The brand identity template that justifies a $25K-$65K design project without getting haggled.
Brand projects get haggled because the buyer can't tell what they're getting. This template fixes that with phased deliverables (Discovery → Concept → Design → Guidelines) and three clearly-scoped tiers: Refresh, Full Identity, and Brand System. Each tier maps to a different growth-stage need.
Setup fee + monthly retainer. Round numbers. Each tier includes everything below it plus specific upgrades. The middle tier is recommended — most clients pick it.
Existing brands evolving their visual identity without a full reset
Companies launching or repositioning with a complete identity system
Funded scale-ups and established companies needing an enterprise-grade brand system
Cover, Executive Summary, Understanding Your Business, Proposed Brand Services, Our Brand Process, Timeline, Investment (3 tiers), Why Us, Case Study, Next Steps. Pricing maps to ambition: refresh, identity, full system.
Brand Refresh: $8K fixed-fee, logo refinement + color/type + 1-page guidelines + 2 revision rounds. Brand Identity: $22K, full identity system + brand book + templates. Brand System: $65K + $4,500/mo retainer, naming + verbal identity + custom typeface + motion + 60-page bible + ongoing creative direction. Anchor pricing in deliverable depth, not hours.
1) No revision policy — "unlimited revisions" kills margin. Specify rounds per phase. 2) Treating brand strategy as part of the logo project — it's its own scope. 3) Missing post-launch ownership of guidelines (they go stale). 4) Vague "brand book" deliverable — specify page count + sections.
Funded startup (Seed-Series B), founder-led brand needing repositioning, or established brand outgrowing its current identity. Buyer wants strategy not just visuals — they'll ask "why these colors" and need a real answer.
Toggle deliverables (e.g. drop motion if no video presence). Adjust revision rounds. Add/remove ongoing retainer. AI rewrites in your voice. Trackable share link with project plan visualization.
14-day free trial. No credit card. AI rewrites in your agency's voice.