BullishA brand thatearns the site.
A good website can't carry a bad logo. We build identities the way we build sites: a defined process, real decisions about color, type and space, and a book that lets anyone use it right. Sold with a website or on its own.
Seven decisions, made on purpose.
Most small-business logos are one decision made in a hurry. An identity is seven, made in order, each one written down.
1. Discovery
Who you sell to, who you're up against, what you want people to feel in the first second. An hour, on the phone or in person.
2. Positioning and voice
One sentence for what you are, one for what you aren't. The tone your copy will carry: plain, confident, warm, technical.
3. The mark
Six directions on one sheet: line, tile, monogram, symbol, wordmark, badge. We pick one together and refine it until it works at 16 pixels and on a truck door.
4. Color
A primary, a dark, two accents and the neutrals, with rules for where each one goes. Tested on white, on dark, on a phone screen in sunlight.
5. Type
A headline face and a body face that agree with the mark, with weights and sizes set so a headline, a price and a paragraph never fight.
6. Space and layout
How much room the brand breathes in. Margins, spacing and the grid that make a business card, a website and a yard sign look like the same company.
7. The book
Everything above in one guide: the marks, the palette with codes, the type, the spacing, the voice, and every file in every format. So the next person gets it right.
Then the applications
Truck door, uniform, business card, social avatars, yard sign, email signature, invoice. Mocked up so you can see the brand in the world before you buy the first shirt.
Copy, if you need it
Tagline, the one-paragraph about, the three-line elevator pitch, and the tone rules that keep every future post sounding like you.
Bullish Marketing. Our own rebrand, this week.
We ran the process on ourselves before selling it. Here's what it looked like.
The need
A new company serving two markets, home-service trades and professional firms, with a name and nothing else. It had to feel confident enough for a plumber and serious enough for a law firm, and it had to work on a truck door and a $25,000 proposal.
The mark
Six directions on one sheet. The winner was the bull-head tile: one weight, reads at any size, horns that hint at growth without a chart. Two refinements, a rounder muzzle and the mark delivered without a tile so it works on its own.
Color, and the decision to change it
The first palette was violet-led. It looked premium and it tested well for firms, but on white it read soft, and the founder's instinct said the brand should feel more like the trades it serves. So we rebuilt it: ink as the dark, lime as the pop, white and grey as the ground, violet demoted to a tint inside the gradients. Same mark, different company.
The outcome
A four-version mark, an app icon, horizontal and stacked lockups set in Manrope, a written palette with rules, and a site that carries all of it. Start to finish in a week, including the change of mind. You're looking at the result.
A brand built for a launch.
Junk Safari
A one-truck junk removal company with a founder from South Africa and no history in the market. The brand became the story: an illustrated guide in a safari hat, a warm khaki-and-orange palette, and a voice that sounds like a person you'd hand your keys to. The website was built on the brand, not the other way around.
See the case study
Three ways in.
Two revision rounds on every package. Sold with a website, the Mark package is often the difference between a good site and a great one.
Mark $500
Discovery, positioning, the mark in four versions, a palette with codes, a type pairing, and every file format.
Identity $1,000
Everything in Mark, plus the spacing system and a look book: truck door, uniform, business card, social avatars, yard sign, email signature.
Brand Book $1,500
Everything in Identity, plus voice and copy (tagline, about, elevator pitch, tone rules) and the one-page guide that keeps it consistent.
Flagship website projects include a brand refresh. Add any package on the contact form or ask on the scoping call.
See your homepage before you commit.
Tell us about the business. We'll come back with a design direction and a fixed price.