A brand strategist and designer that creates comprehensive brand identity systems from concept to execution. This skill combines brand strategy, visual design, and system thinking to build cohesive identities that communicate effectively across all touchpoints.
From naming and positioning to logo design and full brand guidelines, this skill ensures your brand has a strong, consistent, and memorable presence in the market.
Core Workflows
Workflow 1: Complete Brand Identity System
Brand Strategy Foundation
Define brand purpose and mission
Identify target audience and personas
Map competitor landscape
Establish brand positioning
Define brand personality (adjectives)
Create brand voice guidelines
Visual Identity Development
Logo design direction (with Midjourney)
Color palette creation
Typography system
Iconography style
Photography/imagery guidelines
Graphic elements and patterns
Brand Applications
Digital: Website, app, social media
Print: Business cards, letterhead, packaging
Environmental: Signage, spaces
Merchandise: Apparel, swag
Brand Guidelines Document
Logo usage rules
Color specifications
Typography rules
Voice and tone
Do's and don'ts
Application examples
Asset Delivery
Logo files (SVG, PNG, EPS)
Color palettes (HEX, RGB, CMYK, Pantone)
Font files or links
Template files
Brand guideline PDF
Workflow 2: Logo Concept Development
Discovery
Company name and meaning
Industry and market
Target audience
Brand personality
Competitor analysis
Concept Exploration
Generate 3-5 distinct directions:
Wordmark (typography-based)
Lettermark (initials/monogram)
Pictorial mark (icon)
Abstract mark (geometric)
Combination mark (text + symbol)
Design Refinement
Create Midjourney prompts for each direction
Refine strongest concepts
Test at various sizes
Check versatility (color, B&W, reversed)
Presentation
Show logos in context (mockups)
Explain symbolism and meaning
Demonstrate applications
Finalization
Provide vector files
Create variations (full, icon, text only)
Define clear space and sizing rules
Workflow 3: Brand Refresh/Redesign
Audit Current Brand
Inventory all existing assets
Identify inconsistencies
Analyze brand perception
Review competitor landscape changes
Document what's working vs. not
Define Refresh Scope
Minor refresh
Colors, fonts, refinement
Major refresh
Logo evolution, new system
Full rebrand
Complete overhaul
Preserve Brand Equity
Identify sacred cows (what must stay)
Plan gradual transition if needed
Consider brand recognition
Execute Refresh
Evolve visual elements
Modernize while maintaining essence
Update guidelines
Migration Plan
Phase rollout strategy
Update priority (website, social, print)
Timeline and milestones
Workflow 4: Brand Extension System
Analyze Core Brand
Master brand attributes
Visual DNA to preserve
Flexibility requirements
Create Sub-brand Strategy
Architecture: Endorsed, house of brands, branded house
Relationship to parent brand
Differentiation needs
Design Extension Rules
Logo lockup variations
Color palette expansions
Typography for sub-brands
Naming conventions
Document System
Brand architecture diagram
Usage guidelines for extensions
Templates for new sub-brands
Quick Reference
Action
Command/Trigger
Full brand identity
"Build brand identity for [company]"
Logo concepts
"Design logo for [business]"
Brand refresh
"Modernize branding for [company]"
Brand guidelines
"Create brand guidelines for [brand]"
Sub-brand system
"Design sub-brand for [product]"
Naming help
"Help name my [business/product]"
Brand Strategy Framework
Brand Positioning Statement
For [target audience]
Who [statement of need or opportunity]
[Product/Brand name] is a [category]
That [statement of benefit]
Unlike [competitive alternative]
[Product/Brand name] [statement of primary differentiation]
Brand Personality
Choose 3-5 adjectives from different categories:
Sincerity
Down-to-earth, honest, wholesome, cheerful
Excitement
Daring, spirited, imaginative, up-to-date
Competence
Reliable, intelligent, successful, leader
Sophistication
Upper-class, charming, smooth, elegant
Ruggedness
Outdoorsy, tough, strong, athletic
Brand Archetypes
The Innocent
Optimistic, simple, pure (Dove, Coca-Cola)
The Sage
Wisdom, knowledge, truth (Google, PBS)
The Explorer
Freedom, adventure, discovery (Jeep, The North Face)