FAQs

Yes. We don’t use AI in the creation of your visuals. We do not ideate using AI and we do not use AI assets in final designs.*

We ask for the same courtesy. Please don’t email us AI feedback or iterate on our work using AI. During the concept phase, the work is still our intellectual property and we aren’t using it to train AI.

Feeding the work into AI makes it harder to guarantee your logo will remain unique to you and gives the AI company rights to the work.

AI creations are difficult to trademark due to being trained on existing artwork, and copyright laws imply the work needs to be human-made**. This makes it difficult to truly own anything you use AI to help create.

We prefer your own, authentic reactions and feedback to our work. It’s meant to make you and your clients feel something that an AI isn’t capable of.

*We do not claim to have never used AI and we don’t expect this of you either. Tools need to be explored in order to learn your position on them. We use AI for our own admin needs. AI is also baked into many of the software we use now, such as Adobe Programs, Canva, Quickbooks, etc. Some of it is tough to avoid.

** These laws are constantly evolving, and we can’t be responsible for these changes.

The length of a typical branding project can vary, but it generally ranges from 6 to 12 weeks, depending on several factors. Here’s a breakdown of what determines the timeline:

• Brand Strategy and Discovery: If the project involves in-depth research, competitor analysis, and discovery sessions (to define your target audience, positioning, etc.), this can add 2-4 weeks to the timeline.

• Communication and Feedback Speed: The project moves faster when you’re able to provide timely feedback. We understand that life happens though, so we are always flexible. You can’t rush creativity.

• Number of Revisions: More rounds of revisions or changes can extend the timeline, especially if extra iterations are needed. We typically include two rounds of consolidated revisions on every project.

Visual brand identity guidelines (also known as brand guidelines, a style guide, or brand book) are a set of rules (strong suggestions?) that define how your visual elements should be used to maintain consistency across all platforms and materials. These help ensure that no matter where or how the brand is presented, it always looks and feels cohesive and familiar.

Key items in visual brand identity guidelines include:

• Logo Usage: Instructions on how to use the logo correctly, including layouts (horizontal, vertical, icon-only), minimum sizes, and clear space requirements. It may also include guidelines on what not to do with the logo (e.g., distorting or changing colors).

• Colour Palette: A breakdown of the brand’s primary and secondary colors, with codes for RGB, HEX for web, CMYK for print.

• Typography: The fonts that should be used for headings, body text, and any accent or display text. It may also specify font sizes, spacing, and how to apply text treatments.

• Imagery and Graphics: Guidelines on the types of images, illustrations, or icons that fit the brand’s style. This could include direction on photographic style (e.g., bright and playful, dark and moody) and graphic treatments like textures.

• Layouts and Spacing: Rules for arranging elements like logos, text, and images on various types of media (web, print, social).

• Tone and Style: Some brand guidelines also touch on the tone of voice and how copy should align with the visual identity. We provide these to Strategy clients.

The brand book is for anyone working with the brand, whether it’s in-house designers, the newspaper, a new hire, etc, to help keep consistency and grow brand awareness.

To be honest, we’ve been paid in cake before. So don’t be afraid to get creative 😆

We accept etransfer, cheque, or credit card through QuickBooks online.

We also offer two payment options:

• Collect 50% at the beginning of the project and 50% upon completion

• Invoice in 6 or 12 equal payments, at the beginning of each month

Let us know if you have a payment structure/timing in mind!

We take care of you. During our process there are many moments to give feedback and sign off on the direction. So, ideally by the time we are presenting concepts to you, you already have an idea of what’s coming and can concentrate on the excitement of rolling it out instead of giving feedback.

Our pricing for branding projects start at $5,000-$15,000, depending on the scope of the work. For smaller projects you can expect pricing at the lower end. The higher end for more comprehensive branding needs, including brand strategy, multiple logo concepts, a full brand book, and additional deliverables such as social media, marketing collateral, or website design.

We take into consideration your actual needs and goals, so you have a custom brand identity that works for you for years to come.