Brand identity that survives the next platform

A small business we work with has changed its logo three times in seven years. The first one was a Fiverr job. The second was a $4,000 rebrand from a Toronto agency that didn't ship a usage guide. The third was us. Each rebrand cost more than the last in launch-delay, signage, business cards, social-media reset.

The pattern is universal: small businesses don't fail at brand because they pick the wrong colour. They fail because they don't get a system — a kit that survives the next platform, the next campaign, the next employee who wonders which font to use.

We ship systems, not logos.

What "brand" means at our scale

Two things we don't do:

• We don't do brand strategy decks. If you need a 60-slide positioning document, hire a brand strategist; we'll happily integrate their output into the visual system. Our scope is the visual identity itself, not the strategic positioning behind it.
• We don't do logos in isolation. A logo without a system around it gets used inconsistently within six months. We deliver the logo with the kit that keeps it usable for years.

What we do: turn your existing positioning into a visual system that any vendor (agency, freelancer, internal hire) can use without calling us.

The kit we deliver

Every brand-identity engagement ships these:

1. Logo system — primary mark, secondary mark, monogram, favicon variant. Vector + PNG + WebP exports at every common size.
2. Colour system — primary brand colour, 2–3 supporting colours, neutrals, semantic colours (success / warning / error). HEX, RGB, HSL, oklch + accessibility-checked combinations.
3. Type system — heading face, body face, mono face (where relevant), full type scale (h1 through small text) with line-height and letter-spacing specs.
4. Voice + tone one-pager — three voice attributes, three things you don't sound like, two paragraph examples (one short-form, one long-form).
5. Application guide — usage rules, do/don't pairs, social-media template kit (one Instagram template, one LinkedIn template, one email signature).
6. Figma library — components ready to drop into any future design work.

Total: a 12–18 page PDF + a Figma library + asset zip.

When brand is a refresh vs a rebuild

Refresh (~$1,800) is the right call when:

• Logo is recognisable to your existing customers and broadly fine
• Colour palette needs tightening (too many ad-hoc colours added over the years)
• No usage guide exists, leading to inconsistent application
• 1–2 week timeline

Rebuild (~$3,500–$5,000) is the right call when:

• Logo was made before you knew what your business was
• You're entering a new market or pivoting positioning
• Brand assets currently embarrass you
• 3–4 week timeline

We tell you honestly which one you need on the discovery call. Most clients (~70%) are refresh candidates, not rebuild.

Pricing

• Brand refresh — from $1,800, 2–3 weeks
• Brand rebuild — from $3,500, 3–4 weeks
• Brand + website together (most common pairing) — usually a 10% bundle discount when scoped together

What this looks like in practice

• A Halifax allied-health clinic ran a refresh ($2,200, 2 weeks) — kept the logo, tightened the colour system from 14 ad-hoc colours to 6, shipped a 14-page guide. Three months later, their new social-media manager onboarded in a day instead of a week.

• A Toronto consulting firm went rebuild ($4,800, 4 weeks) when they pivoted from generic management consulting to a specific niche (regulatory compliance for fintech). New mark, new colour palette, new voice. Lead-form conversions doubled in the next quarter.

Get on a discovery call

Brand work is more conversation-heavy than website work. The first 30-min call is mostly listening — what you sound like to your customers, what you wish you sounded like, where the current brand is breaking down.

Book a brand discovery call → — or start a project with brand bundled in