Brand identity and website designed as one project, not two.
When identity and web design are briefed separately, the website almost always looks like a website that has had a brand applied to it rather than a website that was built from the brand outwards. The Identity Build solves this by running both in parallel — the identity decisions inform the web decisions from the start, not from a handoff document delivered six weeks later.
The engagement starts with a brand strategy session: what position in the market is this business claiming, who are the customers, and what visual language is appropriate for both. This session is more useful than a mood board because it generates decisions, not just inspiration.
The logo design process produces one considered direction, not three options. We design a logo system — primary mark, simplified version, horizontal version, and rules for usage — rather than a single logomark that becomes ambiguous at small sizes or on coloured backgrounds. Colour and typography are selected as a system, tested across all the contexts they will actually appear in: website, document headers, email signatures, business card, social profiles.
The website is designed using the identity as it is developed rather than after it is finalised. This means we catch problems early — a colour palette that looks good in isolation but creates accessibility issues on screens, a typeface that is beautiful in print but renders badly at certain sizes.
Deliverable: full brand identity guidelines document, logo in all formats, website (up to 15 pages), social media template set, Figma brand + web source file, 90-day post-launch support.
In practice
An Arezzo property consultancy commissioned an Identity Build to reposition from residential lettings to commercial property management. The new identity and website changed how potential clients described the firm in referrals — from "an estate agent" to "a commercial property specialist."
A Casentino mountain lodge used an Identity Build to establish a coherent presence across web, social, and printed materials for the first time. The booking rate from direct web traffic increased 62% in the first summer season.
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