guidelines for all of your branding and marketing efforts, helping you to make consistent and strategic decisions that support your brand.

To save time and resources:

Having clear brand systems in place can save time and resources by eliminating the need to constantly reinvent the wheel or make ad-hoc branding and marketing decisions.


We will define the visual and verbal elements and create a brand system (brand identity) that outlines how to use each system across all platforms.