Hard to place
People should understand what kind of business you are and what makes you worth considering.
Services / Brand strategy & visual identity
A clearer identity for the business you've built.
Your business has its own character. We help bring it into focus through sharper positioning, considered visual identity and a more consistent way to communicate.
For established businesses. Clear scope agreed before work begins.
STUDIO STUDY / 01Form & character
Type / Tone / Detail
In-house illustrative design-system study.
01 / The disconnect
The business moves on. The identity doesn't always follow.
New clients, new capabilities, a more mature business. Yet the same old message and mismatched visuals may still be making the introduction.
Inconsistent in use
Different documents, presentations and digital channels should feel like they belong to the same organisation.
Not quite you
An identity should reflect the organisation behind it, rather than a passing style or an off-the-shelf template.
02 / What we do
Clarity first. Identity that follows through.
From the words you use to the way your business looks and feels, we make the parts work together. Every project starts with what is already worth keeping.
01
Brand positioning
Get clearer about who you serve, the value you offer and what customers should remember about you.
02
Messaging & voice
Make your offer easier to understand with concise core messages and a consistent, natural tone of voice.
03
Visual identity
Develop an identity system using typography, colour, layout, art direction and logo work where needed.
04
Brand refresh & application
Refine an existing identity and carry it consistently into your website and selected business materials.
Our point of view
Keep what works.
Change what matters.
Not every business needs a new name or logo. Sometimes the right work is sharpening the message, making the identity more consistent or bringing an established brand into its next chapter.
03 / Identity in practice
A recognisable system. Not just a logo.
Typography, colour, spacing and application all contribute to recognition. The details matter most when they work together, across the places customers actually encounter your business.
01 — Typographic character
Aa.
Deep
Navy
Navy
Burnt
Orange
Orange
Warm
Stone
Stone
Charcoal
03 — Digital applicationBuilt to be
recognisable.One coherent visual language
recognisable.One coherent visual language
Design-system illustration using Smartcon Works' own visual direction. This is not presented as external client work.
04 / Our approach
Thoughtful work. A straightforward process.
You'll know what we're working towards, where decisions need to be made and what you'll receive at the end.
01
Review
We look at your business, existing identity, audience and the points where communication feels out of step.
02
Define
We agree the direction, priorities, deliverables and boundaries of the work before design gets under way.
03
Design
We develop a considered system, reviewing the key decisions with you rather than presenting endless variations.
04
Deliver
You receive the agreed files, applications and practical guidance to help your team use the identity consistently.
05 / What you'll receive
Useful outputs, not a branding exercise that stays in a folder.
We agree the scope around what your business actually needs and where the identity will be used.
- Positioning direction
- Core messages & tone of voice
- Logo refinement or development, where needed
- Typography & colour system
- Selected brand applications
- Practical usage guidelines
Illustrative deliverables, not a fixed package. The exact items, formats and number of revisions are confirmed in your proposal. Trademark searches and legal clearance are not included unless separately agreed.
06 / The right level of change
A refresh or a new direction?
It's not always obvious at the outset. We'll help work out what should stay, what could be sharper and what needs to change.
Brand refresh
For businesses with a recognisable foundation that needs more clarity, consistency or contemporary application. A refresh can preserve valuable familiarity.
Brand identity development
For businesses whose positioning, visual language or core communications need more substantial work. We define the direction before building the system.
07 / Questions worth asking
A few things to know.
Do we need to change our logo?
Not necessarily. If your existing logo is working, a more useful first step may be clearer messaging, better typography or more consistent application. We'll recommend the level of change the business needs.
Can we commission brand work without a new website?
Yes. Brand & Identity can be a standalone project. If your website also needs attention, we can discuss how the two pieces of work fit together.
How much does brand identity work cost?
It depends on the level of research, design and application needed. We'll agree the outputs, revisions, price and timing in a written proposal before work starts. Our published website packages do not represent brand identity pricing.
What do we need to get started?
A short outline of your business, your existing website or materials, and what feels out of step. You don't need a complete creative brief before contacting us.
Ready when you are
Tell us what's changing.
Perhaps your business has grown beyond its old identity. Perhaps the message has become harder to explain. Tell us a little about it and we'll discuss a sensible starting point.
hello@smartconworks.co.uk