Identity systems that work in the wild.
A logo is the cheapest part of a brand. We design identity systems — logos, type, color, voice, components — that survive contact with the real world: ads, social, signage, slide decks, product UI, everywhere your brand goes.
Who this is for
Founders launching a new venture and growing teams whose brand has been carried too long by an early-stage logo and a half-finished color palette. If you can't answer "what does our brand sound like?" in one sentence — or if your team is making case-by-case decisions about colors and type because the system doesn't exist — we should talk.
A good fit if you…
- Are launching a product, service, or company in the next 6 months
- Are scaling and your current brand can't support a bigger team
- Are rebranding (M&A, repositioning, audience pivot)
- Want a system, not a sketch — guidelines your team can actually use
Probably not a fit if you…
- Just need a quick logo — try 99designs or a freelance designer
- Want to use AI logo generators — they work; just don't pay agency rates for them
- Aren't ready to invest in voice, tone, and applications beyond the mark
What's in an Adfirm brand engagement.
Brand strategy
Positioning, audience definition, competitive landscape, the brand's point of view. We don't draw a logo until we know what the logo is supposed to mean.
- Stakeholder workshops and founder interviews
- Audience and competitor research
- Positioning statement and messaging pillars
- Voice & tone framework
Visual identity
Logo system, color palette, typography, iconography, photography direction. Built to scale across the mediums your brand actually appears in.
- Primary and secondary logo lockups
- Symbol/wordmark/monogram variations
- Color palette with WCAG-checked combinations
- Type system (display, body, UI/system fonts)
- Iconography style and starter set
- Photography direction and treatment guidelines
- Illustration direction where applicable
Applications
The system put through real-world tests so you see how it behaves before launch — not after a panicked deck request.
- Website hero, footer, and key page mockups
- Social profile and post templates
- Pitch deck and one-pager templates
- Email signature, invoice, document templates
- Merch or print where relevant (cards, packaging, signage)
Guidelines
A brand guide your team can actually use. Not a 100-page PDF nobody opens — a focused document with clear rules and the file structure to execute against them.
- Brand guidelines PDF (typically 30-50 pages)
- Figma library with reusable components
- Logo file pack (SVG, PNG, EPS in all variations)
- Font licenses transferred where needed
- Color tokens in CSS / Figma variables / Tailwind config
From workshop to handoff.
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Day 1 · Strategy
Kickoff workshop, founder interview, audience and competitive scan. Output: a brand brief that anchors the rest of the week.
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Day 2 · Identity exploration
Three distinct directions presented as mini-systems (logo, type, color, tone) — not just three logos. You pick one; we refine.
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Days 3-5 · System build
The chosen direction is expanded into a full system: variations, colorways, type pairings, applications, tokens.
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Days 6-7 · Guidelines & handoff
Brand guide written, Figma library cleaned and shared, file pack delivered, walk-through call with your team.
What you'll walk away with.
- Positioning statement, messaging pillars, and voice & tone framework
- Logo system (primary, secondary, monogram, social avatar)
- Color palette with accessibility-checked combinations
- Typography system with licensing handled
- Iconography and illustration direction
- Photography direction and treatments
- Application templates (site, social, deck, email)
- Brand guidelines PDF
- Figma component library
- Logo file pack (SVG, PNG, EPS)
- Tokens in your format of choice (CSS, Tailwind, Figma variables)
Examples of this work.
Recent projects where brand work was part of the engagement — identity systems, applications, and guidelines.
Atlantank — a Web3 platform that loads like a Web2 site
We designed and built Atlantank's public presence — a fast, accessible, brand-led site for a Web3 platform that doesn't read like the rest of the category.
Asaka — a product launch with a site that converts
We designed and built the marketing site for Asaka — a launch-ready presence that introduces the product clearly and turns qualified traffic into signups.
iamKaye — a personal brand built to compound
We designed and shipped a personal brand site for Kaye — a clear, fast, search-visible home base that grows with her work.
What clients ask.
How long does a brand project take?
A focused brand sprint ships in one week — from kickoff workshop to a delivered system and guidelines. Faster is rarely a good idea (you lose the iteration cycle that makes the system actually fit). Slower happens when stakeholder alignment takes longer than the design work itself.
How many logo concepts do we see?
Three. Each is a complete direction — logo plus type, color, and tone — not three variations of the same idea. We've found three is the right number: enough to compare, not so many you can't make a decision.
Can we use AI for parts of this?
We use AI where it earns its place — early ideation, exploration, copy drafts. We don't use AI for the final deliverable. There's a difference between using AI as a tool and selling AI output as agency work.
Do you handle trademark searches?
We do a preliminary clearance check. For full legal trademark filing we'll refer you to an IP attorney — that's not our specialty and you'll get better service from a specialist.
What about font licensing?
We recommend type that fits your brand, then transfer or facilitate the licensing. License cost is your responsibility but we handle the paperwork. We avoid recommending fonts with prohibitive licensing unless they're worth it.
What if we already have a logo we like?
We can build the rest of the system around an existing logo. Often that's the right call — the logo isn't the problem; the unfinished system is.
Need a brand that scales?
Most identity projects ship in a week. We'll send a written scope and quote within 48 hours.