Branding & Design
Your brand is born before you even get a chance to define it.
(Is yours working for or against your business?)
Wrong Colors and poor spacing could be killing your conversions.
The moment someone sees your logo, your colors, your website, they've already formed an opinion, before you've said a word. If you're not the one shaping that first impression on purpose, someone else's assumptions are doing it for you.
There are subliminal messages all around us. Red makes people cautious. Green feels safe. Blue diffuses tension. Orange makes people hungry. So what is your current color palette quietly telling people, without you ever knowing it?
But those subliminal messages don't stop at colors. They're everywhere: fonts that say "you can trust me," and spacing that says "we're worth the investment." There's real psychology behind every visual choice, and it matters that the rules you've built your visual brand around are actually aligned with your business goals.
Trends are temporary. Brands are eternal.
A brand that needs a full overhaul every time a design trend changes isn't a brand, it's a recurring expense disguised as an identity. When you work with me, we're building something rooted in psychology and your actual story, not something that needs tearing down the moment Pinterest moves on to the next aesthetic. Which is why when we're strategizing what to include, we're not just thinking about colors and fonts. We’re thinking about every visual, every word, and every feeling they bring to the person on the other side.
Working together means you'll walk away with...
Your Brand's Deeper Why
The foundational beliefs that guide every decision, so your content, products, and services always have somewhere true to come from.
Your Ideal Client, Defined
The psychology to how they think: what they desire, how they see themselves, how they think the world sees them, and why that matters to how your brand speaks to them.
Brand Voice Guidelines
How your brand actually talks, with real examples, plus platform-specific bios for wherever you show up most, so you're never guessing how to translate your voice to a character limit.
Complete Visual System
Colors, fonts, logo variations, photography style, and the exact spacing rules that keep your brand looking intentional everywhere it shows up. And that includes every file type you'll ever need, so you already have the right file.
Designed for you, means Priced for you.
Every brand is built from your actual story and psychology, not a template with your logo swapped in. That includes ideal client psychology, brand voice guidelines, and a complete visual system, colors, fonts, logo variations, photography direction, and every file type you'll need.Standard brand packages start at $8,500.
Commonly Added Extras
Once your core identity is built, it's easy to extend it into everything else your brand touches:
- Business cards
- Car decals
- Notepads
- Branded Clothing
- Branded swag
- Custom icons
- Print ads
- Flyers
- Graphics templates
- Letterhead
- Stationery
Here’s how we build your brand identity with intention
This follows the same Amoeba Method™ as everything else I build, the same six steps, adapted to the unique process of brand design.
But just so you know, branding isn't a rush job. Think of this like really good smoked BBQ, nuanced flavor takes time. In practice, that means every time you review something, I don't just want your initial instinct. I'll give you ten days for each round of feedback, because your first instinct and your considered opinion are both telling, and from what I've seen over the years, people are resistant to change. Their initial instinct is fear of something different. Their considered opinion is something vastly different.
For branding specifically, those six steps run through three real phases, Discovery & Story, Concept Direction, and The Brand Build. Here's what each one actually looks like.
Discovery & Story | 2-3 weeks
There's a difference between who you work with now, who you think you want to work with, and your actual ideal client. This is where we discover who's who. We start with individual interviews, you first, and when possible, separate conversations with your team and your best-aligned clients. Kept apart on purpose, so nobody's answers get shaped by someone else's in the room. Then I go looking at the data, your analytics, what people actually respond to, how they behave when no one's watching them decide. We also talk about your worst clients, not just your best ones, because frustration teaches you more than comfort does. That's where the real boundaries of your ideal client get drawn, and where the subliminal messaging starts to take shape.
Concept Direction | 3-4 weeks
Visuals are a mix of who you are, what your brand stands for, and who you serve. We need to find how those things mix into a kick-ass brand that works for you. There are no preconceived ideas of what your brand should end up being, at least not from me. You're always the one in control of that, which is exactly why this moves slowly, so we actually find what you like and what you don't, instead of me deciding for you and hoping it sticks. This isn't a fork in the road where you pick one path and stick with it. The process is built to gather breadth, enough real reaction across enough options that everything can be combined into one comprehensive, timeless brand. Color palettes and logo sketches get built and delivered at the same stage, arriving as two separate rounds of homework, not one. For each piece, you'll walk through the same handful of questions: your first impression, what it stirs, what stands out once you've sat with it, what you love, what you don't, what you'd change. Answer honestly, a paragraph or a single gut-reaction sentence both work. Falling for one instantly is fine. Connecting with nothing is just as fine, that tells me something too. And if more than one person's weighing in, everyone answers on their own first, before anyone compares notes.
The Brand Build | 3+ weeks
Like the first look at a wedding, you get to meet your new brand. This is where you see your new brand for the first time, and it comes with a lot of feelings. Is this the right choice? Will this actually change things? Nothing about this moment should feel rushed. If you're ever wondering why something's included, ask, there's a reason behind every piece. Balance, grounding, something specific to your ideal client, every element is intentional, driven by strategy, not decoration. The color direction, the logo concept, all of it merged into a cohesive brand built for your actual ideal audience. This is also where all additional collateral items get built, whatever's part of your package. And if we learned during Discovery that you're more rules-person than wing-it-person, that gets built in too, guardrails as detailed or as loose as actually fits how you work..
Total time:
8-11 weeks from contract signing, depending on scope and package inclusions.
And then it's yours. Your new brand, ready to implement however and whenever makes sense for you. If you want more support putting it into action, that's a conversation we can have, on your timeline, not a requirement tacked onto the end.
FAQs
How does this work with multiple stakeholders or a board?
CEOs and board members are involved from the start, that conversation happens in Discovery, not at the end. But the day-to-day refining happens with the people who actually work inside the brand daily, your marketing and sales teams. By the time we present to the board, the work has already been shaped by the people closest to it, and that final presentation is typically in person, gathering the board’s nuanced, high-level feedback on something that’s already been refined, not starting from a blank page.
Can this scale for a larger, more complex business?
Yes. The brand guide scales to your business’s actual needs, it’s not built around one single, small use case. Whether that means multiple product lines, departments, or a more complex set of stakeholders, the process is data-driven and built to handle that scope, not restricted by it.
What if we already have an internal marketing team?
That’s not a conflict, it’s an asset. If your marketing team is the one reaching out for a rebrand, something’s already telling them the current brand isn’t working, and their insight into what’s actually broken is crucial to getting it right. I want to work alongside your team, not around them.
Do you sign NDAs?
By default, I don’t share client methodologies or work outside our engagement. If your company requires a formal NDA, that’s not a problem, just let me know during your consultation. What I won’t sign is an NDA meant to protect abusive practices or toxic policies, that’s not confidentiality, that’s cover.
How does payment work?
33% due at booking, 33% due at kickoff, and the remainder invoiced Net 30 at project close. Klarna financing is also available.
What if I just need refining, not a full rebrand?
Also a different scope, worth its own conversation rather than assuming it needs the full process. We figure out what’s actually needed before deciding what to build.
What if I already have a brand I love, but don’t know how to use it?
That’s a different scope of work, not a rebrand. Sometimes that looks like a few 1:1 sessions to build out real guardrails for what you already have. Sometimes it’s joining one of my workshops to build your own design skills so you’re not dependent on someone else every time you need a new graphic.
Can branding be rushed?
No, and I won’t do it even if asked. Rushed branding almost always means missing the bigger picture, which defeats the entire point of building something that’s supposed to last.
Do I need branding before I can start a website?
No. Branding isn’t required beforehand, but it does make the process smoother if you already have it. If you don’t, branding can be added on, even in a basic form.
Do I own my brand once it’s built?
Yes, always. The logo, the colors, the guidelines, all of it is yours. What stays mine is the methodology I use to build it, not the output.
How many rounds of revisions are included?
Two guided rounds are standard: one on Concept Direction, one on The Brand Build. Given branding isn’t a rush job, each comes with a full 10 days to sit with it, not just react in the moment.
What if I don’t connect with any of the concepts?
Every “I don’t like it” comes with a “because,” and that because matters more than the reaction itself. Sometimes it points to a small deviation, wrong shade, wrong energy. But sometimes, if nothing’s landing round after round, it’s telling us something bigger: we might be building for the wrong person, or chasing who you thought you should serve instead of who you actually want to. When that happens, this process is built to catch it, and we have that conversation before building anything further.