Brand Design

Brand Identity Design

Developing a visual system of the essential elements used to communicate your brand to you audience.

What is a brand identity?

If we define brand as what your business stands for in the mind of your audience. We have found that there is a simple formula to building a great one, Brand = Style + Substance.

In this equation, ‘style’ is in reference to your visual brand identity. It’s what your business looks like. A brand identity typically begins with your logo, typefaces, colour palette, graphic and photography style and comes together in the way that it is applied to your key communications such as your website, printed and digital materials, signage, social media pages and stationery.

The ‘substance’ is the things behind your business that make it unique or special. It’s the quality of your products, your customer service or processes and the motivation that drives it all. It’s what you do, how you do it, and why you do it.

A successful brand is born from the marriage between these two elements. Achieving this balance is crucial for any business – as a brand without substance is an empty promise, while a brand without style is underselling itself.

Frequently asked questions

Why is your brand identity important to your business?

Your brand identity is important as it reflects how you, the business owner wants the consumer to perceive your brand. It is essential to consumer recognition and symbolises your brand’s differences to your competitors. A strong brand identity will positively influence your audience and their purchasing decisions.

Our brand identity design process

Stage 1: Discovery

We begin by getting a good understanding of your business, learning about your offer, goals, audience and competitors.

Stage 2: Strategy

Here we use our findings from the briefing session to determine your brand positioning. Your positioning should influence your entire organisation inside and out. Determining your brand’s position in the market is a crucial part of our process and informs all design decisions.

Stage 3: Direction

We work together to develop a moodboard of inspirational imagery to create a joint vision for the look and feel of your brand.

Stage 4: Design

Once approved, we begin developing a single, focused concept for your brand identity. We present our work in context by applying it to key touchpoints.

Stage 5: Production

Once approved, we create a comprehensive library of the brand assets used in your brand identity – optimised for both print and digital. We document and store all your brand assets through a password-protected online brand guide.

Stage 6: Implementation

This is where your brand identity comes to life. We roll out the identity into all selected touchpoints. We source quotes from our preferred suppliers and organise print and production.

About Shorthand

A design studio

Shorthand is a design studio based in Newcastle, Australia. We blend expertise in brand, digital and graphic design to help businesses define and communicate their brands to their audience. Our name, taken from the classic writing-system of abbreviation using symbols represents the fundamentals of our work – distilling down the essence of a brand and expressing it visually.

Shorthand was founded in 2014 by Amanda and Scott Kirkman. After spending several years working at top creative agencies in Melbourne, the pair brought their unique experience back home to Newcastle. We are a design studio – not an agency. We don’t have account managers or a sales team, so you know you will be working directly with us. Shorthand was started the intent of staying small, favouring quality over quantity. Today we still stick by that ethos, partnering with brands both small and large from Newcastle to Sydney, Melbourne to San Francisco.

Interested in partnering with us on your next project? Let’s talk!

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