Your identity system is the simple, repeatable way your brand looks and feels everywhere. It is a small set of choices—colors, fonts, spacing, image style, and a few rules—that make every page and post feel like “you.” The goal is not fancy art. The goal is clarity and consistency so people recognize you at a glance and trust what they see.
This is for teams that need a clean, dependable look they can use right away. Maybe your pages all look different. Maybe your logo is fine, but the site feels messy. Maybe your product UI and your marketing do not match. An identity system fixes that by giving everyone the same simple kit and the same easy rules.
You leave with a small, easy-to-use kit and a short guide. The kit includes a primary color and a few supporting colors, clear font choices for headings and body text, simple spacing and layout rules, a button style for actions, a link style for text, and a basic image direction so photos and illustrations feel consistent. The guide shows how to use the kit on web pages, in product screens, and in common situations like social posts and emails. Everything is plain enough that anyone on your team can follow it.
System means repeatable choices. If your main color is blue, we define the exact blue and where to use it. If your heading font is bold, we set the sizes and when to use each size. If your button is rounded, we set the corner style so it looks the same on every page. These small rules add up to a steady, trustworthy feel.
Colors. One primary color for important actions and highlights, a few neutrals for backgrounds and text, and optional soft tints for sections. We pick colors that work on screens and pass basic readability checks, especially for text over backgrounds.
Typography. One font family used in two weights so everything loads fast and looks clean. We set a simple scale for headings and body text, so H1, H2, and H3 are clear, and paragraphs are easy to read on phones and desktops.
Spacing and layout. A simple spacing rhythm so sections feel even and calm. We define how much space sits around headings, paragraphs, and buttons so pages do not feel cramped or scattered.
Buttons and links. One button style for the main action and a clear hover and focus behavior so the button feels alive and easy to use. One link style for text so links are easy to spot and consistent everywhere.
Imagery and icons. A light direction for photos or illustrations so pictures feel like they belong together. For icons, we choose a style that is simple and clear, and we set rules for size and stroke so the set looks unified.
Motion basics. If you want subtle movement, we define short, gentle timings for hovers and transitions. We keep motion optional and always respectful of people who prefer less animation.
Accessibility basics. We check contrast so text is readable. We make sure focused elements like links and buttons have a visible focus state for keyboard users. We aim for clear, plain language that is easy to scan.
This is not a long, complicated brand book. It is not a full rebrand with months of exploration. It is not a custom illustration library or a complex logo refresh. If you need any of those, we can add them later. We start small so you can move fast, then grow the system as needed.
We move through four simple phases. First, we learn where you are now and gather examples. Second, we show two or three clear directions that fit your product and audience. Third, we choose one direction and turn it into a small kit with simple rules. Fourth, we test the kit on real pages and adjust anything that feels off. You end with a kit that is proven on your actual content, not just in a slide.
We start with a short call and a shared folder. You show us your current site, product screens, and any materials you are using. We look for the good parts to keep and the messy parts to fix. We also look at a few companies your customers might compare you to. The goal is not to copy anyone. The goal is to understand what “clean and trustworthy” means in your space and for your audience.
We present a few clear options. Each option includes a primary color, supporting colors, heading and body fonts, a basic spacing feel, a button and link style, and a quick look at how a section of your homepage could appear. We talk through the strengths of each option and how it might fit your brand voice and product.
We pick one option and make it real. We write down exact color values, set heading and paragraph sizes, finalize button and link styles, decide on image tone, and clean up spacing. Then we apply the kit to a few real pieces of content. This could be your hero section, a features block, and a short “how it works.” The test shows us if anything needs adjustment before we call it done.
We create a short, plain-language guide that shows the kit in action and explains the rules in simple terms. The guide answers questions like which color to use for the main action, how large headings should be on mobile, how much space to put between sections, how to style a link inside a paragraph, and what kind of images fit. We show you where files live, how to apply the kit on new pages, and how to keep things consistent as your team grows.
Most identity systems take around two to three weeks. The exact time depends on how quickly we can make decisions and how many examples we test. If you respond to drafts within a day, we can usually keep the pace steady from first call to final handoff.
We need one decision-maker, a fast way to share links and screenshots, and a small set of real content to test with. If you have a logo that you plan to keep, we will use it. If you do not have a logo, we can create a simple wordmark as part of the kit so your name looks clean and consistent while we focus on shipping.
We keep feedback practical. If a heading feels heavy, we reduce the weight. If a color feels too loud, we soften it or find a calmer accent. If a section feels cramped, we add breathing room. We do not debate style for style’s sake. We test the choices on your real content and adjust until it reads easily and looks steady.
Choosing a primary color. We pick a color that supports your message and stands out just enough to guide attention without shouting. We make sure the color works for buttons and small highlights and that it still looks like you when converted to black and white.
Picking fonts. We choose something available, legible, and friendly to load times. A bold, clean heading and a readable body text often do more for trust than an unusual typeface. If you have a special font in mind, we can test it against readability and speed before we commit.
Setting heading sizes. We make headings large enough to scan on phones and desktops. We write short, strong headings so people can skim and still understand.
Balancing color and white space. We use color sparingly for actions and highlights, and let white space do the heavy lifting so pages feel calm.
Readable contrast. We make sure text stands out from the background so it is easy to read for most people, not just for designers with large monitors. Clear focus states. Links and buttons show an obvious outline when you use the keyboard. Helpful text. We avoid pale grays on white and tiny fonts that force people to squint.
We give you the kit in a format your team can use. If you work in a design tool, we provide a clean file with the styles set. If you work in a CMS, we provide the values and examples so your developer or editor can enter them easily. If you need exports of a simple wordmark or basic icons, we provide common formats. We show you where everything lives and how to update it later.
Cost depends on scope. A basic identity system with color, type, spacing, buttons, links, and a short guide is on the simpler end. If you add extra work like a fresh logo, custom illustration, or deep product UI patterns, we adjust the scope. We agree on a clear number before we start, and we do not add surprise fees.
Bring two or three pages you use today and a few screenshots from your product. Share a couple of examples you like, even if they are from other industries. A sentence about how you want people to feel when they see your brand is helpful too. Words like calm, energetic, straightforward, or premium help us aim.
Before. Pages with different fonts, too many colors, and buttons that change shape from screen to screen. After. One calm heading style, one readable body style, one main button that repeats, and a few trusted colors that appear in the same way each time. The result is a site that feels familiar and easy to use. People stop guessing and start moving.
Once the kit is set, you can use it on your homepage, product pages, onboarding, emails, and ads. Many teams follow this project by updating their website or building a new landing page. If you want ongoing help, we can support monthly improvements. If you want to run with it yourself, the guide gives you everything you need.
If you need the words first, see the Messaging System. If you want to launch a clear, fast page using your new look, see Web and Landing Pages. If you want to get everything in motion quickly, start with a Capture Sprint. For steady progress month by month, visit Creative Retainers.
If you want a look that is simple to use and easy to trust, we can help you set it up and show your team how to keep it steady. Tell us what you want to make happen in the next 90 days. If we are not the right fit, we will say so and recommend someone who is. Start a project.
Clear words, a simple look, and a page that guides the next step. That’s how we turn quick attention into real action.
New here? Read What is branding.