Visual Identity Creation / Strategy-led identity system
A visual identity built around the business,
not dropped on top of it.
For existing or emerging brands that need clearer, more coherent and more usable visuals across real touchpoints.
01 / THE POINT
The logo matters. The system around it matters more.
A visual identity is not a nicer mark sitting on the same unclear foundations. It is a set of decisions that makes the brand easier to recognize, easier to use and easier to keep coherent.
The work starts with strategy and ends with practical files, guidelines and rules your team can actually use after the project is finished.
02 / WHEN IT FITS
Useful when the business has substance, but the visuals no longer carry it properly.
A good fit
You already have a name, offer, audience and some visible brand material, even if it is basic or temporary.
Especially useful
You have outgrown the current identity, need more credibility, or want clearer rules before scaling your website, deck or social presence.
Probably not yet
If the offer, audience or business direction are still completely undefined, a visual identity project will not have enough ground to stand on.
STRATEGY / DIRECTION / SYSTEM / USE
A visual system designed to be understood, used and sustained.
03 / WHAT IS INCLUDED
A complete identity foundation, not a logo file with good manners.
- Strategic Brand Review and Creative Direction.
- Visual Direction Board and two initial logo directions.
- Logo system, colour system and typography system.
- UI basics, favicon and social profile logo crops.
- Human-readable brand guidelines PDF.
- AI Brand Instructions .md file.
- One business card design for one person, with print-ready files.
04 / WHAT YOU RECEIVE
A delivery package made for humans, files and future AI use.
Brand guidelines PDF
A 15 to 25 page guide with the visual concept, logo rules, colours, typography, layout logic and practical usage notes.
AI-ready instructions
A Markdown file your team can use with AI tools, so future visuals have clearer rules and fewer excuses to become random.
Logo and core files
Final logo exports organised by version and use, including scalable, transparent and print-ready formats where useful.
Business card
One business card design for one person, with print-ready files. Swiss-based clients also receive 250 printed cards using standard paper and finishes.
* Premium paper or special finishes can be arranged at additional cost.
05 / PROCESS
Structured enough to move forward. Flexible enough to make real decisions.
Request.
You complete the Visual Identity Creation request form.
Fit check.
I review fit, scope and availability before accepting the project.
Contract and deposit.
The project starts after the contract is signed and the 30% deposit is paid.
Strategic and creative direction.
I review the current brand and prepare the first PDF with direction board and two logo routes.
Feedback call 1.
We choose the direction to develop. The call exists to make decisions, not reopen everything from zero.
Identity development.
I develop the selected direction into a near-final identity system.
Feedback call 2.
We review the near-final system and collect final refinements.
Final delivery.
The remaining invoice is sent. Final files are released after payment.
06 / INCLUDED
Core project
- Two initial logo directions, then development of the selected route.
- Primary logo, secondary version, wordmark or symbol where relevant.
- Colour, typography, basic layout and UI usage rules.
- Two structured feedback calls and final refinements.
- Final exports, guidelines PDF and AI Brand Instructions.
07 / NOT INCLUDED
Outside the core project
- More than two initial logo directions or unlimited concepts.
- Templates, banners, presentations, flyers, brochures, stationery, packaging, textile and event materials can be scoped as Custom Projects.
- Additional revision rounds, new directions or changes requested after a stage has been approved are quoted separately.
- Third-party licences and external costs, such as premium fonts, stock imagery or paid assets, are not included in the project fee. Printing and production beyond the 250 standard business cards included for Swiss-based clients are quoted separately.
08 / HUMAN-LED, AI-READY
Because yes, your team will probably use AI after this.
The project includes a human-readable brand guide and an AI-ready Markdown file. The goal is not to pretend AI will magically get everything right.
The goal is to give future tools clearer rules, so brand materials are less random, less generic and less off-brand.
09 / FAQ
Before you request the project.
Is the Strategic Brand Review included?
Yes. Inside this project, the Strategic Brand Review is included, with an added Creative Direction layer focused on visual expectations, preferences and direct application. It leads directly into visual decisions instead of becoming a separate standalone audit.
How many logo directions are included?
Two initial logo directions are included. After the first feedback call, one direction is selected and developed.
Do I get editable source files?
Final usable exports are included. Source .ai files are not included by default and can be quoted separately if needed.
Are Canva templates included?
No. Templates, banners, decks, flyers, brochures and other applications can be quoted separately or handled as a Custom Project.
When do I receive the final files?
Final brand files and the complete delivery package are released after the remaining balance has been paid.
LAUNCH PRICE / FIRST 5 PROJECTS
Ready to make the brand easier to recognize, use and trust?
CHF 2'200. 4 to 6 weeks. Final files released after the remaining balance has been paid.