Brand identity design

Today’s consumers want amazing content and experiences and they align with brands that excite, engage and enrich their world. A well-designed brand is a key differentiator and a key asset for competitive advantage. B2B and B2C customers are more informed, more empowered and more discerning than ever before. Effective brand design applied at the centre of business can positively affect brand value, deeper customer connections, innovation, product and service, recruitment and retention, culture change and even help drive purpose for an organisation.

At Boldfish we live and breathe brand design. We help brands deal with change, from responding to shifts in consumer behaviour to industry disruption, from tapping new markets to creating renewed customer focus. We help launch, reposition, and refresh brands from all over the world to ensure they are current and translate consistently across all points of consumer contact.

What exactly is a brand Identity?

The terms “brand” and logo” are often used interchangeably. Logo design is only a part of an overall branding story. A brand identity is the larger, overall distinct visual look that is associated with a company. It encompasses a lot more than the design of a logo and includes every touchpoint the target market must have including both consistency and flexibility across digital and print landscapes. Many people have heard about the importance of logo consistency but this should also apply to all elements of the brand identity. When a brand identity works, you should be able to recognise the brand even if you don’t see the logo. A distinctive logo, palettes, fonts, imagery, copywriting and brand consistency all connect and work together to create a powerful brand identity story. Marketing researcher Craig Borowski stated it well when he wrote in a 2015 Harvard Business Review article: “A consumer’s impression of a brand is like a mosaic. It’s made up of many individual touchpoints. When a consumer is faced with a big decision, say abandoning a known brand for its competitor, the overall mosaic impression is often what convinces them to stay.“ These little touches add up to an overwhelmingly positive experience, keeping the customer coming back. A successful brand has to be consistent in communication and experience, across every touchpoint the target market experiences.

Brand fatigue

Brand positioning and markets often evolve and change during any product or company lifecycle. Regardless of how established, a business is, if its branding and presentation to market seem dated or out of touch it can quickly create opportunities for new market entrants to seize market share. One of the most common issues organisations face is the degrading of the brand over time with tired presentations to the market sometimes that does more damage than good. Branding is a marathon, not a sprint, so it’s important to make sure that the health of the brand direction is maintained, all the while being aware of subtle changes in the competitive environment that may need to be considered.

Brand and deliver

Brands play a key role in attracting employees, partners and most importantly audiences to an organisation. Creating a brand identity that is distinct yet varies based on its form, is a challenge but can bring big dividends in your brand’s value. Brands help cut through the clutter of the marketplace, creating awareness for organisations and helping them attract and develop the mutually beneficial relationships with customers, suppliers and the public that they need to reach their goals. Boldfish helps brands from all over the world including USA, UK, Singapore, Germany, Netherlands, China and New Zealand. We have 20+ years in localising international assets, creating new brand guidelines, templates, websites, campaigns and ensure our clients business objectives is at the core of everything we do.


Case Studies

Brand identity services

  • Brand mark / logo design
  • Brand identity systems
  • Brand stationery and signage
  • Brand guidelines
  • Brand imagery (photography, image sourcing)
  • Brand launches
  • Annual reports
  • Brochures / catalogues
  • Sell sheets
  • Newsletters
  • Exhibition stands
  • Internal documents templates
  • Iconography / infographics
  • Internal and external signage
  • Way-finding
  • Photography (corporate, headshots, conceptual)
  • Motion graphics / animations

Considering a rebrand?

Designers possess unique ways of thinking, and they have unique problem-solving skills that are often decidedly different than their more linear, analytical co-workers. A brand audit involves a fresh and thorough examination of a brand’s current position in the market compared to its competitors and a review of its effectiveness. It can be adapted to any business size ranging from start-ups, small and medium businesses right through to global leaders. It lays the foundation for identifying brand strengths and opportunities by systematically addressing questions about the overall category, the company, it’s offerings, competitors and customers. Once armed with this information we can then leverage from our two decades of brand-building experience and collaborate on the best strategy to work hard and achieve your business objectives together. Going through the process of a rebrand can also produce a range of external and internal benefits as listed below.


  • Value: Add brand value to products and services by delivering better design and user experiences for customers
  • Clarity: Provide a clear brand vision, values and identity making it easier for customers to connect and advocate your brand
  • Current: Show your customers that you pay attention and are across current trends within your industry
  • Relevant: Ensure your brand remains relevant and differentiates from new competitors and shifting markets


  • Discover: Uncover your brand’s ideal meaning and guide employees to a better understanding and passion for the new brand vision
  • Attract: Coherent, well-executed internal branding with clear values will attract and retain like-minded people to want to work for you
  • Integrity: Gives employees a sense of direction and purpose to help match employees’ behaviour and attitudes to the brand vision
  • Unite: Bringing people and teams together and create a more continuous culture

Not sure where to start and need help?

Interested in how our 20+ years of brand identity design experience with leading brands could benefit your business? Please connect with Rohan, our Head of Brand. No strings attached, just the opportunity to discuss and identify your current brand identity challenges and opportunities and receive some honest, straightforward advice from an independent expert. We’d love to hear more about your business and objectives. Please email or call us on (03) 9894 0548 to discuss and learn how our experience with leading brands could add value and benefit your business.