Branding
Branding & corporate design for SMBs with a quality standard.
A brand is not a logo. It’s the whole system that decides how serious, how trustworthy and how distinctive a company looks the moment someone meets it. We design that system - positioning, voice, logo, colour, typography and the components that make every channel work harder.
Deliverables
What a complete brand system actually contains.
Positioning & messaging
A clear positioning statement, audience definition, value pillars and core messages - the strategic frame everything else hangs off.
Voice & tone
How the brand sounds in writing - words to use, words to avoid, sentence patterns and examples across formats.
Name & logo system
Name treatment, logo construction, lockups, clear-space rules and behaviour across sizes and surfaces.
Colour & typography
A focused colour palette and typographic system designed for clarity, hierarchy and longevity - not seasonal trend.
Components & applications
Core visual components and example applications: web, social, document templates, sales material, signage where relevant.
Usage guide
A short, practical guideline document that lets your team and external partners use the brand correctly without endless calls.
Recent work
What a finished system looks like.
An excerpt from the brand system we built for LION & LAND, an international residency-planning consultancy.
Gold-on-dark wordmark with crest, built to carry authority on long-form premium content and to scale down to favicon/social-avatar without losing the lion silhouette.
Colour palette · gold-led, premium-trust register
Typographic system · display + body + meta hierarchy
Approach
Strategy first. Identity second.
We lock positioning, audience and voice before anyone opens Figma - so the colour palette and wordmark are answering a question, not setting the brief.
- Audience & offer mapping - who actually buys, why, and against what alternatives.
- Positioning statement - what we stand for, what we don’t, and where we play.
- Voice & tone - how the brand sounds in long-form, short-form, sales and support.
- Identity system - logo, colour, typography and components.
- Application & usage guide - how the brand lives in the wild.
Process
Four phases across 4-8 weeks, with written sign-off before each.
Same fixed-price discipline as the website service: each phase has one defined deliverable, two rounds of revisions, and a written sign-off before we move on.
We map who actually buys, why, and against what alternatives. The positioning statement comes out of those three answers, not from a creative brainstorm.
How the brand sounds in long-form (whitepapers), short-form (social, ads), sales conversations and support email. With words to use, words to avoid, and three example pieces re-written in the new voice so the team has a reference, not just a rulebook.
Logo system (primary mark, lockups, monochrome variants, favicon), colour palette with WCAG-AA verified pairings, typographic system (display + body + meta), core visual components. Two rounds of revisions per asset family, then locked.
Example applications across the channels you actually use: web hero, social card, document template, sales presentation, signage where relevant. Plus a short usage guide your team and external partners can follow without endless calls.
Who leads the branding
Patrick Sosath, founder & strategist.
Trained IT business specialist (EDV-Schule Plattling, 2013), studied Management & Technology at OTH Regensburg.
We develop positioning, voice and visual identity as one connected system, not separate handoffs. We bring in select specialists when needed for photography, illustration or additional languages. The result is a brand that doesn’t end in a PDF, but carries through into the tools your team uses every day.
FAQ
Frequently asked questions.
Rarely. A logo without positioning, voice and visual system is a graphic - not a brand. We prefer projects where logo work sits inside a wider identity exercise.
Branding sets the foundation: positioning, voice, look. The website is where it has to perform. Most clients combine both - branding first, website second - into a single phased engagement.
4-8 weeks depending on scope. Positioning and voice happen first; identity and visual system follow once the strategic frame is locked.
Positioning brief, voice guidelines, name & messaging treatment, logo system, colour, typography, base components, application examples and a usage guide.
Branding + Website
Most clients pair branding with a website project.
It’s the cleanest way to launch a brand that doesn’t collapse the moment it touches the web. Tell us where you are - we’ll suggest the right combination.
Get in touch
Send us a quick message.
Two-line brief, real reply within a working day. Or use the full enquiry form on the contact page.