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What’s included in a brand identity project?
See what can go into a brand identity project, what each deliverable is for and how to define the right scope for your company.
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How does a visual identity project work?
“What happens after I hire you?” That’s a very common question when someone gets in touch with me to develop a visual identity. The person understands they need to change the brand, receives a proposal, sees a series of stages and deliverables, but can’t always picture what happens between the first conversation and the final…
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From the Alto Vale do Itajaí to brand design: a bit of my journey
I have worked in design since 2012, but my story with this profession started a little earlier. And, looking back, it didn’t follow such an obvious path either. I went through web design, e-commerce, photography, advertising, marketing, marketing campaigns, events, digital products and launches and many other areas before arriving at the work that takes…
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How much does a visual identity cost? What makes the price vary so much
You looked up the cost of a visual identity and ended up more confused than before. You found logo services for $150. Then you found agency projects worth more than $1 million. Both show up in searches for visual identity, even though the work behind them can be completely different. One quote may cover a…
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Why a well-built brand charges more
You look at a competitor selling almost the same thing you do, for twice the price, and you can’t understand how they pull it off. You deliver just as well, sometimes better. But when it’s time to close, you hear “that’s expensive” and watch the client go to the cheaper option. So you hold your…
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Why most brand strategies never leave the paper
You paid a lot for a brand strategy. You got a beautiful presentation, full of fine words: purpose, essence, pillars, archetype, authenticity. You left the meeting feeling smart. Then a week went by. And nothing in your business changed. The presentation sits in a Drive folder nobody opens. The logo and visual identity system are…
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The difference between a logo and a brand: why a logo alone isn’t enough
“I just need a logo.” I hear that sentence all the time. And it makes sense to the person saying it. The logo is the visible part, it fits the first budget, it’s what you can show your partner and your clients. Asking for a logo seems like the practical thing to do. The problem…
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Your brand looks generic because it tries to please everyone
You put your brand side by side with five competitors and feel uneasy. Hide all the names and it’s hard to tell which one is yours. More or less the same colors, the same kind of logo, the same old promise. The brand looks dull. Generic. One more among so many. The explanation you’ll hear…
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Is investing in visual identity worth it? Not always
You got the quote for a visual identity and froze at the price. The doubt is honest. Will this bring me any return, or is it just one more bill at the end of the month? Companies pay a lot for a new logo and stay exactly where they were. The product is the same.…
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Is it worth changing your company logo? It depends on what you want to solve
You open your company’s Instagram, look at your logo in the corner and feel that tightness in your chest. It looks small. It looks amateur. It looks like it belongs to another phase. The urge to change it hits hard. Before you call anyone, ask yourself an honest question: what do you expect the new…