A logo isn't an identity. It's a sticker.
Identity is the system that makes your logo, type, color, motion, photography, and voice all reinforce a single bet. Most agencies ship a logomark and a Figma file and call it identity. We ship a system the team can build inside of without checking back every week.
What we run.
- 01Logomark + wordmark + supporting marks
- 02Type system — display, body, mono, fallback hierarchy
- 03Color system — primary, surface, semantic, accessibility-tested
Full surface area below ↓
What's broken in most identity systems.
Brand work fails for predictable reasons. Here's what we see most — and how we engineer around it.
Logo-only delivery
Three logo lockups, a color palette, a font choice, and that's the deliverable. The first time the team builds an OG image or a packaging mock, the system breaks.
Color and type chosen in isolation
Color picked by mood. Type picked by trend. Neither tested against actual application — landing page hero, product packaging, ad creative, paid social ratios.
No motion principles
Brands ship in motion (scroll, hover, video, transitions) and most identity systems don't address motion at all. The site feels disconnected from the deck the day it ships.
Guidelines treated as decoration, not contract
Guidelines doc is a 60-page PDF nobody reads. The fix is a working component library + decision tree the team uses when building, not a glossy PDF the team admires.
What we run.
Senior-only delivery. The strategist, identity lead, and writer on your project have all shipped at scale.
Six weeks. Built to be built inside of..
Project-priced. Scope-locked. Senior operators from kickoff to handoff.
Audit + territory
Visual audit of category. Three distinct territories proposed — not three flavors of the same direction. We force the trade-off in week 1.
Core system
Logo, type, color, motion principles. Each chosen against tested application — paid social, landing hero, packaging, deck. No decorative selections.
Application stress-test
We build six surfaces in the system (homepage, ad, packaging, deck, OG image, app screen) before we sign off. If the system breaks at week 4, we know.
Working library
Component library in Figma. Decision tree for the team. Tokenised CSS variables for engineering. Guidelines doc behind all of it.
Concrete deliverables. Nothing vague.
Working artifacts your team uses weekly — not glossy decks parked on a shared drive.
- 01Logomark, wordmark, alternates, mono variants
- 02Type system + licensing handled
- 03Color tokens — design + engineering parity (Figma + CSS variables)
- 04Motion principles doc + Lottie/CSS reference clips
- 05Photography / illustration direction with reference shoots
- 06Iconography library (16 / 24 / 32 / 48px)
- 07Component library in Figma — buttons, cards, forms, nav, hero patterns
- 08Six worked applications (web, ad, packaging, deck, OG, app)
- 09Brand guidelines (working doc, not glossy PDF)
What founders ask before signing.
Do you handle production or just design?
We design and ship working tokens (Figma + CSS variables, motion specs). Production for packaging, video, photography, and merchandise sits with our partners or yours — we project-manage either way.
What if we already have a logo we love?
Then the engagement is a system around it, not a redraw. We'll tell you honestly if the logo is the constraint blocking the system; we don't redraw to bill.
Can you collaborate with our existing design team?
Yes — most engagements pair us with an in-house team. We bring the system; the in-house team carries it forward and applies it ongoing.
How do you price typeface licensing?
Listed separately at-cost. We never mark up typeface licenses. If a custom typeface is in scope, we scope it as its own line.
Two ways in.
Both low-risk.
Start a brand project
Tell us about the project, the deadline, the budget band, and the stage. We'll come back in 24h with a scope, a proposed team, and a kickoff slot. No pitch deck. No procurement gauntlet.
- 5-step inquiry — under 4 minutes
- Scope + team proposal in 24h
- Senior operators from kickoff
- Project-priced, scope-locked
30-min discovery.
No slides.
Walk us through where the brand is and what you're trying to ship. We'll surface the real constraint and the honest scope on the call. No follow-up sequences, no pitch deck.
- 30 minutes max
- Honest scope estimate live
- Specific recommendation, even if not us
- Zero follow-up sequences