What it is.
Positioning, the mark, the type system, the colour, the photography direction and the rules that hold it together. Every engagement starts here, because a website and a content engine built on a weak identity just publish the weakness faster.
We build brands for businesses that already have a real record. The job is usually to make the outside match the inside, so a buyer meeting you for the first time reads the same quality your existing clients already know about.
What you get.
- Positioning and messaging
- Logo and identity system
- Type, colour and art direction
- Photography direction
- Brand guidelines
- Templates and asset library
How an engagement runs.
Discovery
Sessions with the people who own the business and the people who sell it, alongside an audit of every existing surface. Output is a positioning document and a catalogued inventory of what the identity currently looks like in the field.
Direction
Two or three design routes, each shown applied rather than isolated: signage, a vehicle, a document cover, a phone screen. You choose one, and the strongest details from the others come across into it.
Build
The chosen route gets drawn properly. Vector mark and lockups, type scale, colour values for coated stock, uncoated stock and screen, photography direction, then the guidelines document that makes all of it repeatable.
Rollout
Templates and artwork produced for the surfaces you actually use, files transferred into accounts held in your name, and a session with your printer, fabricator and internal team so the system survives real production.
What arrives, and when.
- Brand audit
- A written and photographed record of every surface the current identity lives on, from the site favicon to the tender cover to the vehicle livery.
- Logo system
- Primary mark, secondary lockups, icon, mono and reversed versions, supplied in vector plus every raster size your platforms ask for.
- Brand guidelines
- A working document covering print and screen colour values, typography scale, photography direction, layout grid and tone of voice, with right and wrong examples beside each rule.
- Applied templates
- The everyday items rebuilt in the new identity: email signature, proposal and report templates, social profile set, and signage or vehicle artwork ready for the fabricator.
- Handover session
- A walkthrough with your team and your suppliers so the people printing, building and posting understand how the system behaves before they touch it.
Questions we get asked.
Who owns the brand files when the work is done?
You do, from the first file. Vector logo artwork, the typefaces and their licences, colour values, the guidelines document and the working files behind all of it are registered in your name and handed across as they're made. Nothing sits in an Ignis account you need permission to reach. Ownership is the starting condition, not something negotiated at the end.
Who actually does the design work?
The Ignis team in Sydney. The person drawing your logotype is the same person who later builds the website header and the ad creative, so the mark doesn't drift on its way to a real surface. You talk to the people doing the work, and the work stays in one room from the first sketch to the signage file.
What does the start of an engagement look like?
Discovery, and it's unglamorous. We sit with the people who own the business and the people who sell it, then photograph and catalogue every place the current identity already appears: the site, the vehicles, the uniforms, signage, tender covers, product labels. Positioning comes out of that, then the first design routes, shown on a facade or a ute door rather than floating on a whiteboard.
How do you measure branding when it doesn't generate leads directly?
Recognition and consistency, read against revenue rather than activity. Branded search volume and direct traffic show whether your name is being sought rather than stumbled on, and enquiry quality and close rate show whether the identity is doing commercial work once the site, the collateral and the ads all say the same thing. The report is written in those terms.
What happens if we stop working with Ignis?
You keep everything and it keeps working. The guidelines are written so an in-house designer, a printer or a signage fabricator can execute without asking us anything: colour breakdowns for coated stock, uncoated stock and screen, clear space rules, type licences, file naming, and worked examples of right and wrong beside each. Source files travel with you, not just exports. Nothing in the system depends on us staying.
We already have a logo. Do we have to start again?
Not necessarily. Plenty of established businesses hold real equity in a mark that has simply been applied inconsistently for a decade, and the work is to protect that recognition while rebuilding everything around it: type, colour, photography, layout, tone. The audit shows which parts are carrying weight and which are noise. Where a full rebuild is the right call, we say so and show the reasoning.
The rest of the suite.
Contact the Ignis Team
Send through your details and we will audit your business before we reply.