Identity that holds across every channel

DETALHE BRUTAL, UNIPESSOAL LDA builds brand identity systems — not isolated logo files — that give your team, partners, and agencies a shared language for how your brand looks, sounds, and behaves. Consistency builds recognition; recognition builds trust; trust supports conversion.

Our work spans visual identity (logo, colour, typography, layout principles) and verbal identity (tone of voice, messaging hierarchy, copy patterns). Everything is documented in practical guidelines and organised asset libraries so execution stays aligned whether content is produced in-house, by us, or by third parties.

From startups establishing a first identity to established businesses refreshing a dated presence, we design systems that scale — from a business card to a product page, from a LinkedIn post to a printed catalogue — without losing coherence.

02 · Scope

What’s Included

Visual, verbal, and operational identity

Brand engagements are scoped to your stage — from foundational identity to full system refresh. Typical components include:

Brand discovery — workshops to define purpose, values, personality, positioning, and differentiation relative to competitors
Visual identity design — logo suite (primary, secondary, mark, favicon), colour palette with accessibility ratios, and typography pairing
Design system foundations — spacing scales, grid rules, icon style, photography direction, and illustration guidelines
Tone of voice — voice attributes, writing principles, vocabulary guidance, and before/after copy examples
Messaging framework — value proposition, proof points, audience-specific messaging, and headline patterns
Brand guidelines document — comprehensive PDF or web-based guide covering logo usage, colour, type, imagery, and voice
Asset library — organised folder structure with export formats (SVG, PNG, PDF) and naming conventions for internal use
Template suite — social media templates, presentation deck, email header, and business stationery where applicable
Digital application mockups — homepage, social profile, and key collateral previews showing the identity in context
Handover & training — walkthrough session for your team on applying guidelines and requesting assets correctly

03 · Process

How We Work

Discovery to living system

Brand projects follow a creative process with clear review gates so direction is agreed before refinement begins.

Immersion & research — stakeholder interviews, competitive visual audit, and audience perception review
Strategy alignment — confirm positioning, personality traits, and design territories before visual exploration
Concept development — present 2–3 distinct creative directions with rationale for each approach
Direction selection & refinement — iterate on chosen concept across logo, colour, type, and sample applications
System expansion — build out full identity suite, templates, and verbal guidelines from approved direction
Guidelines & asset production — compile brand book, export all file formats, and organise the asset library
Review & approval — final presentation with mockups across key touchpoints for sign-off
Launch support — optional assistance rolling out the new identity on website, social profiles, and collateral

04 · Outputs

Deliverables

Everything needed to stay consistent

You receive production-ready files and documentation — not concepts that require further interpretation to use.

Complete logo suite in vector (SVG, AI/EPS) and raster (PNG) formats with light and dark variants
Defined colour palette with HEX, RGB, CMYK, and Pantone references where applicable
Typography specification with web font integration guidance and fallback stacks
Brand guidelines document (PDF and/or hosted web version) covering all identity rules
Tone of voice guide with writing examples for web, social, email, and formal communications
Organised asset library with folder structure, naming conventions, and usage notes
Template files for social posts, presentations, and stationery in editable formats
Application mockups demonstrating identity across digital and print touchpoints
Source files and ownership transfer with no ongoing licensing restrictions on core identity assets

05 · Fit

Ideal For

Brands at pivotal moments

Identity work delivers the strongest return when visual and verbal inconsistency is actively costing you credibility or slowing down production.

Startups and scale-ups launching a product or entering a market for the first time
Businesses outgrowing an informal or DIY visual presence that no longer reflects their quality
Companies merging, pivoting, or expanding internationally who need a unified identity
Marketing teams frustrated by inconsistent output across agencies, freelancers, and internal designers
Organisations preparing a website rebuild or e-commerce launch that requires a cohesive design foundation
Founders who understand that brand is a system, not a logo file dropped into a folder

06 · Related

Related Services

Identity in context

A brand system reaches its full potential when supported by strategy, digital execution, and visibility:

Digital Strategy — positioning and messaging pillars that inform identity direction from the start
E-Commerce Development — store design that applies your identity system to product pages and checkout
Search & Visibility — content and metadata that reflect brand voice in organic search results

Explore related services

Discuss your brand project with us at info@detalhebrutal.com.