Brand identity
Brand identity and design systems
A consistent visual language - type, colour, spacing, motion and components - defined as a system and delivered inside the actual product, so it still holds together on the twentieth page.
Problems this solves
- Every page was designed separately, so the site has four button styles and three shades of the brand colour.
- The brand exists as a logo file and nothing else, so every new page is a fresh set of decisions.
- The identity looks right in a presentation and falls apart the moment it meets real content lengths.
- A new section takes days because there is nothing to reuse.
- The guidelines are a PDF that was last accurate two years ago.
Who it is for
Businesses launching something new, or refreshing an identity that no longer matches their ambition - and who need it to work in code, on real screens, not only in a presentation deck.
What is included
Visual system
Type scale, colour roles, spacing and layout rules defined as a system, with contrast checked so the palette is usable rather than only attractive.
Motion language
Consistent timing, easing and interaction behaviour, with a reduced-motion path defined from the start rather than retrofitted.
Component library
The reusable pieces - buttons, fields, cards, navigation, states - built in code so the brand stays consistent as the product grows.
Applied, not just specified
The identity is applied to real screens with real content, which is where systems that only exist as specimens tend to fail.
What you receive
- A defined type scale, colour system and spacing scale
- Contrast-checked colour roles for text, surfaces and interactive states
- A coded component library used by the live site or product
- Motion and interaction guidelines, including reduced-motion behaviour
- Logo usage and asset files in the formats the web actually needs
- The system applied to real pages, not isolated mockups
How we work
- 01
Direction
Explore and agree the visual direction early, against real content.
- 02
System
Type, colour, spacing, motion and components defined as a coherent set.
- 03
Apply
The identity applied to real screens rather than presentation boards.
- 04
Ship
Delivered as reusable, documented components inside the product.
Performance, accessibility and search
Contrast that passes
Colour pairings are checked against contrast requirements before they enter the system, not after an audit flags them.
Motion that can be switched off
Every animation has a defined reduced-motion behaviour, so the interface remains usable for people who need stillness.
Consistency without weight
A shared component set means less bespoke CSS per page, which keeps the stylesheet from growing faster than the site.
What we build with
- Tailwind CSS design tokens
- React component library
- Motion / animation library
- SVG asset pipeline
- Contrast and accessibility checking
Integrations
- Existing brand guidelines
- Design tooling handoff
- Headless CMS content models
- Component documentation
Cost and timeline
We do not publish fixed prices or delivery times, because scope changes both by an order of magnitude. You get both in writing, specific to your project, before any commitment.
What drives the price
- Whether this is a new identity or an extension of an existing one
- How many components and states the product needs
- Whether motion design is in scope
- How many surfaces the system has to cover - site, application, print
- Whether logo design is included or already exists
What drives the timeline
- How quickly direction is agreed - the most variable stage
- Whether real content exists to design against
- Number of components required before launch
- How many stakeholders review each round
Related work
- Commerce
Avangard Parts - Automotive Parts Store
A completed automotive e-commerce platform with a bilingual catalogue, fast product discovery and custom administration.
Read the case study - Systems
Bookyra - Salon Scheduling Platform
Salon reservation platform for beauty professionals, with schedules, reminders, invoicing, public profiles and operator dashboards.
Read the case study
Frequently asked questions
No. A logo is a small part of it. What actually determines whether a brand holds together is the system around it - type, colour roles, spacing, states and components - and that is what we build.
Yes, and that is often the better value. We can systematise what exists for the web without discarding the recognition you have already built.
Yes, in one team. That is why the identity survives contact with real code - the person designing the component is working with the person building it, as on Avangard Parts.
A coded component library in use on the live product, plus the definitions behind it. Not a PDF that describes a system nobody can apply.
Ready to start?
Tell us about your project and we will come back with a clear, honest plan.
Start a project