§ 1.3.4 · A1 / A2 · typically one to two weeks
What this is
A scoped pass over an existing identity to bring it up to standard. Specifications written down, the palette settled and documented, typography made consistent, and templates rebuilt so the next twelve months of work has something solid to stand on. This is the piece most companies actually need. The identity is usually fine. What is missing is the discipline around it—the file nobody can find, the four logo variants in circulation, the deck template that drifted, the hex code that is slightly different on the website than in the pitch deck.When it is the right piece
The test is whether the existing brand is directionally right and needs sharpening, or wrong and needs replacing. Directionally right means you look at it and recognize the company, even if the execution is loose. Wrong means it represents a business you have stopped being, in which case sharpening it just makes the wrong thing sharper, and we will say so and propose the full identity instead. This is not a logo redesign. If the mark itself is the problem, this is not the piece.What we need from you
Everything you have, including the messy parts. The original design files if they exist, the current logo in whatever formats are floating around, the deck someone rebuilt from scratch last year, the website’s actual colors rather than the ones in the old brand guide. And a short list of what you actually make. We rebuild the templates you use, not a comprehensive set you will never open.What you will have
Updated specifications, a documented palette and typography system, and clean templates for the formats you use most. Enough that a new hire, a contractor, or a printer can produce something on-brand without asking anyone.How long it takes
One to two weeks. It is deliberately a bounded pass rather than an open-ended improvement project, which is what keeps it a fraction of the cost of a full identity.Next: photography and video
Art direction and coordination for brand shoots.