What the scope can include
We shape the engagement around the actual brief. The proposal identifies which of these deliverables are included, who supplies the inputs and how each one is accepted.
- Current identity and touchpoint audit
- Elements to preserve, refine or retire
- Refined typography, color, imagery and mark rules
- Priority templates and responsive applications
- Source files, usage guide and rollout list
Is this the right starting point?
Choose a refresh when the position and name still work. If buyers misunderstand what the company now does or its audience has materially changed, diagnose positioning before commissioning visual updates.
From identity audit to usable update
We document current recognition and inconsistent applications, agree what to keep and test a refined direction on real touchpoints before producing a complete system.
Share current brand files, examples of customer recognition, important templates and launch markets. The proposal separates identity work from optional website implementation and names the approval owner.
Keep the recognition that earns its place
An existing brand has memory attached to its name, colors, symbols and language. Before redesigning, we inventory the website, sales materials, product surfaces and customer-facing channels, then ask which elements people actually recognize and which cause confusion. The brief records the promise and position that should stay stable. A refresh is a controlled improvement to expression, not an automatic change to the business proposition.
We compare real uses: a small screen, a proposal, a social image, a sign or package where relevant. An identity that looks convincing in a hero mockup may fail at production sizes or in a second language. The selected touchpoints become the acceptance examples for the new system.
Refine the system, then roll it out
The scope may cover logo refinement, typography, color, imagery, voice and templates. We develop a limited number of directions against agreed criteria and show how each works across the priority applications. Approved choices become source files, usage rules and a list of old materials to update. Website redesign, copy production and campaign rollout are separately estimated when they are needed.
For teams operating in more than one market, the brief records language variants, local content ownership and the order of rollout. A refresh should leave the team able to use the identity consistently after handover. Dardo's published A medio tono work demonstrates naming and a website for a new school; it is not presented as a completed refresh of an established business.
Questions before you choose
When is a brand refresh enough?
When the audience, offer and position are still clear but the visual or verbal applications have aged or drifted apart. We test that assumption in the audit before setting the design scope.
Does a refresh include a new website?
Only when agreed. Identity rules and website design are separate deliverables; the proposal names which templates, content and implementation work are included.
Will customers still recognize the brand?
Recognition is a design constraint, not a guarantee. We document useful existing cues, test directions on real touchpoints and plan a gradual transition where appropriate.