Branding Design

Every interaction with your designs, products, processes and team shapes the perception of your company. A well thought out branding identity can go a long way in creating the desired first impression of your company and in reinforcing a positive image in the minds of your customers!

Why does branding design matter?

Brand identity design is the foundation of a brand

The logo, colours and styles are typically one of the first things that anyone will recall when thinking about your brand!

Good branding design implies authenticity

Good and consistent design shows that your company is professional, competent and detail oriented, which paints a positive first impression before someone has even interacted with your company!

Branding design implies value

The logo, colours, fonts, brand styles and marketing assets can be used to achieve the desired positioning in the market and to convey company values. For example you can convey enthusiasm and tech focus or luxury and professionalism through branding design decisions!

Bad branding can have major implications

Whilst great vs outstanding branding design may not make a massive difference in terms of revenues or profits for your company, bad design can make a huge difference in terms of costs. The brand communication can be inconsistent and you may find yourself redoing print materials and other branding assets over and over as it was simply not thought through well enough at the outset!

Why us?

In terms of capabilities and experiences, we have undertaken an enormous variety of branding projects from a large spectrum of industries. From mascot based illustrated brand designs to minimal yet eye catching designs and even monochrome designs we have done it all! Same for industries, we have done branding designs for both B2B and B2C business in healthcare, e-commerce, food and beverages, SAAS, events, banking and professional services, just to name a few!

Our reviews

Success stories

Loved working with Passionate agency, Billie and Kieran are brilliant designers - the best I've worked with. I'm going to continue working with them.

Saghir Hussain

Founder and CEO

Awwwards logo
Site of the day
elementor logo
Site of the month
Featured in UIUX design
CSS design awards
UI, UX & Innovation Award
Awwwards logo
Site of the day
Featured in UIUX 4

Best UI Design
Best UX Design
Best Innovation

CSS design awards
UI, UX & Innovation Award

What's included

Free consultation and advice

We will have multiple calls to understand your problems and advise you on all options available throughout the process so you can make informed decisions on what is the best scope for your objectives.

Proven value for money

Our rates are in the lowest 5th percentile for professional design agencies. Couple this with a very experienced team and tested workflows and you’ll find that our packages for the same output will cost you around ½ of what a comparable agency would cost.

Two rounds of edits

Once the first draft of any design asset is built as standard you will have up to two rounds of edits during which you can go through everything and come back to us with any tweaks or design changes desired.

Top notch quality

Every member of our team has at least 5 years of experience in their field and every deliverable is checked by an art director with over 15 years of experience, the project manager and your account manager before it is submitted for your review.

Full ownership

You will receive complete ownership of all designs or other assets produced as part of the engagement, including source files.

Nifty turnaround speed

We will accommodate any deadlines that you have as much as possible for the given scope! For most branding projects we aim to finalise everything within a month.

What’s the process

Introduction call and scoping
The scope of the branding project typically comes down to the timeframe and budget you have allocated for the features and objectives you want to achieve. During the scoping process we will have calls to understand what are your branding objectives, needs and deadlines and based on the budget and timeframe you have allocated we will propose the most optimal way of achieving these!
During the discovery process we will send you our branding design questionnaire which will allow us to get a better idea of your brand, your target customers, how you want your brand to be perceived. We can also walk you through the questionnaire during a call and help you complete it. Once the questionnaire is completed we should then be in a position to create and pitch a few creative directions for the branding exercise!
Based on the information in the branding questionnaire and the specification we will then create 2-3 "moodboards" composed of various custom made graphics and styling elements that will show different directions for the further development of the brand. These moodboards will also incorporate logos, collages and examples of using the styles. These will be a starting point that we can then use to derive the creative direction for the rest of the branding exercise.
Design concepts and revisions
We will implement the feedback received for the moodboards to derive the final creative direction. Once this is decided, we will proceed with making the various design concepts, typically starting with the logo. We will send these concepts for you to review in presentations and you will typically have up to two rounds of edits if needed on these concepts. We will go through this process for all of the design assets in the scope, such as business cards, email signatures, powerpoint presentations, letterheads, etc.
Documentation and delivery
Once all of the branding assets are finalised we will then create a pdf brochure including information on all of the styles and assets as well as guidelines on how they should be used. We will also create a drive folder with all of the source files and share that with you.

Book a call

Asked Questions

We use ClickUp for our internal processes and for time tracking, so we can invite multiple members of your team to the ClickUp board and manage everything there. We can also join other project management tools that you are already using if you prefer.

Absolutely! You can reverse image search any concept or variation we provide, and even individual components of the design, everything we design is made from scratch fully tailored to your brand!

Certainly! From the moment you make the payment all rights to all concepts and variations developed during your project, including the final designs pass to you. We do however reserve the right (unless discussed otherwise in advance) to present the work done for you as part of our portfolio. Finally, upon completion you are also provided with the source file for the design, which can then be passed on to other designers or companies (such as a printing company) for their use.

Request a free proposal

What is Branding Design?

Let’s begin with the basics — what is branding? Branding is the process of shaping a specific perception of a business or product by giving it a meaning, story, personality, and visual identity.

Now, branding design accumulates all the visual assets of a brand that create its distinctive identity — e.g., the logo, colours, typography, etc. Every communication channel between the brand and its audience should reflect the branding design. This includes the company’s physical branches and online platforms like the website, social media profiles, and the like.

The golden rule in any form of branding is to maintain consistency. And thus, consistency in branding design across all communication channels, be it online or offline, is essential. Whether a customer is visiting your office or website, you want them to experience the same — or at least a similar — feeling.

The number of brands competing for consumers’ attention is not going to decrease anytime soon. To make sure your company not only survives but also thrives in the competition, you need to strengthen it with a solid brand design.

6 Tips for a Good Brand Design

Here’s a list of five tips to end up with a great brand design that communicates your brand’s essence and aligns with your business needs.

1. Design for your Ideal Customer

Effective branding design rarely comes down to personal preference, as it’s a means to achieve a particular strategic goal. Brand design is not built to please the business owner but to shape the right brand image in the audience’s minds. Therefore, branding design should be constructed to appeal to the customer.

Of course, this doesn’t mean you should strive to please every single one of your customers with your brand design. What you should do instead is create a few buyer personas that embody your ideal customers and build a brand design that speaks directly to them.

A buyer persona is a semi-fictional representation of your ideal customer who will most likely be interested in your business. You can either build your buyer persona based on the demographic and psychographic data of your existing customer base or one that you intend to attract in the future.

Once you’ve nailed down exactly who you’re designing your brand for, you’ll be able to design much more effectively.

2. Convey a Strong Message

Communicating a message without using words is inherent to design in general, but it’s especially vital in branding design. A brand’s logo, for example, is far more than a pretty image that looks great on websites and T-shirts. It’s the face of the brand that speaks of the latter’s core mission or values.

Similarly, every branding element should play its part in strengthening and spreading the brand’s message. So naturally, before creating your logo or even picking your brand colours, you need to define clearly the message that your branding design should non-verbally communicate.

3. Focus on What Sets You Apart

To be likeable to the public, brands often prioritise design trends and industry standards over uniqueness. While the former should never be neglected, it should only come after the latter. In other words, your branding design should focus on your business’s unique attributes and selling points. After all, the main goal of branding design is to differentiate a company from all its competitors.

Just like you recognise and remember people by what’s unique about them, customers do the same for brands. This is why it’s vital that you determine what makes your company or products different from others and have your brand design highlight just that!

It’s always helpful to gather branding design inspiration from other companies, especially ones that have excelled at it. But be careful not to copy what others have done. This seems pretty intuitive, but it’s a relatively common mistake that brands fall for.

4. Observe Consistency

Bill Gates was not wrong to declare, “Content is king,” and we wouldn’t be wrong either to say, “Consistent content is king.” Whether branded content is written or visual, it needs to stay consistent across different forms and platforms.

As discussed earlier, a brand design serves to tell a specific story or message. And consistency acts as the glue that pulls various design assets together to ensure they work in harmony to convey the same message. Inconsistent design is a big telltale of an unprofessional brand, and it certainly doesn’t inspire trust towards the business.

This doesn’t mean that all your brand assets or social platforms should look exactly the same. What it means is that there should be an overarching theme uniting the visual components of your brand.

5. Stay Adaptable

With the combination of online and offline marketing mediums, the touchpoints with your customers have multiplied. From outdoor banners to social media ads, your designs have to appear in their best form to catch the viewer’s eye. Thus, you need to develop an adaptable branding design that adjusts to various settings.

Your brand typography might look stunning on a neutral white background in a specific size. But will it look equally appealing on a darker background, on a different screen, or in a larger size? You need to prepare your brand visuals for all the platforms and scenarios where they will appear. Responsive design is as essential in branding as it is in web design.

6. Go for Less

When studying influential branding design examples, one of the most prominent trends we notice is minimalism. As most modern platforms are visually packed with bold colours and loud patterns, our eyes are drawn more drawn to simpler, minimalistic designs.

Have a look at the logo evolutions of the most popular brands. As the years go by, their logos become simpler and simpler, shedding unnecessary components one by one. If you can convey the same concept with fewer elements, it’s best to do so. Unnecessary details will only complicate the design, making it less inviting to the eye.

Keep in mind that your branding design doesn’t have to present your brand’s entire story. Instead, it needs to imply subtly what your company is about. It’s perfectly fine to start with a complicated concept and simplify it later in the design process. But do make sure that the final product is as compact and practical as it can be.

4 Stages of Branding Design Process


Whether you’re working with a branding design agency or an individual freelance designer, the first step is defining your requirements and expectations of the project. You’ll need to fill the designers in on some basic information about your business. Mainly, they’ll want to hear about the needs and goals of your brand, the direction it’s taking, its target audience, etc.

As the designer will be responsible for creating a visual identity for your brand, they need to fully grasp the essence of the company. This stage requires close cooperation between the business and the designer to create a comprehensive creative brief. The latter will lay out the strategy of the project based on the specificities, preferences, needs, and objectives of the business.

After the initial inquiry, the designer will proceed with additional research to get a deeper understanding of the business’s competitors and industry.


The data gathered from the first stage of the branding design process should be enough for the designer to start conceptualising. After a few drafts, the designer will come up with initial concepts. The brand owner will review those sketches at this stage and give feedback.

It’s important to remember that at first, the concepts are most probably going to be rough, unpolished drafts. The details will be worked out only after the initial concepts and direction are confirmed.

Based on the feedback from the business, the designer or agency will then carry on with the design production process. This will result in a few variations of design elements (i.e., variations of the logo, iconography, mascots, typography, colours, etc.).


Great things take time and a few rounds of revisions. So don’t be discouraged if your branding design is not ideal at first; that’s what feedback and corrections are for! The number of revisions the designer will be prepared to do will vary from case to case and should be specified in the contract between the parties. Most branding design agencies, however, offer two rounds of revision.

The designer will present their work via phone call, email, or meeting. After gathering feedback from the brand owner or representative, the designer will implement the requested changes. This cycle can be repeated a number of times.


Once the final design is ready, it’s time for the designer to deliver the files and for the business to send the payment. The contract signed between the parties will determine the order of these steps.

The files the designer will most likely provide you with include the final logo and other design element documents, mockups with the logo, additional templates, and a brand guideline document. The latter is of great importance because it will ensure that the branded assets are used properly in future projects and specific scenarios.

Branding guidelines will set the rules for using your logo mark, colours, typography in a way that protects your brand’s public image. All members of your team must have access to and be familiar with your visual brand guidelines.

Of course, not everyone on your team will have a strong design background, which is why it’s the brand guideline’s job to ensure all visual elements are applied and presented correctly.

The Wrap Up

Branding is the process of shaping a unique identity around a business and making it recognisable by doing so. A brand’s visual identity, in particular, is responsible for creating a brand image that customers resonate with and recognise. That’s the primary goal of branding design.

The branding design process is one that demands a lot of forethought, attention, and back-and-forth with the designer. Make sure you’re clear about what you expect your brand design to embody and communicate. After all, it is there to convey a message to your audience.

Your branding will and should evolve with your business. As companies grow, their messages, goals, and audiences might change. And when the change is significant enough, it will inevitably lead to a need for rebranding.

General FAQ

Branding design involves all key visual elements that make a brand recognisable. Those elements are the logo, colour scheme, typography, photography, and other design components that are unique to the company.

The branding process is all about creating a distinctive brand around a business to differentiate it from competitors. The process starts with developing the brand strategy, upon which then the brand is built and promoted.

Creating a brand image begins with deep research of a company’s competitors and target market. After the research, the company will be able to define more clearly what it represents and how it’s different from other businesses. Based on this, the business will develop its value proposition, visual identity, brand voice, etc.

Speak with a specialist

Hyre is an end-to-end workforce planning and service transformation platform built for primary and social care. It uses smart technology to build and manage a shared, multidisciplinary workforce that delivers integrated services and clinics across locations and organisations.

Workforce management and service transformation platform.

Hyre is an end-to-end workforce planning and service transformation platform built for primary and social care. It uses smart technology to build and manage a shared, multidisciplinary workforce that delivers integrated services and clinics across locations and organisations.

Brand guidelines

For the brand guidelines, we used bold and contemporary colours to support the brands’ message, with the palette keeping everything cohesive across all applications.


As part of the guidelines, we created a guide to maintain the integrity of the logo elements. This ensures that the logo is always used correctly, with correct spacing and size, in any future design/advertising use.


Icons in the corporate identity are filled. The main part of the icon is painted with the primary gradient, and additional elements are in mint. Elements are separated from each other with rounded borders.

Mascot Design

We created illustrative mascot designs for different user outcomes add visual interest and action cues.


For the website design, we kept it minimal focusing on the most key elements: heading, main CTA's and supporting imagery. The heading directly addresses healthcare workers pain points, with app screenshots supporting the message. The main CTA's take users to the application.

The remaining sections describe the application and how its features work.


Desktop Application

UI Elements

Mobile Application

The mobile application design includes 63 pages. The challenge here was condensing the extensive information available for users in a mobile screen without compromising the usability.

UI Elements

Skild Aesthetics cover
Skild Aesthetics cover

A new generation of clinicians

Skild was founded to address the challenges many clinicians face after completing their training in aesthetic medicine.

Their founders recognised that the majority of clinicians do not practice in their chosen field due to fear, inadequate support and a lack of confidence needed to deliver exceptional personal experiences.

Skild recognise the limitations of one and two day training courses and has created a perfect blend of theory, practice and long term support for delegates.

Skild Aesthetics cover
Skild Aesthetics cover
Skild Aesthetics cover


To emphasise the content of the website, we created a modern minimalist design. This puts the user experience first, allowing ease of navigation and course booking.

Animated geometric figures accentuate the most important details and draw users’ attention to them.

Course booking

We constructed the site using WordPress with WooCommerce, as this gave us the flexibility to achieve our bespoke design.

We created a booking form using WooCommerce’s booking plugin. This allowed us to create a custom product template on the front end while keeping a familiar interface on the backend, allowing clinicians to manage their courses smoothly.


Social media

Several templates were designed for social media posts, following the same minimalist and clean style used throughout the website.

“I have been working with Passionate for well over a year now on a wide range of design projects. My experience has been excellent. Gor and the team always ensure the work is of the highest quality and delivered in a timely manner. The quality of their work stands out.”

Qadir Hussain, Founder

Analyse your digital marketing campaigns against CRM data

Nymble enables marketing teams to reach their goals by optimally investing marketing resources across channels and activities, and quickly adapting to market shifts.

Reach your marketing goals

Nymble helps you report on important Marketing KPI’s such as Cost per Lead, Opportunity & ROI of Campaigns, through integration with  Google Ads & Salesforce.



The main company logo is a font-based wordmark with a custom icon. The wordmark emphasises Nymble’s succinct and catchy name, emphasising the modern look of the logo. The geometric icon is a combinaion of analytics graphs combined with Nymble’s initial. The icon has a subtle 3D effect though use of gradients.

Vertical version of the logo can be used accordingly. There is also a white and grey version for use on a dark background.



Bright and bold colours support Nymble’s modern appearance. Logo guidelines ensure cohesiveness across all applications. Brand icons were created to emphasise and support Nymble’s messaging. A primary and secondary palette are included to cover all potential requirements.

All your
in one place


An animated product demo in the hero section clearly conveys the value users can get from using Nymble. There is one clear CTA prompting users to schedule a free demo. The rest of the page demonstrates all of Nymble’s features.



The application itself allows users to view all their ongoing campaigns and associated data such as acquisition cost, opportunity & ROI of campaigns and total spend.


We began the process of designing their application with a wireframing stage to identify the most important elements to include on their dashboard. For example, an important consideration is for users to be able to easily connect their various analytics accounts to Nymble, as well as the structure and hierachy of all reports and stats.


Dark UI


All icons follow the same 24x24px grid with rounded corners and flat ends.

Colors & typography

Bright and bold colours support Nymble’s modern appearance.

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