Workpackage 01
Visual Branding
Brand Positioning
Visual Identity
Brand Touchpoints
Main focus

Today is all about how a brand makes you feel. We establish your brand appearance in a digital context

What is branding?

A brand is not a logo. A brand is not a product. A brand is not a promise. A brand is not the sum of all the impressions it makes on an audience.

A brand is a result – it's a person's gut feeling about a product, service or company. It's in their heads and in their hearts. A brand is your reputation.”

- Marty Neumeier, CEO Branding for Liquid Agency

Visual Branding explained in Phase 1 to 6

Project setup

Understand and structure

First and foremost we’d like to understand the clients culture and company structure. Together, we establish a project governance and identify all repsonsible stakekholders. Based on that we build up a project team.

Phase 1

Get the big picture

How do you renew a successful brand, or build up a new-born ? In a first step we want to be aware of who you currently are and define who you want to become and serve.
QuestionsSample qestionsWhats the business heritage?
Who are you?
What do you do?
Why is the rebranding necessary?
What do you want to be known for?
Who do you want to become and serve?


In a stakeholder workshop, we look beyond the surface of simple aesthetics and establish a new mental appearance of your brand in form of a guiding document during the design process.


In the creative brief we document your challenges and the high-level business goals. Also, we talk about your brand values (principles) / brand attributes, your tone of voice and the brand positioning. Around these components we will start building your brand.

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Phase 2

Create a messaging framework

This is the part where we try to nail who your customer is and what the key features and user benefits are for him.

Based on your insights we create an elevator pitch that sums up your brand and explains its offering.


In a brainstorming session we define user personas of people who represent your main audience group(s). For them we describe key features and user benefits that explain how they add value to customers.


The messaging document will be our bible going forward.

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Phase 3

Define your brand touchpoints

How does a (potential) customer get in contact with your business?**
What are the touchpoints online and offline?


We come up with a list of potential touchpoints that we prioritze.


List of selected brand touch points that will be part of deliverables.

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Phase 4

Design different stylescapes

Visualizing different design ideas is essential. We want to present them with confidence and clarity, knowing that we are all aligned moving forward.

Getting ideas across with just words can be tough. Even if we speak the same language, the picture in your head is hard to describe.

This is why we design stylescapes.StylescapesDefinition:
“You might know them as mood boards, style tiles, or tear sheets. A Stylescape is a curated collection of images, textures, typography, and colors that communicate a certain look and feel. It defines the visual direction and gives clients a crystal-clear picture of the deliverables ahead.

Stylescapes™ are designed to be shared with clients before the visual design phase to make sure everyone’s in agreement with the direction. When you and the client sign off on a modern, clean, and simple design, you have a visual reference tool to communicate exactly what that might look like.”

- Chris Do, Founder of Blind and The Futur.

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In a client workshop we present various stylescapes for you to choose from.

“Stylescapes™ help to close the imagination gap and get clients to see what you see. Both parties can get on the same page about the design direction from the get-go, and have something to reference throughout the project.” - Chris Do, Founder Blind strategy.


Stylescapes that consider and reflect the previously selected brand touchpoints.

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Phase 5

Explore your visual identity

We start shaping your visual identity, once we agreed on a style and direction.


In an iterative design process we start with the branding fundamentals and extend it to the entire brand spectrum (branding touchpoints).

Starting with a logo (re-)design is typical. From there, we create a set of visual concepts accompanied by mood boards to depict the new identity of the company.


Logo, color palette, fonts, iconography, imagery, illustration, art work and any brand collateral to amplify your voice.

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Phase 6

Write design specifications

We build brands that inspire. Branding is about expressing a company’s personality and values, building a comprehensive and consistent experience that resonates with customers and nurtures lasting relationships. It only makes sense to capture all these impressions in one place. place.


In a thorough document we reference all elements of your corporate identity and provide design guidelines.


Logo design, identity system and branding guidelines

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Go to workpackage 02

Gain insights around the users’ needs, emotions, behavior and motivation