Brand World
If you’d rather I did it with you. Whether your brand needs writing down or building from nothing, it’s the same process. We work out on the call how much of it you need, and you get one fixed price in writing before anything starts.
Always included: your brand written down properly — what you’re for, how you sound, how you look — with your own best work as the reference and instructions built for the things you write every week, so nothing starts from a blank box. Installed on your own systems, tested on your real jobs, with a plain manual and thirty days of support to make sure it’s running as planned.
Added when you need it: the identity drawn, a site you own, built to be found.
You keep everything; nothing stops working if you stop paying me. Three weeks for the system alone; six with a site.
What moves the price: whether the identity has to be drawn, whether there’s a site and how many pages, and how many people will use it.
Fifteen minutes, free, no pitch.
What it actually is
The whole thing, on one foundation
I uncover and define what makes your brand yours, and turn it into a clear foundation. From there I define the visual world — the references, the rules and the reasoning behind them — and build the assets and templates that work from it. The site is designed on top of the same foundation, so it makes the offer obvious and moves the right people toward getting in touch. The AI system is built last, on decisions already made, so everything it produces afterwards still sounds and looks like yours.
This is the whole of the method, steps 00 through 08, run in order and handed over. It is an investment that compounds: the foundation is decided once and written down as rules the system follows, so nothing starts from a blank box again and every hour after it goes into making the work better.
How it runs
Nine steps, one hand
- 00 Brand foundation
- 01 Story
- 02 The visual world
- 03 The type
- 04 Voice
- 05 Build
- 06 Findable, fast, and legal
- 07 Check
- 08 Handover
Three weeks for the system alone; six with a site. Read the method →
What exists afterwards
Things you can point at
Your brand foundation, your visual direction and its assets, the website, and the AI system that keeps them consistent.
Your foundation, written down
brand-foundation.json and brand-foundation.md. What you’re for, what you’re against, the pillars, who it’s actually for, how you sound, the words you never use. One file a machine reads, one a person reads.
Your voice, taken from your own writing
Your rhythm, your punctuation, whether you say I or we, whether you hedge. This is what makes the difference between AI that sounds like you and AI that sounds like everyone.
Your visual world as data
visual-world.md and tokens.json. The palette and scale as values, which is what stops a brand drifting two years from now.
Your type, licensed and logged
typography.md and a licence ledger saying where every face came from, what it permits, and who has to buy it.
A custom skill you run yourself
Trained on your own brand voice, on your own account, so your writing keeps sounding like you without me in the room.
The prompt library and the recordings
prompt-library.md, plus short walkthroughs of every task, yours to keep and watch in eighteen months when you’ve forgotten.
The test
If the logo disappeared
If the logo disappeared, would the brand still feel like itself? If a competitor swapped its name into the website, would the work still make sense? If the answer is yes, the brand is not distinctive enough yet.
Who it’s for
Best suited to
- You have a strong product, service or idea but the brand has not yet caught up.
- You are rebuilding something that has become visually polished but strategically generic.
- You want senior creative attention rather than a large account team.
- You want to use AI, but you do not want the resulting work to sound or look like AI.
- You want systems your team can own rather than a permanent agency dependency.
Who it’s probably not for
- A company that needs a large production team running many simultaneous workstreams.
- A business looking for high-volume commodity content.
- A client who wants an instant AI-generated identity with minimal strategic work.
- A company that wants guaranteed rankings, guaranteed AI recommendations or manipulative search tactics.
- A team that wants every creative decision outsourced forever.
Fifteen minutes, free, no pitch.
The guarantee
What you can hold me to
I keep going until it’s right. Show up, do the work, and if we haven’t landed something you’d use, I keep working until we have, at no extra charge.
The price doesn’t move. Fixed price, defined scope. Overruns are my problem.
You own all of it. On final payment: editable files, open-licence fonts, and nothing that stops working if you stop paying me.
On being early
More of me than you will get later
Founding rate: 10% off Brand World for my first three clients, in exchange for a case study.
To protect the quality of the work, I take two clients at a time.
A brand that can keep moving without becoming generic.
Fifteen minutes, free, no pitch.