Design with strategy behind it

Visual identity that expresses your brand strategy

Nozes creates visual identities from a company’s positioning. The logo, colors, typography and application system all grow out of a brand decision.

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When it makes sense

Signs your visual identity has fallen behind

Visual identity often becomes a priority when the brand’s appearance stops keeping pace with the business:

The company has matured, but the logo still reflects its early days. It no longer communicates the value, scale and maturity the brand has reached.

Every piece looks different: varying colors, changing fonts and a visual style that depends on who created the artwork that day.

Your work has evolved and become more valuable, but the brand’s appearance still places the company in its old category, inviting comparisons with lower-priced competitors.

You’re launching a new brand and want an identity that expresses its positioning from the start, without having to redo everything in two years.

Scope

What the project includes

The scope adapts to each business, but the core structure is:

Logo and brand system

The symbol and versions your brand needs for different contexts: horizontal, compact, monochrome and avatar. One system, with clear usage rules.

Colors and typography

A palette and typefaces chosen for what they communicate, with a defined hierarchy: what leads, what supports and what should never appear together.

Applications

The visual identity applied to the company’s real points of contact: social media, presentations, stationery, signage or packaging, as the business requires.

Visual identity guidelines

A practical guide to applying the brand consistently. It brings together rules, examples and organized files to guide your team and suppliers.

The process

The stages of the project

Strategic foundation
Every project starts with the brand’s positioning. When that strategy already exists, it guides the brief and all visual decisions. When it doesn’t, we establish an essential foundation before designing.
Creative direction
The strategy opens up visual directions for the brand. Before developing the final design, we align references, visual territory and intent so every choice supports the right positioning.
Design
We build the system: logo, palette, typography and supporting elements. Presentations include the thinking behind the work, so you understand each choice before approving it.
Delivery and guidelines
Organized final files, visual identity guidelines and a handover conversation with the people who will use the brand every day. Everything is ready for the identity to work independently.

What you receive

A brand ready to use, with guidelines that help it last

The delivery goes beyond a well-presented logo. Organized files, clear rules and practical guidance keep the identity consistent in everyday use, even when different suppliers apply it.

Complete system: logo and variations, colors, typography and supporting elements
Visual identity guidelines: usage rules with practical examples
Organized files: editable and ready-to-use formats for your team and print suppliers
Led by: Mariana Belchior, designer and strategist, from brief to delivery

Explore our visual identity and branding case studies

The visual identity is the tip of the iceberg

A visual identity needs a brand strategy behind it to hold up over time. If your positioning and value proposition aren’t defined yet, the most effective path is to establish that foundation before designing.

Frequently asked questions

Common questions about visual identity

What is visual identity?

Visual identity is the set of graphic elements that represents a brand: logo, colors, typography, supporting elements and the rules for using them. It’s the visible expression of positioning, helping people recognize the company before its name even appears.

What’s the difference between visual identity and a brand?

A brand is the overall perception people have of a company: what it promises, how it behaves and what it delivers. Visual identity is the graphic expression of that brand. A good identity translates the brand, but on its own it can replace a strategy about as well as a storefront can replace a restaurant.

Do I need a finished brand strategy before creating a visual identity?

Not necessarily. Ideally, a company without that foundation would start with a branding project. The more complete the strategy, the better aligned the visual identity will be. We know reality doesn’t always work that way.

At Nozes, visual identity grows out of strategy. That’s essential to our work. If that foundation doesn’t exist yet, we establish the alignment needed to guide design decisions. That’s what helps a redesign last instead of needing to be redone soon after.

Do you redesign existing identities or create new ones?

Both. The project serves new brands and those whose current identity needs to evolve. For redesigns, we assess what has built value and deserves to stay. Established recognition is an asset too.

Will I receive editable files?

Yes. Delivery includes editable and ready-to-use files, organized so your team, suppliers and printers can work without unnecessary rework, along with guidelines for applying the identity.

Does Nozes create visual identities for businesses outside Florianópolis?

Yes. The project works remotely, with online presentations. Based in Florianópolis, Brazil, Nozes works with businesses across Brazil and abroad.

Give your brand a look that matches your business.

Tell me where your company stands and what bothers you about its current look. We’ll talk, and I’ll give you an honest assessment of the path forward: visual identity, strategy first or both together.

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