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The package

Complete Brand Strategy and Identity System

A defined brand strategy, a recognizable identity and the documented guidelines to apply both, across your website, your landing pages, your content, your photography, your video, your social profiles and the messages customers receive.

A good fit when

A business starting a brand, or one that has pieces of a brand and no single document connecting the words, the look, the photography and the video. You already have a logo, a palette somebody chose once and three sets of captions that do not sound like each other.

Choose a different option when

Somebody who needs a logo, one filming session, a website or a few posts. Each of those is sold on its own and costs a fraction of this.

26things included
3services inside
6steps, in order

What the package gives you

One: the strategy, what the business stands for

  • Purpose, mission, vision and values, agreed and written
  • Audience identity: who you serve, what they need, what they worry about
  • Positioning: how the business is meant to be understood against the alternatives
  • Differentiation: what is actually different, in words a buyer would repeat
  • The brand promise, and the personality that carries it
  • Messaging pillars: the handful of ideas you come back to
  • Verbal identity: voice, tone and the vocabulary you use and avoid

Two: the identity, how it looks and sounds

  • The logo system, with the versions and the rules for each
  • Color, with the readable pairs measured rather than guessed
  • Fonts, sizes, weights and the hierarchy that keeps pages consistent
  • Layout, spacing, icons and graphic treatment
  • Photography guidelines: subjects, lighting, environments, composition
  • Cinematography guidelines: shot sizes, angles, framing, movement
  • Editing and motion: pacing, cuts, captions, lower thirds, animation
  • Audio: music direction, sound effects, vocal delivery
  • Digital platform guidelines, for website, landing pages and social

Three: the production system, so it survives you

  • The brand assets, organized and named for whoever you hire next
  • Reusable specifications a developer or a designer can copy
  • Templates for the things you make most often
  • The usage rules, with worked examples rather than swatches
  • A quality checklist, so a new piece can be checked before it goes out
  • Governance: who approves what, and where the files live
  • A written handover

Brand experience, written as standards

  • The tone of your customer messages, from the first reply to onboarding
  • What a customer is told to expect, and when
  • The documents a customer actually receives, on brand

Related work quoted separately

  • Building the website, the landing pages or the store the identity is applied to
  • Photography sessions and filming
  • Video editing and finished content
  • Writing the full set of website pages, which is copywriting
  • Implementing the customer experience standards in your systems
  • Ongoing content production or brand management
  • Any guarantee about how customers will feel

What happens, in order

  1. Strategy first: purpose, audience, positioning and promise, approved before anything is designed
  2. Verbal identity, so the words are settled before the look
  3. Visual identity, with contrast measured in light and dark
  4. Photo, video and audio direction, written with reference examples
  5. The production system assembled and the files organized
  6. Written handover, with everything named for the next person you hire

What keeps the work moving

  • A recorded conversation about the business and where you want it to go
  • Any brand materials you already hold, including the ones you dislike
  • Access to your current website, profiles and recent content
  • Examples of work you admire, and what you admire about it
  • One person who approves the draft

Services inside this package

Each service also has its own page and can be quoted separately.

Ask about this package or call (561) 203-9685
Need a different combination?

Build a custom package instead

Keep the parts that fit, remove the parts you already have and add the connected work this business needs.

Build a custom package See all packages or call (561) 203-9685

Get a quote

Tell me the result you want and where I can see the business now. I use that information to identify the most useful service or package and decide whether I can quote it in writing. If one missing detail changes the work or price, I will ask for that detail or suggest a short call.

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What happens next: I review the links and details, then reply within two business days with the best next step, any one question I still need answered, or a written quote when the scope is already clear.

Prefer regular email? [email protected]

Derek Packer

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