When someone moves from Instagram to your website and then receives a brochure, they should recognise the same business. Organising those applications can be more useful for a Marbella brand than changing a logo without reviewing its use. See the scope of our Visual identity service.
Inventory your materials
Gather the logo, website, social templates, commercial documents and printed materials you use. Note who edits each file and with which tool. The aim is to identify unnecessary variation and difficult formats, not automatically redesign everything.
Choose the applications that matter
Prioritise by use: a proposal sent every week may need more attention than an occasional piece. For multilingual communication, test actual headings and paragraphs before approving a template. A design should accommodate the business's content rather than depend on everything having the same length.
Separate identity from production
Visual direction establishes colour, typography, composition and versions. Preparing artwork, printing and installation are different tasks. Proposals should list materials, clarify delivered formats and licences, and identify separately commissioned production.
Keep what still works
A new website does not require discarding a recognisable identity. Organising versions, improving contrast or defining a font for longer copy may be enough. Positioning or naming problems require a different assessment from graphic adaptation.
Plan a usable handover
Request files labelled by use, suitable screen and print versions and the agreed guidance. Define what your team can edit and what needs design support. Consistency is easier with understandable decisions than with a lengthy file nobody knows how to apply.
