[Brand Identity & Creativity]
Identity is what remains when you turn off the advertising.
We plan and build brand identities that are recognizable, consistent, and capable of translating values, positioning, and promise into a visual, verbal, and creative system that works on every brand touchpoint. We work on emerging brands that are being born, established brands that are evolving, and players in the repositioning phase — with methodologies built on brand strategy, design system, art direction, and creative production at an advertising level. One goal only: to transform the brand from a name and logo into a living, recognizable, and scalable system that builds perceived value and competitive differentiation over time, well beyond a single campaign.
Main Objectives
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BRAND STRATEGY AND POSITIONING OBJECTIVES
- Define brand positioning with competitive analysis, perception mapping, and identification of strategic white space
- Build brand purpose, values, promise, and personality consistent with business identity and target expectations
- Develop a structured brand story that translates strategy into a narrative usable in communication and sales
- Align brand identity with commercial strategy, product, and internal corporate culture for end-to-end consistency
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VISUAL IDENTITY AND DESIGN SYSTEM OBJECTIVES
- Design logo, brand system, and scalable visual architecture across brand portfolio and multiple product lines
- Build a complete design system with color palette, typography, iconography, patterns, and application guidelines
- Define photographic, illustrative, and video treatment consistent with brand identity for future asset production
- Document structured brand book as an operational reference for internal teams, suppliers, and collaborating agencies
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VERBAL IDENTITY OBJECTIVES AND TONE OF VOICE
- Build an articulated tone of voice with guiding principles, brand vocabulary, examples of copy do’s and don’ts
- Define the brand’s verbal architecture with tagline, payoff, product line naming, and internal nomenclatures
- Develop copy guidelines applicable to internal copywriters, freelancers, and external partner agencies
- Ensure brand voice consistency on website, social media, email, advertising, and corporate communication
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CREATIVE DIRECTION CAMPAIGN OBJECTIVES
- Develop creative concepts for integrated advertising campaigns on paid, social, video, and offline materials
- Ensure cross-channel creative consistency while maintaining specific adaptations for format and platform logic
- Build campaigns with longevity potential — not just a single execution but a system replicable over time
- Align creativity with measurable business objectives — not creativity for its own sake but functional to defined KPIs
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CREATIVE PRODUCTION OBJECTIVES
- Coordinate photographic production with art direction, location selection, talent casting, and consistent post-production
- Manage video production with concept, script, artistic direction, and advertising-level post-production
- Build a library of reusable creative assets across multiple touchpoints to maximize production ROI
- Select specialized suppliers for each type of production while maintaining centralized creative consistency
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BRAND APPLICATION AND TOUCHPOINT OBJECTIVES
- Consistently apply brand identity on website, social media, packaging, retail, events, and corporate materials
- Create templates and asset libraries accessible to internal teams for autonomous production consistent with the brand
- Define brand governance processes with hierarchical approvals, asset custody, and brand management
- Monitor consistent application over time with periodic audits on external touchpoints and review of improper uses
How do we work?
19ADV’s operational framework
in Performance Marketing
Brand Identity & Creativity Campaigns
Methodological approach
- Initial brand discovery workshop with C-level to understand business, ambitions, real values, and company culture
- Competitive analysis on positioning, visual identity, and creativity of industry players to identify differentiation
- Iterative development of the brand system with collaborative review and qualitative validation on key stakeholders
- Brand book as the final deliverable, accompanied by operational implementation and internal team training
Brand Identity & Creativity Services Available
- Brand strategy with positioning, brand purpose, brand story, and structured brand architecture
- Complete visual identity with logo, design system, brand book, and application on key brand touchpoints
- Creative direction for advertising campaigns with concept, production, and consistent cross-channel adaptations
- Naming, claim, and verbal identity with tone of voice, copy guidelines, and nominal architecture of brand portfolio
Integrated technology stack
- Adobe Creative Cloud (Photoshop, Illustrator, InDesign, After Effects, Premiere) for complete creative production
- Figma for design system, UI prototyping, and real-time collaboration between creative teams and development
- Brand asset management (Brandfolder, Frontify, Bynder) for asset storage and brand application governance
- Collaborative tools (Miro, FigJam) for brand strategy workshops, conceptual maps, and structured visual thinking