Guides & knowledge

A collection of guides on branding, design and digital experiences. Useful knowledge, practical approaches and ideas you can put to work.

Brand audits: understanding what's working before changing anything

Before replacing the identity, changing the message or commissioning another website, understand what's working, what's not and why.

Brand guidelines: building a system people actually use

A good set of guidelines should make people more confident using a brand, not more dependent on the designers who created it.

Rebranding: what to change, what to keep and how to get it right

A new identity might be part of the answer. The challenge is understanding what should change, what deserves to stay and how to make the new direction work.

Brand experience: connecting strategy and customer perception

Ensure a consistent brand experience by connecting brand strategy, identity, digital touchpoints and the customer journey.

Brand strategy: a practical guide to positioning your business

How to develop a brand strategy, define your positioning, differentiate and turn strategic thinking into business decisions.

Brand identity: how to build a distinctive brand beyond the logo

Shape a distinctive brand identity, from logos and typography to visual systems, brand guidelines and real-world applications.

A collection of guides on branding, design and digital experiences. Useful knowledge, practical approaches and ideas you can put to work.

Recent guides

Brand positioning: standing out isn't enough