Brand Audit & Guidelines Proposal for

Prepared for: Inga Kopala, CEO & Freddie Clough, Marketing and Business Development Manager

Project Overview

Amberth is seeking to consolidate and future-proof its brand. The aim is to ensure consistency and clarity across all communications by

→ auditing existing branded materials,

→ highlighting what’s missing or misaligned, and

→ creating a clear, actionable brand guideline or, if appropriate, developing a more strategic brand refresh

to achieve a coherent brand presence across all touchpoints—internal and external.

This proposal outlines a structured and flexible approach with a clear midpoint, not only to determine the extent of the work but also to enable you to make an informed decision for the right path forward.

Project Structure

Brand Audit (standalone) A structured assessment of Amberth’s existing brand presence, including digital, print, showroom and social touchpoints.

Included Deliverables:

Audit Report divided into:

Non-Negotiables (must-fix issues and gaps)
Recommendations (strategic opportunities)

Review of the in-house White Space analysis (optional)
Midpoint Check-in to review findings, decide on next steps, and determine the best direction for the Amberth brand.

Upfront Investment: £2,500 (fixed, plus VAT)

Midpoint Decision: Two Paths Forward After the audit, we agree on the next step:

Option A – Refinement & Brand Guidelines Polish and formalise the existing brand system to gain visual and verbal coherence.

Guidelines are technical, just the right amount of information to get the job done.

Scope:

Tidy-up of existing elements
Practical brand guidelines (logo, colour, type, tone of voice, messaging hierarchy)
Shareable brand portal (e.g. SharePoint)
Includes all relevant templates and assets

Estimated Investment: £1,500–3,500 (plus VAT)

Option B – Strategic Refresh & Brand Book A more comprehensive update, aligning brand strategy and creative identity for future growth (e.g. new showroom or market positioning).

The Brand Book brings the identity to live and inspires by stating the vision, listing the ingredients and giving instructions how to use them like a recipe book.

Scope:

Reworked positioning, brand story, alignment of tone of voice and visual style
Updated or evolved visual direction (including a roadmap for a phased approach if required)
Creation of a Brand Book – inspirational, visual, and internally usable
Accompanying guidelines and asset pack

Estimated Investment: £4,000–6,500+ (plus VAT) (Exact scope confirmed post-audit)

Timeline

Milestone	Date
Project Start	w/c 16 June 2025
Audit Delivery + Midpoint Check-in	w/c 7 July 2025
Final Delivery (if refined)	End August 2025

If a brand refresh is selected, timeline will be reviewed.

Creative Direction

The audit will assess whether Amberth’s verbal proposition, visual expression, and strategic intent are aligned.

A light competitive review and white space mapping provide Amberth will help assess the positioning without requiring a full competitor audit.

Key areas of focus include visual coherence (alignment visual style and tone of voice), brand consistency (e.g. typography), and colour use (e.g. whether copper/orange supports a premium perception).

Final Deliverables

Item	Description
Brand Audit Report	Structured as Non-negotiables + Recommendations
White Space Map review	Optional, based on existing Amberth team research
Midpoint Deck	Presentation of findings + decision framework
Brand Guidelines OR Brand Book with guidelines	Based on post-audit direction
Asset Pack	Templates, logo files, type specs, colour palettes
Moodboard	Visual reference to align creative direction