Engagement is structured by complexity, not deliverables.
Each tier reflects a different level of system depth. The thinking applied at every level is the same — what changes is the scope of what gets built and governed.
Kevin Waide offers brand identity design services from Tupelo, Mississippi, working with clients globally.
Three levels of brand infrastructure.
Select the tier that matches the complexity of what you need built. If you're unsure, the discovery process will identify the right fit.
A professional, credible visual identity for small or early-stage businesses. This tier focuses on clarity, legibility, and real-world usability — without unnecessary complexity.
- Primary logo
- Secondary logo (stacked or alternate layout)
- Black and white versions
- One approved color version
- Basic spacing and usage guidance
- Final files for print, web, and social media
- Full color palettes
- Typography systems beyond the logo
- Brand strategy or messaging
- Social media or stationery layouts
- Brand guidelines document
- Small local businesses
- Solo operators and startups
- Businesses that need to look legitimate and consistent
A complete visual identity built for consistency across all touchpoints. Everything a business produces looks unified, intentional, and scalable — designed to prevent inconsistency and rework.
- Primary and secondary logos
- Standalone symbol or simplified mark
- Black, white, and full-color versions
- Defined color palette with specifications
- Typography system (headline and body)
- Clear spacing, sizing, and usage rules
- Brand overview document
- Marketing campaigns
- Advertising concepts
- Brand voice or messaging strategy
- Extensive application design
- Established businesses
- Medical, legal, and professional services
- Companies using signage, vehicles, print, and digital
A long-term brand foundation designed for growth, scale, and longevity. Strategy, identity, and application combined into a cohesive system built to be maintained across teams, vendors, and time.
- All elements of the Professional Brand System
- Expanded logo variations and submarks
- Full typography hierarchy and usage guidance
- Robust color system with usage logic
- Brand positioning and visual tone definition
- Brand behavior and design philosophy
- Business card and letterhead layouts
- Social media avatar and header formats
- Signage and merchandise-ready assets
- Comprehensive brand guide
- Growing or scaling businesses
- Organizations planning long-term investment
- Brands needing internal consistency across teams
- Companies preparing for expansion or franchising
Targeted engagements for specific needs.
These services are designed for organizations that don't need a full identity system — but do need structured, objective evaluation or surgical improvement of what already exists.
Structural improvement of an existing logo that already has foundational viability. This service focuses on correction and clarification — not full rebranding.
- Evaluation of current logo integrity
- Typographic correction and spacing refinement
- Simplification or proportion adjustments
- Vector rebuild for technical accuracy
- Primary and secondary versions
- Black and white versions
- One approved color version
- Final files for print, web, and social media
- New brand strategy
- Full rebrand or repositioning
- Expanded color palettes
- Typography systems beyond logo use
- Brand guidelines document
- Messaging development
- Businesses with a logo that needs structural improvement
- Companies experiencing visual inconsistency
- Organizations not ready for a full brand system
If structural deficiencies prevent refinement from achieving professional viability, the project may require transition to a Logo Essentials or Brand System engagement.
A strategic evaluation of an existing brand's structural integrity, consistency, and alignment. This service identifies visual inconsistencies, governance gaps, and long-term risks — and provides a structured roadmap for improvement without immediately moving into redesign.
- Evaluation of current logo and identity integrity
- Consistency review across digital and print
- Color usage and typographic alignment assessment
- Identification of brand drift patterns
- Competitive snapshot analysis
- Governance maturity evaluation
- Structured scorecard of strengths and weaknesses
- Strategic recommendations and pathways
- Final written Brand Audit report (PDF)
- Logo redesign or refinement
- Creation of new brand assets
- Marketing campaign development
- Messaging or copywriting strategy
- Ongoing consulting beyond defined scope
- Implementation of recommendations
- Businesses experiencing inconsistency across materials
- Organizations preparing for growth or expansion
- Companies unsure whether refinement or rebranding is needed
- Leadership teams seeking clarity before investing in a new identity
The Brand Audit may identify the need for Logo Refinement or a Core Identity Tier engagement. Any transition into execution services requires a separate agreement.
This work is not for everyone.
- Organizations that view branding as a long-term asset
- Clients who value logic and structure over personal preference
- Businesses willing to follow a defined process
- Decision-makers who understand that governance protects their investment
- Quick-turnaround or rush requests
- Logo-only requests without strategic context
- Clients seeking trend-driven or purely aesthetic work
- Projects without clear decision-making authority
Not sure which tier is right?
The discovery process will identify the appropriate level of engagement based on your organization's actual needs — not assumptions.
Begin Strategic Discovery