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.
Every touchpoint, from packaging to websites and advertising, contributes to how your audience perceives and interacts with your brand. That’s why we take a comprehensive and careful approach to brand identity design, ensuring that every element is cohesive and aligned with your brand’s values and target market. Our process is structured across five key stages, each designed to create a powerful, cohesive visual language that resonates with your audience and distinguishes your brand in a competitive 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.
Naming is also a critical component that if in scope, our team can explore various naming territories, perform thorough trademark registry checks, and work closely with law firms to ensure that your brand name is unique, memorable, and legally secure.
Stage 2: Concept Development
Once we’ve aligned on your brand’s strategy, we move into the concept development phase. Here, our creative team generates initial territory boards that outline potential design approaches. This is a highly collaborative process, where we present several visual directions, seeking your feedback to refine and hone the concept that best resonates with your brand’s vision and objectives.
By narrowing down to a chosen direction, we create concepts applied to a few key touchpoints, demonstrating how that brand appears to buyers in most buying occassions. The concept is continuously refined through feedback loops, with updated versions presented for further review.
Stage 3: Design Development
With the concept approved, we begin design development. In this phase, we explore how the chosen design can be applied across a broad range of brand touchpoints—including packaging, websites, social media, advertising, and more. Our goal is to ensure the design is functional, adaptable, and impactful across all applications.
Throughout this stage, we remain responsive to client feedback, making adjustments to ensure the design remains true to your brand identity while being flexible enough to adapt to different contexts. The focus here is on creating a cohesive visual system that is visually appealing and aligns with your brand message.
Stage 4: Artwork Development
Once the design has been fully developed and approved, we move into artwork development. This is where we finalise the production-ready artwork for your brand’s assets, ensuring that every detail is polished and prepared for implementation. Our team can conduct thorough proofreading and error checks to ensure the materials are ready for distribution across all channels, from digital platforms to printed packaging.
We understand that precision is key during this phase, as it ensures that your brand’s identity will be accurately represented in the final outputs, providing consistency and quality.
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 take pride in delivering comprehensive brand identity design solutions that not only reflect your brand’s personality but also position it strategically in the market. Our structured process ensures that every element—from visual assets to messaging—is thoughtfully considered and expertly executed, helping you build a strong, cohesive brand that resonates with your target audience and stands the test of time.
By focusing on the distinctive brand assets that make your brand unique, we ensure that your identity is not only aesthetically pleasing but also meaningful and aligned with your core values. Whether you’re building a new brand from the ground up or refreshing an existing one, Fluid’s brand identity design service ensures that every touchpoint reflects your brand’s positioning.