An identity built
to be used,
not framed.
A brand identity is the system a company uses every day: the logo and its variants, type, color, packaging, merch, event materials, and the site. Growthr designs it as a standalone project, from a logo-only job to a full system, with the same team that produces and tests the ad creative. The identity gets exercised in the market instead of argued about in a deck.
Identity LayersScoped by layer
One Project, Three PhasesCustom quote
OVO CapsuleBrooklyn MirageA logo is one file.
An identity is a system.
The difference between a logo-only job and a full identity is everything that has to work once the logo leaves the presentation. Three layers, and the scope of your project is which of them you need.
The mark
The logo system: primary mark, wordmark, lockups, clear space, minimum sizes, and the versions that survive an app icon, a vinyl label, and a billboard. A logo-only project stops here, and it is a legitimate place to stop.
The system
Type, color, layout rules, photography and illustration direction, motion, and the design system that lets anyone on your team produce something that looks like you. This is what a full identity adds.
The applications
Packaging, clothing and merch, event branding, album artwork, social templates, and the brand site. This is where the identity meets real production constraints, and where most systems break if they were only ever designed on a slide.
Brief, system, application.
Three phases, scoped to the layers you need. A logo-only project is one phase; a full identity with packaging and a site is all three.
Brief and direction
Who the brand is for, what it has to sit next to, and what it has to survive. Two or three directions, one chosen. For the Astroworld project this phase alone ran eight weeks with the artist's creative team.
Mark and system
The logo system, then type, color, and layout rules, delivered as files and as a written design system so it holds up without us in the room.
Applications and handoff
Packaging, merch, event materials, artwork, social templates, and the brand site, built by the same team. Then the handoff: every asset, every rule, and the templates your team will use.
From a mark
to the merch table.
Sold as standalone projects, quoted by scope.
Logo systems
Logo-only projects, or the mark as the first phase of a full identity.
Full identity systems
Type, color, layout, photography direction, motion, and a written design system.
Packaging
Vinyl, product, and retail packaging built to the production spec, not just the render.
Clothing and merch
Capsules, tour and event merch, and the drops that go with a release. The OVO × Keinemusik capsule sold out in 60 seconds.
Album artwork and event branding
Artwork, single covers, show and festival branding for labels and artists.
Brand sites
The identity applied to a site, designed and built by Growthr, with the machine layer and tracking included.
Identities that shipped
into real production.
Three projects, three different layers of scope.
Record label: full identity
Full visual identity for an electronic and house label representing artists across Afro, Latin, and tropical house: logo system, vinyl packaging, event branding, and design system.
VOD: Miracle
Full creative production for VOD's Miracle release: music video, album artwork, and branding. Concept, shoot, post, and delivery, all handled in-house.
Travis Scott: Astroworld art direction
Eight weeks developing the proposed visual direction for the official Astroworld album artwork, working directly with Travis Scott's creative team. Final contender before the project went another direction.
Custom quote.
Scoped by layer.
Branding is a standalone project, quoted on scope: logo-only, identity system, packaging and merch, brand site, and the deliverable count inside each. It is not part of the embedded retainer. Every Growthr price is on the pricing page.
Where branding meets the rest of Growthr: the same in-house team runs creative production, so an identity decision can be tested in paid media within the week; brand sites are built by the web design and build team; and the capsule and campaign work for labels and artists is on the music page, including the OVO × Keinemusik case study.
Branding, explained.
What is brand identity design?
Brand identity design is the creation of the visual system a company uses to be recognized: the logo and its variants, typography, color, layout rules, photography and illustration direction, and the applications those rules produce (packaging, merch, event materials, the site). The identity is the system; the logo is one part of it. Growthr designs identities as standalone projects, from logo-only jobs to full systems with packaging and brand sites.
What is included in a brand identity system?
A logo system (primary mark, wordmark, lockups, clear space, minimum sizes), typography, a color system, layout and grid rules, photography and illustration direction, motion rules where relevant, and a written design system that lets your own team produce on-brand work. Applications are scoped on top: packaging, clothing and merch, event branding, album artwork, social templates, and the brand site.
Do you do logo-only projects?
Yes. A logo-only project delivers the mark and its system (variants, lockups, clear space, sizing, file formats) and stops there. It is the first phase of a full identity, so it can be extended later without starting over.
How is branding different from creative production?
Branding produces the system: the mark, the rules, and the core applications, once. Creative production produces the volume that runs inside that system: UGC-style video, static ads, stop motion, and brand content, made weekly and tested on down-funnel performance. At Growthr the same in-house team does both, which is why an identity decision can be tested in paid media instead of debated.
How much does branding cost at Growthr?
Custom quote, determined by scope (logo-only, identity system, packaging and merch, brand site) and the number of deliverables inside each. Branding and design is not included in the embedded retainer; it is sold as a standalone project.
Last updated
A mark, a system,
or the whole identity, quoted as one project.
Book a discovery call. Tell us what the identity has to survive, and we'll scope the layers and quote it as one project.
