Identity

A full identity system typically includes a logo suite, colour palette, typography system, imagery and art direction style, iconography and a set of graphic devices, packaged into brand guidelines that show how it all works together. More and more projects now also include motion, 3D and AI guidance as standard. It also goes without saying that HOW+HOW includes verbal identity (tone of voice, naming, messaging frameworks) ensuring your creative is both visually and verbally aligned, and your brand world sounds as good as it looks.

Throughout development, we stress-test your identity system against real-life applications (packaging, social posts, signage, sales decks) rather than designing and hoping it translates later. This is then finalised in a flexible design system with clear rules for scaling, colour, and hierarchy, and presented through a digital-first Figma file rather than a static PDF brand book.

Of course, we can work within any existing brand guidelines for a targeted project, or use them as the starting point for an evolution rather than a full rebuild. Which approach makes sense depends on whether the guidelines are still fundamentally sound and just need extending, whether they align with a refreshed brand strategy and idea, or whether they're actually the source of the inconsistency you're trying to fix.

Verbal identity is the system that defines how a brand sounds, setting the foundations for messaging (what we say) and tone of voice (how we say it). Copywriting is the act of writing to that system, across websites, campaigns, packaging, product and everything in between. At HOW+HOW we do both, ensuring every word your business says sounds consistent, and like no one else.

How long is a piece of string? A full identity system—from strategy through to a finished, documented set of brand guidelines—typically ranges from 10-12 weeks, depending on stakeholder count, the scope of applications, and how much upfront research is needed. This can extend much further for long-term partnerships, or shorter, for more contained refreshes.

We present two to three distinct directions, each grounded in the brand strategy and built out across key touchpoints to be properly considered. Each route is initially looser, giving you more chance to collaborate, and to tell us what you like and dislike. We’ve found more directions rarely produce better decisions. It often just dilutes the thinking behind each one.

Once the project is complete and paid in full, ownership of the final identity system—including all logo files, brand guidelines, and associated IP—transfers to you. We typically retain the right to show the work in our own portfolio and case studies, which we’ve found also adds to the brand recognition.