Title: Brand Identity & Design Author: Travis McAshan Published: August 17, 2016 Last modified: December 11, 2025 --- Brand Identity & Design # Branding that wakes people up We believe a brand should feel like a calling. Our process aligns your purpose, personality, and practices—so your audience doesn’t just notice you… they believe in you. We don’t chase trends. We build tribes [Let’s Talk Branding](https://www.glidedesign.com/services/branding/?output_format=md#contact) ![Brand Identity & Design](https://www.glidedesign.com/wp-content/uploads/Branding- icon-color.png "Brand Identity & Design") ## A branding process that’s human (and effective) 1 ### Purpose Discovery We start by uncovering the soul of your brand—why you exist, what you stand for, and where you’re going. This isn’t fluff. It’s fuel. 2 ### Story Architecture We use your purpose to frame your story. Through messaging platforms and narrative frameworks, we clarify what you say, how you say it, and how it makes people feel. 3 ### Identity Systems Your personality comes to life here—visually and verbally. Logos, typography, tone of voice, design systems, brand behaviors. All of it grounded in strategy. 4 ### Rapid Refinement Once the system is in motion, we move fast. We test, adjust, and refine in real- time—aligning your internal culture and external presence. ## Okay if we show ⏎ off a bit? ![Image](https://www.glidedesign.com/wp-content/uploads/branding-incredible-man. png "Image") ![Image](https://www.glidedesign.com/wp-content/uploads/branding-sky-mast-energy. png "Image") ![Image](https://www.glidedesign.com/wp-content/uploads/branding-cancer-choices. png "Image") ![Image](https://www.glidedesign.com/wp-content/uploads/branding-tissue-health-plus. png "Image") ## Tools we can’t ⏎ brand without ![Logo Title](https://www.glidedesign.com/wp-content/uploads/45b91b7e-2e6b-4ca5- bf2d-4b6190db7dab-100x100.png "Logo Title") Phoebe AI Our AI-trained brand assistant, designed in-house. Phoebe helps our clients stay consistent, curious, and one step ahead. ![Logo Title](https://www.glidedesign.com/wp-content/uploads/2016/08/tool-logo-02. svg "Logo Title") Figma A streamlined home base for visual systems. We use it for everything from concepting to final handoff. ![Logo Title](https://www.glidedesign.com/wp-content/uploads/canva_logo_icon_145428- 100x100.webp "Logo Title") Canva For quick edits, real-time content needs, and empowering non-designers to stay on- brand. Especially handy for internal teams post-launch. ![Logo Title](https://www.glidedesign.com/wp-content/uploads/2016/08/tool-logo-05. svg "Logo Title") Index Page 😉 To level up Figma as a presentation tool, we took matters into our own hands. The Index Page is a Figma plugin we built to organize screens by thumbnail. [Try it yourself.](https://www.figma.com/community/plugin/976837040692846864/index-page) Clients love how smooth it goes > Their team is responsive, genuinely cares about our goals, and go above and beyond. > Staying on top of trends and exploring new strategies to drive results has made > a huge difference. > ![Emily Allen – SHORT](https://www.glidedesign.com/wp-content/uploads/emily-allen- > 300x300.jpg "Emily Allen – SHORT") > Emily Allen > Director of Consumer and Hospital Marketing > I contacted GLIDE with a basic idea of what I wanted. They took my idea and expanded > on it, giving me a result that was far better and more professional than what > I envisioned. > Chris Joost > Owner > What sets them apart is their ability to determine the essence of what a client > really feels is important, even if the client can’t really verbalize it. > Dan Vaughn > Attorney at Law > GLIDE was our first experience using a professional design firm and it was much > better than expected. We are very happy we decided to go with GLIDE for our design > work. > ![Cleo Cooke](https://www.glidedesign.com/wp-content/uploads/cleo-cooke-300x300. > jpg "Cleo Cooke") > Cleo Cooke > IT Director ## Questions? What does GLIDE’s branding process include? We clarify your message, visual identity, and positioning so your website and marketing speak with a unified strategic voice. The process blends structured discovery, Storybrand- influenced narrative work, and a practical identity system your team can use. Do I need a full rebrand or just a refresh? It’s not always revolution—sometimes it’s evolution. Many organizations don’t need a full overhaul; they need clearer messaging, more consistent visuals, or a modernized look. We help you determine whether you need a full rebrand or a strategic tune- up. How does branding support a website project? Branding gives the site its narrative backbone and visual discipline. It ensures UX, content, and design decisions follow a cohesive logic that improves clarity and conversion. Can we bring our team into the process? Yes! Branding works best when it’s co-created with the people who will carry it forward. We design collaborative sessions that invite team input without overwhelming calendars. What if our brand is complex or evolving? Perfect. We thrive in ambiguity. Whether you’re scaling, shifting markets, or merging teams, our process brings clarity and alignment so your brand can grow with intention. Do you produce brand guidelines and tools? Yes. We deliver an actionable guide with message hierarchy, typography, color, and usage rules. We also create usable tools like Canva templates, messaging libraries, and AI-assisted resources like Phoebe. Can we update parts of our brand without breaking everything? Absolutely. We take a modular approach so refinements to tone, visuals, or messaging stay aligned with your core identity. Who is this service best suited for? Branding is ideal for marketing leaders who need clarity before investing in design or a website. It’s especially valuable for organizations expanding, repositioning, or operating without a unified narrative. How long does branding take? Most engagements run 6–12 weeks depending on depth, and often occur during early discovery and design phases. We can also run sprint-style timelines for time-sensitive needs. Can branding be a standalone project? Yes, though most organizations pair branding with a website project so the identity system is fully realized. 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