A new business or offer
Customers need to understand what you do and why it matters.
01Branding & Brand Strategy
A brand they recognize. A reason to choose you.
Positioning, language and design that make your value clear. Built around the customers you want to win.
$4,500 · $12,000 · from $25,000Refresh / Brand Build / Brand SystemA price before we start. Excludes trademark clearance and legal services, font and image licences, printing, production and media.
The first question is what your brand needs to change for the business.
Colour Roles
Typography
Aa
Logo System
Mark, wordmark
and clear space
and clear space
02When This Fits
Your business has changed. Has your brand kept up?
We help businesses launch, reposition or bring an inconsistent identity together. The right scope starts with the problem you need to solve.
A different customer
The current message attracts the wrong audience or misrepresents your value.
A fragmented presence
The website, proposals and social content feel like different companies.
A growing portfolio
Services, products or locations need a clear relationship under the brand.
Some businesses need a focused refresh. Others need new strategic foundations.
03The Brand System
The strategy gives the identity a job
We connect the business choices to how the brand speaks and looks. The approved strategy becomes the brief for creative work.
- 01 / Strategy
What you stand for
Audience, positioning, value proposition and reasons to believe. Architecture and naming when the portfolio needs them.
- 02 / Identity
How people identify you
Core messages, voice, logo system, typography, colour roles and visual language.
- 03 / Applications
How the system gets used
A defined set of templates and launch materials for the touchpoints in your scope.
The Parts, in Order
- 01Position line
- 02Typeface
- 03Colour roles
- 04Symbol
- 05Pattern
Applied Across the Touchpoints in Your Scope
Packaging Vehicle Livery Web
Illustrative — abstract compositions in Point Higher’s own tokens, not client artwork.
Strategy, identity and applications are one system: the position decides the brief, the brief decides the expression, and the expression is only ever applied to the touchpoints named in your scope.
Website builds, campaign management and ongoing content production have separate scopes. Brand assets give those teams a shared starting point. We establish that starting point with evidence from your business and your market.
04Research & Diagnosis
The brand brief starts with what customers value
We review the business, customer language and category conventions, then separate what the evidence supports from what still needs testing.
| Input | What we look for | Decision it informs |
|---|---|---|
| Business & offer | Capability, margin constraints, ambitions | What the brand can credibly promise |
| Customers & sales | Buying triggers, objections, choice criteria | Audience and message priorities |
| Competitors & category | Similar claims, visual codes, alternatives | Where and how to differentiate |
| Current brand & touchpoints | Recognition, inconsistency, usable assets | What to retain, change or retire |
We agree research depth before starting. Customer interviews, recruitment, surveys and additional markets require an explicit scope and budget. The evidence narrows the positioning choices before we write or design.
05Positioning
A position your business can actually deliver
From our work for The Sequel, a US resale marketplace selling verified pre-owned goods, where part of every transaction supports a local charity.
Strategic Territory
Give things a second life. Give people a second chance.
One idea carries both halves of the offer — the product is pre-owned, the purchase funds someone else’s start. Price and purpose stop competing for the same sentence.
Customer
Value-driven buyers who want the saving first and the good deed second.
Difference to build
Verified condition grading plus a visible, trackable record of what each purchase funded.
Evidence to verify
Named charity partners, the share per transaction, and who audits the condition grades.
Client brief used with permission. Your approved positioning will rest on your own evidence, not an analogy to this one. With the position defined, the language can be written against it.
06Verbal Identity
The same promise, in words people understand
We define the message hierarchy and tone, then show how they work in a real communication format. The example continues the same brief.
Headline / Core Value
Shop smarter.
Save bigger.
Live better.
Like-new quality for less — and nothing goes to waste.
Voice / Plain and Concrete
Instead Of
“Sustainable solutions that empower conscious consumers.”
Write
“Same product. Lower price. Less waste.”
Proof the Business Can Show
- The condition grade
- The saving
- The named partner
Every claim in the hierarchy is checked against something the business can show: the condition grade, the saving, the named partner.
The voice becomes one of the criteria for the visual direction.
07Creative Direction & Validation
A visual direction with a business rationale
We present creative routes with an explanation of what each choice communicates, assess them against the approved brief, then refine the selected direction.
Strong hierarchy and useful contrast
What we check: can the main idea be read quickly?
Human language and inviting imagery
What we check: does it suit the intended customer?
Consistent structure and restrained detail
What we check: can the business support the promise?
A repeatable set of distinctive elements
What we check: does it hold together across formats?
Before handover we also test the system mechanically: small-size logo use, one-colour versions, contrast, file formats and consistency across the agreed applications. Illustrative criteria — your approved positioning determines the actual creative brief. The selected direction becomes a system your team can reproduce.
08Selected Work
G.Grant
Premium halal steakhouse and butchery, Dearborn, Michigan. Built pre-opening, from platform to printer-ready files.
| Element | In the delivered system |
|---|---|
| Scope | Strategy + Identity + Applications |
| Category | Hospitality / Retail |
| Type system | Two typefaces |
| Colour system | Five colours with print references |
| Delivered | Brand platform, tone of voice, logo family and icon, two-typeface system, five-colour palette with print references, brand pattern, packaging, stationery and wax seal, uniform, vehicle livery, interior signage direction and social templates. |
| The 1871 date | The 1871 date in the mark refers to the meat-trade lineage the brand draws on, not the year the business was founded — the wording is fixed identically across every asset. |
| Renders | Renders show approved design intent; final production follows the printer’s specifications. |
The same system, built for a digital-first business, looks like this.
09Selected Work
The Sequel
US resale marketplace. The positioning and language above come from this brief.
| Element | In the delivered system |
|---|---|
| Scope | Strategy + Identity + Applications |
| Category | Marketplace / E-commerce |
| Type system | Three levels, including a dedicated face for social |
| Colour system | Six colours with print references |
| Delivered | Brand strategy and core values, logo and standalone symbol, a three-level type system including a dedicated face for social, six-colour palette with print references, brand pattern, web direction, stationery, packaging and shipping materials, merchandise and a content style guide for social. |
| Renders | Renders show approved design intent; final production follows the supplier’s specifications. |
Whatever the category, the handover has to leave your team able to work.
10The Handover
Brand guidelines and working assets
Your scope lists the final assets, editable formats and usage rights. We hand over the approved system with examples and a walkthrough.
| Deliverable | What it contains |
|---|---|
| Brand strategy | Audience, positioning, value proposition and evidence requirements. |
| Verbal guidelines | Message hierarchy, voice principles and approved copy examples. |
| Visual guidelines | Logo rules, clear space and minimum sizes, colour roles, type, layout and image direction. |
| Asset library | Vector logos (SVG / PDF), PNG exports and agreed source files. |
| Application templates | Editable layouts for the formats named in the project scope. |
We document font and image licences separately. Print files follow the agreed printer specifications. Final rights and transfer terms appear in the agreement. A launch plan then assigns the right assets to the right teams.
11Launch & Activation
One brand brief for every delivery team
The rollout plan prioritises customer-facing touchpoints and assigns owners. Your internal team or existing partners can implement the approved system.
Website development
Page messaging, design direction and brand assets.
Google Ads & Meta Ads
Message territories and visual rules for campaign creative.
SEO & content
Language and brand context for content briefs.
Fractional CMO
Rollout priorities, ownership and ongoing governance.
Approved brand brief → positioning, core messages, visual rules and asset library
Implementation, media budgets, content production and ongoing management are separate services. We avoid repeating approved strategic work. Each stage of the project resolves the next creative decision.
12The Project
Four stages, four gates
Weeks shown are for a full Brand Build. We confirm the schedule around scope, research access and your review availability. One client decision-maker consolidates feedback at each stage.
Discover
Review the starting point, gather inputs and agree the brief.
Approval Gate Scope and inputs
Define
Approve the position and the core brand language.
Approval Gate Strategic direction
Design
Select a creative route and refine the identity in context.
Approval Gate Chosen identity
Equip
Finish the guidelines, assets and agreed applications.
Approval Gate Handover acceptance
Discovery is the first stage of the project, not a separate purchase. A stage does not start until the previous gate is approved; delays in feedback or inputs move the remaining dates by the same amount. The scope you choose decides how far the work goes after Discover.
13Scope & Investment
Three scopes. A price before we start.
You can commission the scope you need without buying every Point Higher service.
Refresh
$4,500USD / project2–3 weeks. The name and recognition stay; the expression is inconsistent.
- Positioning update
- Message hierarchy
- Logo cleanup and usage rules
- Colour and type system
- 3 application templates
- 1 revision round
Billed 50/50Discuss Refresh
Brand Build
$12,000USD / project5–7 weeks. A new business, a new audience, or a position that no longer fits.
- Research and diagnosis
- Full strategy: audience, positioning, reasons to believe
- Verbal identity and tone of voice
- 3 creative routes, 1 developed
- Full visual identity and guidelines
- 8–10 application templates
- 2 revision rounds
Most projects · billed across three milestonesDiscuss Brand Build
Brand System
From$25,000USD / project8–12 weeks. Several services, products or locations under one brand.
- Everything in Brand Build
- Brand architecture and sub-brand rules
- Naming where the portfolio needs it
- Extended guidelines and governance
- 15+ application templates
- 3 revision rounds
Billed across three milestonesDiscuss Brand System
Add-Ons
Naming
A new name for the business, a product or a line, chosen against agreed criteria. Legal trademark clearance is separate.
$3,500- Naming criteria agreed from your positioning
- Exploration across several naming directions
- Availability checks before you choose
Added research
For when the brief needs more evidence than the standard diagnosis. We agree the depth, sample and budget with you before it starts.
Priced after discussion- Customer interviews, including recruiting the right people
- Surveys of your customers or market
- Research into additional markets
Extra template
One more editable layout beyond the formats in your scope — during the project or after handover.
$250Per format- An editable layout in the agreed source format
- Built on the approved identity and guidelines
- Can be ordered after handover
Refresh is billed 50/50. Brand Build and Brand System are billed across three milestones. Prices exclude trademark clearance and legal services, font and image licences, printing, production and media.
14FAQs
Before you decide
01Can we keep our existing logo?
Yes. We assess whether the issue is the mark, its use, or the positioning around it. Refresh exists precisely for that case.
02What if we dislike the direction?
We compare concepts against the approved brief, then refine the selected route within the agreed rounds. A new brief may change the scope.
03Do we receive editable files?
You receive the agreed final assets and source formats under the contract terms. Third-party font and image licences remain separate.
04Can our existing partners use it?
Yes. We hand over guidelines and assets for your team and partners. Ongoing creative production and brand oversight are optional.
Branding changes what customers understand and remember. It does not, on its own, guarantee sales growth or explain a revenue change.
↗Your Next Step
What should your brand make clear?
Tell us what you are launching or changing, and what customers need to understand about it.
01 / Your goal
Business goal + audience
02 / Your starting point
Current assets
03 / Your priorities
Priority touchpoints