Phase One:
Goal Post Alignment (GPA)
The GPA aims to gather existing knowledge about what’s at the heart of the Brand, and then refine that into an authentic, concise positioning.
As the name suggests, this may move slightly as we align your brand, but it serves as our valuable starting point.
What’s included in this Phase?
- Six-hour Founder/owner Brand Strategy and Positioning workshop
- Brand and business alignment
- Clarity around your Brand’s Purpose, Vision, Values, Positioning and consumer-facing Promise
- Audience clarity
- Brand personality and attributes
- Tone of voice direction
- Brand and business alignment
- Brand short-term and long-term goals
Phase Two:
Discovery
We step into your brand from the outside in, seeing it as your customers do. Auditing your current assets and activity, we identify what’s working, what’s not, and why.
This phase also reveals untapped opportunities and refines your Goal Post Alignment for stronger, real-world performance.
What’s included in this Phase?
- Audience, competitor and category overview and opportunity mapping
- Refinement of Goal Post Alignment
Phase Three:
Building the Brand World
Now we begin to create the brand world, refining the brand hierarchy,
a look, a tone, and a behaviour indelibly branded and instantly recognisable.
We build familiar cues and communication devices that will become synonymous with your Brand and all its offerings. Design strategies are then agreed upon among all stakeholders before moving to the design phase.
What’s included in this Phase?
- Refining the brand hierarchy, a look, a tone, and a behaviour are indelibly branded and instantly recognisable.
- Building the newly Aligned Brand World
- Design Strategy
- Moodboard Development
- Presentations of WIP
- Incorporation of feedback
- Finalising down into a Single Brand Identity
Phase Four:
Brand Design
We now create your Brand’s Toolkit inline with the brand strategy. This allows us to create practical solutions to real, previously defined opportunities. Prototyping throughout the design process, allowing all stakeholders to scrutinise concepts as close to ‘near life’ as possible.
Design development is shared with all stakeholders at various points throughout the process, allowing them to see how a concept will work in the real World. Problems can be identified and solved early with this staged design development process.
What’s included in this Phase?
Brand Identity Design
- Development of chosen Brand direction
Extended Brand Tool Kit
- Masterbrand Logo
- Masterbrand Icon
- Promise or tagline Signature
(Files Single, Full, Mono Colour varietals, supplied in .svg, .jpg and transparent .png (in S, M, L, XL) - Graphic Support Devices
- Masterbrand colour palettes matched across screen and print
- Secondary support palettes
- Typographic files (with licensing as required)
- Supporting iconography
- Supporting imagery
- All Brand Tool Kit assets integrated into Canva for real-world application
Expanded Brand Book
- Five page Cloud-based Brand Book (guidelines) V1.0
Delivered in Canva, practical, polished, and built for real-world use
Phase Five:
Brand Activation
With the brand established, we move into activation. Applying your new identity across key touchpoints, we ensure it shows up consistently, clearly, and with purpose. This is where strategy and design translate into real-world presence and impact.
What’s included in this Phase?
- Two key business essentials
(business card, email signature, presentation template, or social template, presentation deck templates, Sales collateral direction, or Signage concepts, where relevant) - Final handover session
- Six weeks of ongoing implementation consultancy