XXX Group brand identity and application

XXX Group seeks to define its brand: what it stands for and how it differs from the well-established competition. The challenge is to balance being the ‘new kid on the block’ with a fresh point of view yet being seen as a trustworthy player. The brand development needs to lay a solid foundation and leave space for the venture to grow into.

Tasks: (1) defining the brand fundamentals, (2) designing the core elements of the brand identity, and (3) applying it to key printed and digital items.

Requirements: Short and sharp, we will replace presentations with conversations. So, close collaboration and brief exchanges rather than one or two presentations with ‘big’ reveals. The bulk needs to be done by the end of January 2024.

Proposal for

Name Surname

XXX Services Ltd

000 Road,

London, XX0 XX0

For questions, please get in touch with Stephan Hammes at 079 6619 5576 or mail@stephanhammes.com

01 Brand Sprint

brand foundation: value proposition and messaging

1. Research briefly the competition and assess their visual and verbal brand expression.
2. Hold a Brand Sprint and determine in a four-hour Zoom session the vision, values, purpose, and competitive landscape, i.e. brand fundamentals.
3. Define the value proposition, positioning, and messaging.

02 Brand identity

designing the core elements

1. Propose two design concepts based on the outcome of the sprint.
2. Develop the core brand elements of the selected route: symbol/mark, logotype, colour scheme, typography, and graphics/imagery style.
3. Tweak and finalise the core brand elements for sign-off
4. Create artwork files and a brand palette to ensure consistent future use.

Brand palette example:

03 Application

for print, online and video

1. Apply the signed-off brand elements to two business cards and letterhead
2. Layout sketches for the web page.
3. Design brochure: a) printed trifold A4 brochure based on the brief from XXX Group and b) secondary layout for email use.
4. Implement the web page based on messaging, design sketches and the brief from XXX Group.
5. Write a treatment and script for a ca. 2-minute image video.
6. Create storyboard and/or styleframes and design the video graphics
7. Supervise video production and post-production

NB: third-party cost for web hosting, filming, sound/music and editing are TBC as they depend on the chosen execution and provider.

Brand foundation, brand assets and key applications for XXX Group

The estimated prices for each phase include all research, strategic and creative work, and project management. Third-party costs such as copywriting, illustration, image licences, photography or printing, and travel outside London are extra and agreed upon beforehand. Full terms and conditions

Preliminary Timing

Successful Collaboration

For the successful execution of the brand identity and its application for XXX Group, open and trusting cooperation is crucial and required. That also means that all shared information and developed results are treated confidentially. Due to our close and regular collaboration, it is only necessary to document the essentials and not create any further reporting. Any postponements or additional work will only take place after consultation.

“Stephan Hammes is all about clarity. To that, he adds a superb depth of perception. The two years we’ve worked together have been both a pleasure and an education. His thoughtful deconstruction of our ideas led us to an atomistic understanding of our offer, from which he built our brand. Through that, he shaped the company, represented by the striking and beautiful design he is known for. Always calm, always on the money, always on the company’s side by thinking on the customer’s side. You may think you know your company now, but the design confidence and message precision you’ll get from Stephan’s work is of a significantly higher order.” — Bill Brannigan, Entrepreneur

Next Steps

1. Stephan presents the proposal to ensure all is clear.

2. With the scope and timing determined, you get a formal estimate.

3. Feedback on the outcome of the Brand Sprint.

If you have questions, please get in touch with me.

Warm regards Stephan Hammes

Stephan learnt his craft working primarily for the automotive sector (Mercedes-Benz, Smart, Toyota and SEAT ) and F1 (RedBull Racing, Scuderia Toro Rosso and VodafoneMcLaren) and cultural sector (Victoria & Albert Museum, The British Society of Theatre Designers, and the University of the Arts London). So, he is used to a rigorous design process, attention to detail and delivering high quality. As a brand strategist and designer holding an MBA from Imperial College, he handles projects independently and collaboratively from conception to execution for big brands and SMEs. Currently, he is also consulting start-ups on business models and branding. Experience on LinkedIn

Brand development overview

An overview of all the aspects ideally covered in comprehensive brand development. However, the degree and depth to which they are tackled can vary.