A brand you can actually own.
"Clean," "natural," "thoughtful," "sustainable" — rented language every competitor uses. My work is finding the language nobody else can say truthfully, then writing it into every customer touchpoint.
Most brands have a voice doc that says "warm but professional, friendly but expert" — vibes, not rules. The docs I write are operationally useful: approved language, rejected language, tone rules per channel, content cadence. Portable across team and AI.
- ›Logo and wordmark design, built in Illustrator and delivered in every format you will actually need
- ›Visual system: color palette, type scale, spacing and imagery rules, so the brand holds together off the homepage
- ›Brand guidelines document your printer, your developer and your next hire can all follow
- ›Voice review — scan every product page, article, ad, and email for off-brand language
- ›Voice document — approved/rejected language with rationale, tone rules per channel, example rewrites
- ›Cleanup pass — rewrite every flagged violation in voice (Ceremony’s was 19 hits cleared to zero)
- ›Content cadence calendar — what to publish where and when, around the voice you own
- ›AI prompt scaffolding — voice doc converted into Claude/GPT prompts so AI-assisted content stays in voice
The test I run on every line: "Could a competitor say this without lying?" If yes, it’s rented — cut it. The work is finding what’s specifically true about THIS business that nobody else can claim. For Ceremony it was "preservative-free shampoo powder, made in small batches on Kaua’i." For Da Life it was "rappel a 60-foot Kaua’i waterfall." Specific, ownable, true. The same filter runs on the visual side: if the logo, palette and photography could belong to any competitor in your category, they are not yet an identity. I build both layers, the visual and the verbal, because a brand that looks one way and talks another is not a brand yet.
Review only: The Roadmap ($497) includes a full review of this and the rest of your stack.
Build or launch: included in The Setup ($3,500, 30-day sprint).
Ongoing: continues monthly in The Retainer ($1,500/mo). Capped at three brands.