§ 01 · The Cadence
Six weeks.
One complete identity system.
A note before you scroll: nothing on this page is a template. Every system is built to the brief in front of us — but the cadence, the deliverables, and the checkpoints below are the same on every engagement, every time. ↓
§ 02 · Weeks 01 – 06
Six chapters of one system.
A working week-by-week account of what we do, what you do, and what crosses your desk on Friday of each week. The cadence is built so that nothing is presented cold — every artifact you see on Day X has been pressure-tested against decisions you made on Day X − 7.
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01 Week 01
Discovery & Strategic Frame
We start with a 90-minute founder interview, a stakeholder survey, and a teardown of the three brands your category keeps copying. Out of that comes a written Strategic Frame: positioning, voice posture, audience segmentation, and the visual territories we will and will not explore.
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02 Week 02
Mark & Type System
Two partner-led directions run in parallel: one conservative, one speculative. Both arrive as working marks — not comps — set in a commissioned or licensed wordmark, a custom display face, and a paired text family with optical-size variants.
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03 Week 03
Color, System & Voice
The chosen direction is grown into a system: primary, secondary, and surface palettes with HEX / RGB / Pantone / CMYK crosswalks; a tone-of-voice guide with do/don't examples; and the grid that every downstream asset will inherit.
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04 Week 04
Applications, Round One
The system meets reality. We build a curated set of applications across your highest-traffic touchpoints: web hero, packaging dielines, social templates, one environmental surface, and one print piece — chosen with you on Monday.
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05 Week 05
Elasticity Test & Refinement
Every asset is run through our proprietary 41-point Brand Elasticity Score, which stress-tests the system against 14 real touchpoints — from a 16-px favicon to a 30-foot tradeshow wall — before any file is finalized.
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06 Week 06
Delivery, Files & Launch Support
Every file is exported, named, versioned, and handed off in a single deliverable package. We sit with your team for two weeks after launch to handle the inevitable "we need a 4,000-px version of this for a press release" requests — included.
What you actually own at the end of Week 06 is itemized on the next page. ↓
§ 03 · The Shipped Package
Every file you own at handoff.
A flat index of the deliverables that cross your desk on the Friday of Week 06. No "available on request." No "for an additional fee." The list below is what ships, in the formats listed, named per the convention documented in the handover.
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I.
Logo & Mark System
Primary, secondary, and tertiary lockups · monogram & favicon · light / dark / mono variants · co-branding rules · a 12-page usage guide. Delivered as SVG, AI, PDF (vector), and PNG @1x / @2x / @3x.
28 files · 6 formats · 1 usage guide
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II.
Type System
Display, text, and mono families (commissioned or licensed) · optical-size variants · a numeric figure set · web-licensed webfonts with a five-year seat allowance · fallback stack documentation.
3 families · web + desktop licenses · typespec PDF
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III.
Color, Grid & Tokens
Primary, secondary, surface, and signal palettes · HEX / RGB / Pantone / CMYK crosswalks · an 8-pt grid system · design tokens exported as JSON, CSS variables, and Figma variables · a contrast-tested accessibility sheet.
42 tokens · 3 export formats · a11y report
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IV.
Applications, Motion & Voice
Six production-ready application comps · packaging or print dielines · a 60–90 second motion reel (Lottie + MP4 + transparent WEB) · a tone-of-voice guide with do/don't examples · photography and illustration direction boards.
6 applications · 3 motion formats · voice guide
Every package is run through the Brand Elasticity Score before the box is sealed. ↓
§ 04 · A Defined Checkpoint
The Brand Elasticity Score.
A 41-point, in-house instrument that stress-tests the system against 14 real touchpoints before any file is delivered. It is not a vibe check, and it is not a checklist you grade yourself. Every identity we ship carries a printed score, and the system is only considered final when it passes.
The 14 touchpoints we test against.
- 01 16-px favicon at 100% zoom
- 02 Wordmark at 12-pt body copy
- 03 Mobile product UI, dark mode
- 04 Email signature line
- 05 LinkedIn cover at 1584 × 396
- 06 Square Instagram tile
- 07 Six-color print dieline
- 08 Packaging primary face
- 09 Tradeshow wall, 30 feet
- 10 Vehicle livery, side panel
- 11 Out-of-home billboard, 14 × 48
- 12 Retail window, 6 × 9
- 13 Animated logo sting, 2 sec
- 14 End-of-year investor letter
A promise we will not negotiate: no system ships below a passing score. ↓
§ 05 · Quantified
6.2wks
Average turnaround, last 12 engagements
vs. 14–18 week agency-industry benchmark
92%
Net Promoter Score, 2022–2024
across 92 client engagements, zero client churn in four years
184
Identity systems shipped since 2014
across 9 countries · 41 onboarded in 2024 alone
Numbers get more convincing in context. Four recent systems, built on this exact cadence. ↓
§ 06 · Recent Systems
Built on this cadence.
Four identity systems shipped through the 6-week process in the last 18 months. Sector, year, and deliverables are listed per row so you can pattern-match your own brand against real, recent work.
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Year 2024
Scope Wordmark, type system, packaging across 14 SKUs, retail fixture system, motion language for in-store screens.
Turnaround 5.8 weeks
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Year 2024
Scope Mark, type, voice, investor-deck template, annual-report layout system, signage at three offices.
Turnaround 6.4 weeks
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Year 2024
Scope Master brand + sub-brand architecture, in-room collateral, signage system, photography direction, booking-flow UI kit.
Turnaround 6.1 weeks (largest single engagement to date)
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Year 2025
Scope Mark, type, color, motion, website UI kit, pitch-deck system, environmental signage at HQ.
Turnaround 5.9 weeks
If your brand could sit at the top of this list in 6.2 weeks, the next move is a Discovery Sprint.
Book a Discovery Sprint