Brand, voice and content
A clear identity, a consistent voice and a content system that remains useful after handover.
When you need this
- “Every document we produce looks different.”
- “We are starting from nothing — no name, no voice, no presence.”
- “Someone needs to write this, and we have no one.”
What we do and what you get
Positioning and a brand document
What this business is, how it differs and who cares — including a name when one is needed — written up as positioning, audiences, messages and voice.
Visual identity
A mark, typography, color and a system for building new materials, delivered as open source files with guidelines and templates.
Voice, copy and content
How the business sounds, then the words themselves: site, documents, newsletters, posts and scripts, ready to publish.
A system others can keep using
Organized so another designer can continue without dismantling it.
How we work
- 01What existsWhat you have, and what you actually say to clients.
- 02PositioningWhat you claim, to whom, and how it differs.
- 03LanguageVisual and verbal, built together.
- 04Application and handoverThe site and materials — then files, guidelines and access.
What we need from you
- A willingness to decide. Brands dissolve when they try to please everyone.
- Access to whatever material exists, however untidy.
- One approver, or a small and clearly defined group.
Where we stop
We do not normally take logo-only projects without a brand foundation; if the brand system exists and only the mark is missing, we design it within that system. Trademark clearance belongs to a qualified lawyer, and we will point you there before anyone falls in love with a name.
Relevant work
- FIG.01Gal BakiFrom expertise to a business
- FIG.04To Dream Like YaakovFrom materials to a language
- FIG.06Shlomo Baki · Industrial Electrical SystemsLIVE
Common questions
- Who writes the copy?
- We do. Writing is part of the work, because the text is where you find out whether the positioning holds.
Ongoing partnership
If you need ongoing content and new materials, we can continue as your monthly technology partner.
Tell us what isn’t working. We’ll tell you what to look at first.