Our process unfolds in five distinct stages, each tailored to create a cohesive visual and verbal identity that resonates with your target audience. At Fluid, we understand that a brand’s identity is much more than just a logo—it’s the collection of Distinctive Brand Assets that make it instantly recognisable and memorable to consumers. These assets include logos, colours, typography, imagery, tone of voice, and more.
At Fluid, we believe a brand identity is more than a logo. It’s a complete system of distinctive assets that make your brand memorable. These include logos, colours, typography, imagery, and tone of voice.
Every touchpoint—from packaging to websites—shapes how audiences perceive and connect with your brand. That’s why we take a comprehensive, careful approach to brand identity design. Our process unfolds in five key stages, each designed to create a strong, cohesive visual language that sets you apart in the market.
Stage 1: Strategic Workshop
The journey begins with a strategic workshop, where our team collaborates closely with you to establish a solid foundation for your brand’s identity. This workshop focuses on:
- Gathering audience insights.
- Performing a competitor analysis to identify gaps in the market.
- Clarifying your brand’s positioning.
Through these collaborative sessions, we delve into your brand’s unique strengths, values, and market opportunities. In addition to visual identity, we explore strategies for audience reach and cost efficiency, ensuring that your brand’s identity aligns with both its creative vision and business goals.
When naming is in scope, we investigate naming territories, conduct trademark checks, and collaborate with legal partners. This ensures your name is unique, memorable, and protected.
Stage 2: Concept Development
With strategy defined, we move into concept development. Our creative team builds territory boards, presenting multiple visual directions.
We collaborate closely, gathering your feedback to refine the direction that best fits your brand vision.
We apply chosen concepts to key touchpoints. This shows how your brand will appear in typical buying occasions. We then refine designs through feedback loops.
Stage 3: Design Development
Once a concept is chosen, we expand the design across all brand touchpoints. This includes packaging, websites, social media, and advertising.
Our goal is a visual system that’s functional, flexible, and impactful everywhere it appears. We stay responsive to feedback to ensure the design stays true to your brand identity while adapting to various contexts.
Stage 4: Artwork Development
With design complete, we produce final artwork. We ensure every detail is polished and ready for digital or print.
Our team proofreads and checks artwork for accuracy, ensuring consistency across all materials and platforms. Precision here guarantees your brand identity looks flawless in every application.
Stage 5: Production Management
The final stage in our brand identity design process is production management, where we oversee the entire production process to ensure that your brand identity is executed to the highest standards. This includes:
- Proof checking and press checking during the printing process.
- Monitoring digital production to ensure your brand assets are correctly formatted for web, social media, and other platforms.
In addition to managing production, we develop a brand guideline that outlines the rules for applying your brand’s visual identity across all platforms. This ensures consistency in every application, from marketing materials to corporate communications. We also provide stakeholder outreach to ensure all involved parties understand the importance of adhering to these guidelines for maintaining the brand’s integrity.
Why Choose Fluid for Brand Identity Design?
At Fluid, we deliver brand identity design that reflects your brand’s personality and positions it strategically. Our structured process ensures every element—from visuals to messaging—is thoughtfully planned and expertly crafted.
By focusing on distinctive brand assets, we ensure your identity is memorable and aligned with your values. Whether you’re creating a new brand or refreshing an existing one, Fluid ensures every touchpoint reflects your brand’s positioning and resonates with your audience.