Frequently asked questions
What’s the difference between a brand, a brand identity and a logo?
• A brand is the perception of a company.
It’s what people think of when they think about you. Your values, your products, your marketing, your customer service. It’s your WHY and it’s the reason your customers keep coming back. For example, AirBNB’s core message and belief is “Belong anywhere.”
• An identity is a brand’s set of visual elements.
A brand identity is made up of the tangible elements you can see that a company uses to communicate with its customers. The logo, colors, typefaces, icons, imagery, and graphic elements are the core of your brand identity and are typically applied to websites, social media, collateral, packaging, uniforms, menus, promotional swag, email blasts, newsletters, signage, interior design and messaging.
• A logo is a mark that represents a company.
Of all the visual parts that make up your brand identity, your logo is the strongest point of recognition. It’s a quick tag or identifier. AirBNB uses a simple symbol that combines a head to represent people, a location icon to represent place, a heart for love and an A for Airbnb.
I have a logo, can you work with that?
It depends. At the start of the project we will look at your vision and business objectives. From there we can determine if the logo you have will be sustainable. The logo may be OK as is and needs to be part of a larger brand identity system OR we may discover that your logo needs refreshing, or we need a completely new design—it should align with your vision and objectives.
How can I be sure I’ll like what is designed?
At the start of your project, we’ll examine your goals and establish a creative brief. This will set parameters and guide the design process. Since you’re involved in setting those parameters, you can be confident your brand identity will be something you love!
Can we skip the first planning and strategy step and jump straight into design?
No. The first step of our process is important to get to know you, your company, your vision, objectives and requirements in order to create a customized strategic and creative plan to deliver the right design solution.
How do I know we will work well together?
Compatibility is important. First, take a look at our work. Does it have the general vibe you’re after? You need a design firm whose work matches the aesthetic you’re aiming for. Next, you can read our testimonials. Some of the feedback we’ve been given highlights creativity, attention to detail, and punctuality. It’s true—we will give you full attention, and enjoy working with clients who are equally focused.
Do you work with internal teams?
Yes. We have experience working with our clients’ marketing, IT, PR and creative teams. In these cases, we often act in the role as a creative consultant depending on what’s needed. We do not work on site, but we are happy to set milestones and meetings, and communicate with your team on regular basis.
Can we still work together if we’re not in the same city?
Of course! A majority of our clients are not local, so we’re adept at managing projects long distance. We will communicate by email, we can talk on the phone, share our screens (or our faces) on Zoom, mail hard proofs and samples, or any combination of these. No problem.
I need a logo and I already know exactly what I want it to look like. I just need someone to create it. Will you help?
In this case you are the designer, and you simply need a technician who can execute your idea using computer software. We are not the right fit for you.
I have a small budget…can we still work together?
Our projects start at $3,000. The design, delivery and management of your brand is a valuable, one-time investment with high impact results. We accept payments in smaller portions over project phases. We’re happy to talk about your specific needs and objectives.
Can we hire you for a one-off, small project like a postcard or an e newsletter? Also, we need it ASAP.
I’m afraid not. Our work focuses primarily on strategy and begins with a brand identity or interior space. Often, smaller items are a part of the overall deliverable, but we always begin with the bigger picture. In this case, you may need a designer who focuses on production work. Developing a relationship with someone you can call on for these ongoing needs is your next step.
Do you do interior design?
Yes. We offer interior design to create a space that communicates your brand. We will recommend materials, color, furniture, lighting, objects, style, etc. and work with outside contractors and vendors. If it’s a project that requires very complex structural changes, we will consult with your architects on the brand vision and concept.
Do you offer copywriting?
We can write your brand positioning, tagline, mission statement, and short messaging for your brand. If you need lengthy copy for brochures or websites, we can refer you to writers that we highly recommend.
Do you support brands as they grow?
Yes. We offer design, creative direction, design management and project management on a retainer basis. At this point we have become familiar with you and your brand, and ongoing management and quality assurance is important to keep it fresh.
We need a large ecommerce website or something with more functionality than Squarespace, Wix, or Bento Box. Can you help?
Yes. If you require a very robust and in-depth site and/or mobile app, we have fantastic web development partners to call on. Once we establish the vision and look and feel of your brand, we can create the visual design for your website and work with our web partners to develop it.
Do you provide photography?
Yes. We we work with talented photographers who specialize in product, location and people.
How do you provide social media services?
We offer social media strategy as part of your brand strategy and marketing plan. We can recommend or create content and imagery that align with your brand to work for Facebook, Instagram, Pinterest, Yelp, etc. Since social media is a highly visible marketing platform we encourage that you get this right!
Can you manage printers, contractors and other outside vendors for my project?
Yes. Some clients have trusted third-party professionals they already use and we are happy to step in and manage the design process, deliver files and ensure quality outcome. Or, we can also recommend third-party professionals that we know and trust. In either case, we add a small design management/consultant fee to the project.
How much time does a typical project take?
Depending on the number of deliverables involved, usually anywhere from 3 weeks to 3 months.