Brand strategy,identity and motion,built as one system
A brand system is not a logo and a palette. It is strategy, narrative, visual identity and motion identity built as one structure and documented well enough that other people can use it without us in the room. We build all four, and motion is native to the system rather than bolted on afterwards.
We build brand systems from Medellin and Miami, for companies across Latin America, the United States and Europe. A system that only works with us in the room is not a system, and a team three time zones away is the real test of one. That is the standard we build to, not the one the region is expected to meet.
A brand that cannot move is unfinished
Almost every encounter a person has with a brand now happens on a screen, and most of those screens are moving. A system that only defines how the brand looks standing still has defined the minority of its own use cases.
This is why motion sits inside the system instead of arriving as a later project. When motion is designed after the identity is locked, it inherits decisions that were made without it in mind, and it spends its whole life apologising for them. When it is designed inside the system, the movement is derived from the identity rather than applied to it.
A system nobody else can use is not a system
The real test of a brand system is not the presentation. It is what happens six months later, when a marketing team needs a layout nobody anticipated and we are not in the room.
If they have to call us, we sold a document, not a system. Everything we build is aimed at that moment: rules explicit enough to extend, assets editable enough to use, and applications shown against real touchpoints instead of in the abstract.
The five pillars
How long each pillar normally takes
Stage
Weeks
Brand Strategy
1 to 2
Brand Story
1 to 2
Brand Identity
2 to 5
Brand Expression
1
Brand in Motion
3 to 8
Interactive brand hub
2
Who builds it
Project manager, creative director, art director, graphic designers and motion designers.
The motion designers join at the identity stage, not at the end.
What you get
Complete brand system covering strategy, personality, core identity and expression. Applications and templates, including the identity applied to the product or app. Full guidelines with specifications and usage rules. Editable assets and expression material.
Available as additions: iconography as a brand aligned set, an interactive brand hub that is hosted and navigable with a downloadable asset toolkit, and the motion system.