One decision-maker
Two at the most, and both on the direction call. Feedback gathered from six people after the fact is the single most reliable way to lose two weeks.
Process
Four phases. You know what happens in each one.
A brand project goes wrong in predictable ways: too many directions, feedback from people who were not briefed, and a handover that is a folder of PNGs. This is how we avoid each of those.
Week by week
What happens, and when.
Week 1
Audit
We collect everything you currently use and write down what is inconsistent, what is dated, and what is actually fine. The output is a short document with a ranked list of problems.
What we need from you
- A shared folder of current files: logo, deck, site, social, invoices.
- One 45-minute call about customers, competitors and what you sell.
- Names of the two people whose approval the project needs.
Week 2
Direction
Two routes. Each has a mark, a palette, type, and one real application so you can see it working. Each comes with the argument for it in writing, so the choice is about reasoning rather than which one looks nicer on the day.
What we need from you
- One decision call with both approvers present.
- A single consolidated response, not four forwarded emails.
- A decision within three working days of the call.
Weeks 3-5
Build
The chosen route gets drawn properly. The mark is redrawn on a grid at final size. The palette gets contrast-checked. Type gets a scale. Then we make the applications you actually send out, because a system that has never been applied is a guess.
What we need from you
- Real content: your actual deck copy, not placeholder text.
- Access to whoever will maintain the files afterwards.
- Feedback in one round per application, inside two working days.
Week 6
Handover
Source files, exported formats, fonts and licences, and a written system that explains the rules and the reasoning. Then a walkthrough call, recorded, so the person you hire in March can watch it.
What we need from you
- An hour for the walkthrough call.
- Somewhere permanent to store the files that is not one person's laptop.
- Thirty days to come back with small fixes, included.
Your side
Three things decide whether this runs on time.
Not the design. Design is the predictable part. Projects slip for the same three reasons every time, and all three are fixable before we start.
Real content
Your actual deck copy and product screens. Designing around placeholder text means designing twice.
Two-day feedback
We hold the week for you. If responses take eight days, the calendar moves and so does the finish date.
Terms
The commercial questions, answered up front.
How do payments work?
Fifty per cent to book the dates, fifty on handover. For retainers, monthly in advance. We invoice in INR, and in USD or GBP for teams outside India.
What if we want to stop after the audit?
You can. The audit is a standalone deliverable and it is yours. Roughly one in six teams reads it, decides the fix is smaller than they thought, and does it themselves. That is a good outcome.
How many rounds of revisions?
Two rounds on direction, one round per application in build. Beyond that we keep going at an hourly rate, but it is rare, because the written reasoning removes most of the circling.
Can you work faster?
Sometimes, for a rush fee, and only when the scope is narrow. We will not compress a full identity into ten days. The audit and direction phases need thinking time that cannot be bought.
Who owns the work?
You do, in full, on final payment. That includes the source files and the right to change anything. Fonts are licensed to you directly, in your name, so nothing depends on our account.
What is not included?
Copywriting beyond headlines and labels, photography, video, print production management, and ongoing marketing execution. We will recommend people for each.
Ready when you are.
Send the current material and the deadline you are working to. We will confirm whether the dates are realistic before anything is invoiced.