Branding & Identity

Strategy first.
The visuals follow.

A brand that holds up across every touchpoint starts with positioning, not a mood board. We do the strategic work first — then build the identity to match it.

brand-system.v1 — teamORQ identity
teamORQ
Brand Identity System · v1.0
display Space Grotesk
body Inter — clear at every size
mono JetBrains Mono
Brand statusActive · v1.0
DeliverablesLogo suite · Guidelines · Assets
What we actually do

Strategy before aesthetics. Systems over one-offs.

Every branding engagement starts with understanding the business, not opening Figma. We define positioning, voice, and visual direction before a single asset is designed — then build a system your team can use without a designer in the room.

Brand Strategy & Positioning
Audience definition, competitive positioning, messaging hierarchy, tone of voice. The foundation before any visual work begins.
Logo Design & Visual Identity
Wordmarks, icons, symbol systems. Delivered in all formats — SVG, PNG, dark/light variants, size-specific versions.
Brand Guidelines
Comprehensive documentation: logo usage rules, colour system, typography, do’s and don’ts. Designed to be used, not filed away.
Design Systems
Component libraries, token systems, and design-to-dev handoff documentation for digital products. Figma-based, production-ready.
Marketing Collateral & Templates
Pitch decks, proposal templates, social media kits, email headers. Built to the brand system — consistent across every touchpoint.
Brand Refresh & Rebrand
Updating an existing identity without losing brand equity. Evolving what works, replacing what doesn’t. Structured rollout plan included.
Brand transformation

Same client, same goals — better answers.

Two examples. Drag the handle to compare before and after. Hover the markers to read the decisions behind each change.

law.firm.client — comparison view
CH
CARTWRIGHT & HALE
CHARTERED ACCOUNTANTS  ·  EST. 1987
“Your trusted partner in finance” CALL: 020 7946 0892
img/stock-team-handshake-04.jpg

Welcome to Cartwright & Hale

With over 35 years of experience, our team of dedicated professionals provides comprehensive accounting and tax advisory services to businesses of all sizes across the region. We pride ourselves on delivering excellence in everything we do.

  • Tax planning & compliance
  • Year-end accounts preparation
  • Business advisory services
  • Payroll & bookkeeping
Cartwright&Hale
A practice founded 1987

Better numbers.
Better decisions.

Tax and accountancy advice for owners and directors who want a straight answer — not a memo. Three decades of advisory work, distilled to plain language.

Book a clarity call
01Tax strategy
02Year-end accounts
03Advisory
04Payroll
MARK
Wordmark over icon. The ampersand carries the weight.
TYPE
Editorial serif headline. Hierarchy by size, not weight.
VOICE
Short sentences. No "leverage", no "trusted partner".
CTA
A specific action — not "click here".
PALETTE
Two neutrals, one accent. Warm cream, ink, burnt umber.
WHAT WENT WRONG · WHY THE BRAND LET THE BUSINESS DOWN
    How we approach it

    No surprises. No handoffs. Just work that ships.

    Four stages. The same team throughout. You speak to the same people from discovery to delivery.

    01
    Discovery
    We audit what exists.

    Existing assets, audience perception, competitive landscape, verbal and visual gaps. We document what you have before we decide what to change.

    02
    Strategy
    We define the position.

    Messaging hierarchy, tone of voice, visual direction — documented and approved before Figma opens. Strategy is the brief the design answers to.

    03
    Design
    The identity is built to it.

    Wordmark, colour system, typography, usage rules. Refined until it’s right, not until it’s late. The strategy keeps every decision honest.

    04
    Delivery
    Everything handed over, complete.

    Figma source files, SVG exports, brand guidelines, asset library. Production-ready on day one. Your team shouldn’t need us to use what we built.

    Case studies

    Branding & Identity in practice.

    Built to be used, not just presented.

    See all Branding & Identity case studies →
    7.
    Days to deliver a 66-page look book
    Essajees Atelier

    Mumbai-based interior design atelier with a precision deadline. Layout, typography, imagery sequencing, and print-ready artwork — publication-quality output delivered in 7 days without compromise.

    25+
    Countries where the brochure was sent
    Red Dot Representations

    Travel representation firm operating across 25+ countries. Complete print collateral suite — product brochure, company brochure, and visiting cards — built to walk into any boardroom or tradeshow.

    1st
    Time the brand outsourced any work to an agency
    Hill Fort Capital

    Venture capital firm commissioning their first annual report — the first external engagement they had ever undertaken. Designed to communicate credibility, rigour, and the weight of a full year's work.

    What you get

    A system, not just a logo.

    Every branding engagement produces a complete, production-ready identity system — not a collection of files that need a designer to interpret.

    • Brand strategy & positioning document
    • Full logo suite — SVG, PNG, dark/light/icon variants
    • Colour system & typography specification
    • Brand guidelines PDF — designed for daily use, not a drawer
    • Production-ready asset library (Figma source & all export formats)
    Who this is for

    Not every business. The right ones.

    01
    New businesses starting right

    No existing identity, no legacy constraints. The right time to do it once and do it properly — strategy first, system built to last, assets ready for day one.

    02
    Established businesses that have outgrown their brand

    Your business has evolved. The brand hasn’t kept up. A rebrand doesn’t mean starting over — it means being intentional about what stays, what changes, and why.

    03
    Agencies needing white-label brand delivery

    We work under NDA, your brand forward. Your clients never know we exist. No account manager between you and the work — the people on the brief are the people building the system.

    It was exactly the publication we had in mind — we just couldn’t have asked for anything better.

    Vareena D’silva — Lead AIF Operations & Projects, Hill Fort Investment Managers
    FAQ

    Common questions

    See all FAQs →

    Brand strategy, visual identity (logo, colour, typography, iconography), and a complete brand system — the rules that make the brand consistent across every touchpoint. We also produce a brand guidelines document your team and any vendors can work from independently.

    The brand system covers visual identity — how the brand looks and behaves. Full website design is part of a development engagement. Marketing collateral we handle on a case-by-case basis, often as a follow-on once the core identity is locked.

    Yes. A brand refresh or evolution is a common brief. We'll audit what's working, what isn't, and what's worth keeping before suggesting any changes. The goal is always to strengthen what's already there — not to replace for the sake of it.

    Yes — in some ways it's the cleaner brief. We can start from positioning and naming if needed, through to a complete identity ready for launch. Starting from scratch means no legacy constraints, which often produces something more coherent.

    Meaningfully involved — especially at the start and at key decision points. Brand work requires understanding your business, your customers, and what you're trying to communicate. We can't do that without your input. Beyond those touchpoints, we move independently and present work for review rather than running endless workshops.

    A full brand identity — strategy through to final guidelines — typically takes 6–10 weeks. The timeline depends on how quickly feedback rounds move and how many decision-makers are involved on your side. We'll scope the specific timeline in the proposal.

    Yes — all of them. Figma files, vector source files, exported assets in every format you'll need, and the brand guidelines document. Everything transfers to you on final payment. You won't need to come back to us every time you need a new asset size.

    Branding is a fixed-fee engagement scoped before work begins. The fee depends on the depth of the brief — a full brand identity from strategy through to guidelines is a larger engagement than a focused visual refresh. The number of concept directions and revision rounds is agreed as part of the scope, so there's no ambiguity about what's included. There is no minimum project size — a focused brief is as welcome as a full brand identity engagement.

    A brand your team can use.
    From day one.

    We deliver more than a logo. Strategy, system, guidelines, and assets — handed over in full, production-ready. The identity that holds up everywhere.

    NDA-AVAILABLE  ·  NO ACCOUNT MANAGERS  ·  STRATEGY-LED, EVERY TIME

    Start a conversation  →
    SubjectOur new brand is live.
    LM
    Lema
    Timeless style. Modern essence.

    After months of work, our new brand identity is ready to share. Consistent. Considered. Ours.

    Explore the brand guide  →