Specimen · an invented mark
Loose dotsLots of possible brands. None of them yours yet.
Brand identity · an Adaptation from $4,900

Built to be recognised in a second.

Buyers give your brand about a glance. We build identities for that glance: distinctive assets, colour, type and motion, joined into one system buyers can pick out before they've read a word.

Take the Fitness Test Try the cover test
  • Knownremembered before they're buying
  • Preferreda look nobody else can borrow
The cover test

Buyers don't read your logo. They recognise it.

Cover the name on an ad and ask who it's from. A generic brand becomes anyone. A distinctive one is still obviously itself. Slide to cover the names.

Solutions you can trust.

Reliable. Innovative. Customer focused.

Learn more
GenericBrand A

Forty pallets. One call.

Freight that turns up when the client said it would.

Book a pick-up
DistinctiveNorthwind

Two invented brands. An illustration of the idea, not a measured result.

What's in the system

Six parts. One way of being seen.

A logo on its own is a signature. A system is a face: the whole set of cues buyers use to know it's you, used the same way everywhere.

01

A mark that works at every size

From a billboard to a browser tab to the little circle next to your name in an AI answer. Drawn small first, then scaled up.

02

Colour you can own

One or two colours, used so consistently that buyers see them before they read a word. Chosen against your rivals, not in a vacuum.

03

Type with a voice

Typefaces that sound like you before the words do, set up for screens, decks and documents.

04

Motion, on purpose

One signature way the brand moves on screen, not a library of effects nobody remembers.

05

Distinctive assets, named

Shapes, patterns, characters, phrases and sounds that buyers link to you, written down so nobody quietly drops them.

06

A system people can use

Templates and plain rules for your team, your suppliers and the AI tools they use, so the hundredth deck looks like the first.

An honest example: ours

We rebuilt our own identity this year.

The old logo went. Now EVO is drawn in dots, LUT is solid, and the dots drift across the word, so the mark itself says "still evolving". One unit, the dot, runs through everything: icons, illustrations, photos and the page you're reading.

The old logoSeven dot routesEVO in dots, LUT solid, always moving
See how it was chosen in Generation One →
UnitThe dot
BehaviourDots resolve to solid
PaletteOrchid
How identity work runs

From loose dots to a solid brand.

The same loop as everything we do: measure, vary, select, inherit. Each step is a little more resolved than the last.

  1. 01

    Find what buyers already remember

    Your Fitness Test shows how you score at Known and Preferred. We list the cues buyers already link to you, so nothing they recognise gets thrown away by accident.

  2. 02

    Make real variations

    Several genuinely different directions, not three shades of one idea. AI helps us explore more of them, faster. Designers with taste decide which are worth showing.

  3. 03

    Let buyers choose

    Directions shown briefly to people like your buyers, next to your rivals. Which one do they remember, and which one do they confuse with someone else? We write down what we expect first.

  4. 04

    Build the system and roll it out

    The winner becomes the system: files, templates, rules and motion, rolled into your site, decks and ads. Then we check Known and Preferred against your baseline.

In the wild

Identity lives where buyers meet you.

Most of the time that's a screen. Hover a project to bring it into focus. On a phone, they resolve as you scroll.

Manassen FoodsBrand · Website
LAVOWebsite · Education journey
HUPOInteractive

See all the work →

Questions

Fair questions.

PriceFrom $4,900

As an Adaptation, aimed at Known or Preferred. Bigger identity systems are priced from the Fitness Test findings.

If the positioning itself has to move, identity is part of Niche: Sprint $7,900, Full from $19,900.

Will you throw out our logo?

Only if the evidence says so. Some brands already own cues buyers recognise, and dropping them would waste years of memory. Often the job is to sharpen what you have and use it more consistently.

Is this a full rebrand?

It can be, but it doesn't have to be. An Adaptation fixes the part of the identity that's costing you at Known or Preferred. A full repositioning is Niche.

How do you test an identity?

We show directions briefly to people like your buyers, next to your rivals, and see which ones they remember and which they mix up. Afterwards we check Known and Preferred against your RocMode baseline.

Can't AI just make us a logo?

It can make a thousand. That's the easy part. Knowing which one fits your buyers and stands apart from your rivals takes people with taste and evidence, and that's what we bring.

What do we get at the end?

The files, the templates, a short guide your team will actually read, and the rules your AI tools need to stay on brand. You own all of it.

Your identity

Be the one they spot first.

Start with the Fitness Test. It shows how buyers see you at Known and Preferred today, and whether identity is the change to make first.

Take the Fitness TestBook a call