For when the brand needs to step up rather than be rethought from the foundations. Fourteen weeks of deeper strategy and full visual identity work, sized for a launch, a hire or a shift the business has already committed to.
Brand Evolution
14 weeks
$55,000 + GST
Something has shifted. A new CMO is shaping their first hundred days. A fund is in committee. Or a capability has become forty per cent of the business and still looks like a side project.
These moments don’t come around often, and an underprepared brand undersells the shift for years afterwards. An Evolution is sized for exactly that moment, where the shift is real and the foundations underneath are still sound. You get the strategic depth and the full visual identity work in one engagement over fourteen weeks, so the brand is ready before the moment arrives rather than catching up to it.
The strategy work
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Before anything else we write down what we’re solving. What’s working, what isn’t, what’s protected, what’s out of scope, and what success looks like in fourteen weeks. You sign it off, and it’s what we measure the work against at the end.
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The outside view. The named players in your category, how they show up, what they claim, and the language they actually use across their websites, taglines, value propositions and sales decks. Built from published sources, their websites, campaigns, fund documents, decks and public commentary. It shows you which ground is already taken, which phrases the whole category is leaning on, and where there is space that could genuinely be yours.
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The foundations, written down in one place. What you stand for, where you’re headed, what you believe, how you’re positioned, and the personality that comes with it. Most of this already lives in your business, in slightly different versions and places depending on who you ask. We draw it out, agree it with you, and document it as the single source of truth everything else in the project gets built on.
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Your three priority audiences, agreed with you in the Brand Brief. Who they actually are, what they’re trying to resolve, and what that means for the way you talk to each of them.
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Your master message, three or four pillars with proof points underneath, and a diagram showing how it all stacks together. This is the hierarchy your team writes to, and it sits above the CVPs and the boilerplate.
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Voice principles, a voice map, and before-and-after examples, so everything you publish sounds like it came from the same place. Written to be used by people who aren’t writers. At this tier it comes with style rules and worked examples across email, LinkedIn, deck and web, so the voice holds up in the places your team actually writes.
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Three propositions for each of your three priority audiences, written in your tone of voice. Ready to lift straight into a pitch pack, a web page or an outreach email without a rewrite.
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How you describe yourselves, at fifty, a hundred and two hundred words. For RFPs, intro decks, partner submissions and the website. Written once, so your team can reuse it rather than rewrite it each time.
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Custom prompts your team can use to draft on-brand content for the things you publish most often. Built on your finished strategy, so what comes out sounds like you.
The visual identity work
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We present two creative directions as mood boards that support your strategy. Each one gives you a different look and feel, covering colour, typography, imagery, graphic devices and icons, and you pick the one you want us to develop into your visual identity. Your input comes in while the direction is still open, so what we build next is already heading somewhere you've agreed.
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We refine what you have rather than replace it. Proportions, spacing and colour, plus a lock-up system that works at every size and in every place you need it.
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Colour, typography, imagery, graphic devices, icons and the layout rules that hold them together. Built so the brand still looks like itself on a fact sheet, a conference banner and a LinkedIn post. At this tier that means primary, secondary and extended palettes including the colours you need for charts and tables, all checked for accessibility in print and on screen, a pack of twelve stock images, a graphic device that's distinctively yours, and sixteen icons built around your value propositions.
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Chosen with you and designed through to final artwork. Pitch deck slides, report styles, fact sheets, eDM templates, letterheads, business cards, LinkedIn assets and pull-up banners, the pieces your team uses most.
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An expanded set of guidelines covering the strategy as well as the full visual system, and the thing your in-house team runs the brand from. Written to be used day to day, not filed and forgotten.
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An expanded set of working files, templates and exportable assets. Adobe and Figma files for your designers. Word, PowerPoint and Canva templates for everyone else. Your team can produce their own marketing material from day one.
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Three sessions and four hours of your time, spread across the fourteen weeks and timed for the moments where your decision moves the work forward. We bring the work, you pressure-test it, and the call is made in the room.
Here’s how the fourteen weeks run
Strategy
The strategy workshop sits in week 3, and the strategy is signed off in week 5. By the end, you know who you are, who you're talking to and how you sound.
Weeks 1 to 5
Visual Identity
The visual work starts while the strategy is being signed off, so the two overlap by design. Two creative directions land in week 4 and the visual identity is developed from the one you choose. By the end, the brand has a look that holds together everywhere it appears.
Weeks 4 to 8
Rollout and Handover
Your collateral is designed and revised through to final artwork, then the guidelines and templates are built off it. By the end, your team has the files, templates and guidelines to run it themselves.
Weeks 9 to 14
Case studies
Two projects of a similar shape. What each brand was facing when they came to us, and what they walked away with.
Let’s talk
Ready when you are. Tell us what’s coming and when it needs to land. We’ll confirm a Brand Evolution is the right size for it, and come back with a start date.