Brand Identity

The Consultant shall develop a cohesive brand identity system based on the Client’s business objectives, target customer, product category, positioning, and intended

market. The scope may include:

• Brand discovery and understanding of the Client’s vision, values, target audience, market segment, competitors, pricing position, and future growth direction.

• Development of brand positioning, value proposition, brand personality, tone, and overall communication direction.

• Development or refinement of the brand story, brand narrative, key messaging direction, and customer-facing communication themes.

• Primary logo development and, where agreed, secondary logo, wordmark, monogram, icon, or simplified logo variations.

• Development of an approved colour palette with primary and supporting colours.

• Typography selection and hierarchy for brand headings, subheadings, body text, and supporting communication.

• Development of the overall visual identity direction, including recommendations for graphic language, imagery style, layout approach, packaging direction, and social media visual consistency.

• Preparation of basic brand guidelines covering approved logo usage, colour references, typography, clear space, minimum sizing, incorrect logo usage, and basic visual application examples.

• Preparation and handover of approved final brand identity files in mutually agreed formats after completion of the project and settlement of applicable payments.

• The Brand Identity Development scope does not include trademark registration, legal clearance, professional naming services, domain purchase, commercial font licence fees, photography, videography, printing, packaging production, or advertising campaign execution unless separately agreed in writing.