BRAND IDENTITY DESIGN
Brand identity built on strategy, not guesswork
Effective branding is strategic. It builds a cohesive identity at every touchpoint, so the business connects with its audience wherever it appears. Consistency creates recognition. Recognition builds familiarity. Familiarity builds trust. Trust converts.
A business that doesn’t think it’s a brand is risking more than it thinks.
We think strategically to develop a visual and verbal language to communicate your unique value to the world. A brand built to stay relevant as the business grows.
Identity Design Packages
Get a brand designed to deliver value to your business.
FOR STARTUPS
Launch
$1,200 NZD
Create a credible brand presence — fast. Ideal for startups, small businesses and solopreneurs who need something polished to build their visibility.
✓ A modern and memorable brand
✓ A simple visual system
✓ Instant credibility
MOST POPULAR
Grow
$6,500 NZD
Build momentum. For growing companies who have outgrown their old branding, and need a comprehensive system they can use to scale.
Everything in Launch, plus
+ Flexible and unique visual language
+ A practical brand system
+ Brand assets that help you grow
FOR ENTERPRISE
Lead
from $12,000 NZD
Gain the strategic framework that enables your business to stay consistent across every division, market and touchpoint.
Everything in Grow, plus
+ Market context
+ Brand messaging framework
+ Suite of templates
+ Application guidance
KEY OUTCOMES
Why your branding matters
Attract the right clients
Get a clear point of view and a visual framework that connects with your target audience. A vague brand pulls in anyone. A specific one filters — the brand connects with people who get it, and the ones who'd be a mismatch on price or fit self-select out.
Build credibility
Get a cohesive and recognisable brand that moves people from awareness to trust. Consistency develops familiarity first, then credibility and trust. And that’s what converts a browser into a buyer.
Streamline decisions
Get your time back with a framework that gives you answers. Tone, imagery, who to partner with, what to say no to — there's a reference point to check against instead of thinking from scratch every time.
Clear differentiation
Get a distinctive, ownable identity that makes you memorable. Stand out from your competitors with a brand that scales with you and maintains relevance as you grow.
A business without a brand is like a blind date over Zoom – you're not sure who's going to show up, the connection's unstable, and you’ve got zero chemistry.
Brand Identity:
Launch
Something simple to get you started — quickly. Ideal for small businesses and solopreneurs who require something that feels distinctive, authentic and tailored to their needs.
✓ A modern and memorable brand
✓ A simple visual system
✓ Instant credibility
IDEAL FOR
Small businesses and early-stage founders in Auckland and across New Zealand. You might be selling through Instagram or Etsy, a solopreneur, or a tradie who needs something to put on an invoice that looks polished and professional.
DELIVERABLES
Brand Starter Kit —
Primary Logo
Favicon / Avatar
Colour Palette
Single Typeface
Brand Guide Sheet
If you would like to upgrade to a Grow Brand Identity package within 12 months, your initial investment will be fully credited.
TIMEFRAME
Generally delivered in 2 weeks, depending on studio and client availability.
PRICE
$1,200 NZD
“Hattie brought a consultative, professional approach to every stage of the project, with a clear process and open communication throughout. She created a brand that genuinely stands out among our competitors. We’ve now got a really strong foundation we can grow on – and it’s already built trust with clients in our market.”
Connor Sheehan, owner, Acme Painting Company
Brand Identity:
Grow
A brand that commands higher prices and shorter sales cycles. This is for established SMEs who have outgrown their startup branding, or whose brand who no longer matches the quality of their business.
✓ A modern and memorable brand
✓ Flexible and unique visual language
✓ A practical, easy-to-implement brand system
✓ Brand assets and collateral that help you grow
IDEAL FOR
Businesses who want to evolve their existing identity into something that feels more aligned with their current positioning.
DELIVERABLES
Brand Strategy
Discovery Workshop
Positioning Statement
Brand Values
Core Messaging
Visual Identity
Primary Logo / Wordmark
Lockup
Avatar & Favicon
Colour Palette(s)
Typography
Templates & Assets
Business Card
Email Signature
Letterhead
PowerPoint template / Slide deck (5 slides)
Social Media templates (3 Canva slides)
Brand Guidelines
TIMEFRAME
Generally delivered in 4 – 8 weeks, depending on studio and client availability.
PRICE
$6,500 NZD
dependent on scope, deliverables and complexity
“Our new brand identity and design system has fundamentally improved our communications and client experience. No. 23 navigated the complexity of our cross-functional teams to align our messaging and design across every touchpoint – sales, marketing, web, social, and even internal documentation. We now have a future-proof brand that reflects our values and the professional standard of the work we do.”
Shane Beaman, General Manager, Cadpro
Brand Identity:
Lead
A robust brand identity system designed to support commercial enterprise. Gain the strategic framework that enable the business to stay consistent across every division, market and touchpoint.
✓ A modern and memorable brand
✓ Flexible and unique visual language
✓ Messaging that connects with your audience
✓ A practical, easy-to-implement brand system
✓ Brand assets and collateral that maintain consistency
✓ Application guidance for an effective launch
IDEAL FOR
Multi-location or multi-product businesses, trans-Tasman operators, and companies with internal marketing teams that need to implement the brand confidently.
DELIVERABLES
Brand Strategy
Brand Proposition
Brand Story
Brand Values
Brand Positioning
Brand Architecture
Market Context
Competitor Analysis
Audience Definition
Customer Journey Mapping
Visual Identity
Primary Logo / Secondary Logo
Brand Marks
Submarks
Lockups
Avatar & Favicon
Colour Palette(s)
Icons (5)
Typography
Messaging
Tone of Voice
Messaging Framework
Homepage copy
Templates & Assets (TBD)
Brand Stationery Suite
Brand Deck
Proposal / Pitch Deck
Microsoft Templates
Social Media Templates
Application
Brand Guidelines
Signage, Environmental & Merchandise
Internal Launch Workshop
TIMEFRAME
Generally delivered in 8 – 12 weeks, depending on studio and client availability.
PRICE
from $12,000 NZD
dependent on scope, deliverables and complexity
Frequently Asked Questions
-
In Auckland, full commercial brand design for small-to-medium businesses typically ranges between $7,500 and $12,000+ NZD, depending on scope.
Basic identity packages start around $1,200.
What drives the cost?
Brand Strategy: Brand DNA, competitor research, positioning and messaging frameworks.
Visual Identity Deliverables: Logo suite, color system, typography, and visual assets.
Brand Guidelines: Comprehensive brand book for digital and print application.
Collateral: Packaging, signage, social templates, or web design assets.
Copywriting: Messaging framework and key texts for print or digital application.
-
A complete brand identity package (like our Lead package) includes brand strategy (positioning, messaging, tone of voice) and a complete visual system. This features elements such as primary and secondary logos, color palettes, custom typography selection, image direction, graphic elements, and a comprehensive Brand Guidelines document. A messaging framework and copywriting can also be provided as required, with key texts that can be used across touchpoints.
Custom templates for brand presentations, eBooks, slide decks, social media can also be provided.
-
A custom branding project typically takes 4 to 8 weeks from initial discovery to final delivery, depending on both the client’s and the studio’s availability. A Startup Identity Design package usually takes take 2 to 3 weeks, while complex rebrand projects involving extensive market research, stakeholder workshops, and web design can span 10 to 12 weeks.
Typical Project Timeline:
Phase 1 (Weeks 1–2): Discovery workshop, market research, and strategic positioning.
Phase 2 (Weeks 3–4): Visual concepts, mood boards, and initial design direction.
Phase 3 (Weeks 5–6): Design refinements, application across collateral, and feedback.
Phase 4 (Weeks 7–8): Final asset export, guidelines creation, and handover.
Each phase allows time for client feedback and revisions, depending on scope, before moving on to the next phase.
-
A brand refresh updates your existing visual identity (modernising logos, tweaking colors, refining typography) without changing core positioning.
Primary Goal: Modernise look & feel
Strategy Level: Light review of current strategy
Core Changes: Refined logo, updated colors
Typical Timeline: 2–4 weeks
A rebrand is a complete overhaul of strategy, visual identity, messaging, and positioning, usually triggered by audience shifts, mergers, or strategic pivots.
Primary Goal: Shift market position or business model
Strategy Level: Full research & repositioning
Core Changes: New name, new logo, new messaging
Typical Timeline: 6–12 weeks
-
Upon final payment, full intellectual property (IP) and copyright ownership of all customised brand marks, logos, and design assets transfer entirely to the client. The studio retains non-exclusive rights to showcase the completed work in portfolios, case studies, and awards entries.
Client Rights: Full commercial usage, reproduction, and trademark application rights.
Studio Rights: Portfolio showcase and self-promotional display rights only.
Third-Party Rights: Font software licenses or stock photography licenses are transferred or registered under your business name.
The studio retains ownership of all unused concepts.
-
No. 23 is an independent studio that provides streamlined, strategy-led brand solutions.
You’ll work directly with the founder, Hattie Locke, a senior creative generalist with 15+ years working across brand, design and marketing teams in NZ and the UK.
Better value — Senior-level expertise shouldn't be reserved for businesses with agency budgets. Low overheads mean more accessible pricing that doesn’t compromise on the quality of thinking or execution.
One point of contact — No handoffs to account managers with things getting lost in translation. A single point of contact means communication is direct, clear, and always moving forward.
Versatility — From branding and websites to marketing content and beyond, everything is delivered under one roof. No passing from agency to agency.
Speed — A small studio is more nimble. Decisions happen faster and work moves quicker.
Quality & consistency — A continuous, cohesive level of understanding, care, and execution from the first brief to the final delivery.