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Branding & Identity

A Brand Built To Perform.

Positioning, naming, narrative, voice, and the full visual system. The upstream work that makes the ads land, the site convert, and the feed feel like one brand instead of five.

Positioning Naming Visual Identity Logo & Mark Voice Guidelines
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MERIDIAN15°
Identity Sheet · v1.0
01 · Mark
02 · Palette
Ink #0A0A0A
Signal #FF1500
Paper #F5F4F1
03 · Type
Aa
Montserrat 900 / 700 / 400
04 · Voice
Direct Confident No fluff
Live Brand
Pillars

Four pillars. One system.

Strategy, identity, voice, and guidelines. Built to hold up whether it's a hero film or a 6-second paid-social cutdown.

Strategy

Positioning, audience, competitive edge, and the narrative through-line. What the brand stands for and what it's earning the right to say.

Identity

Logo and mark, colour, typography, photography direction. The visual system that makes the brand recognisable in two seconds on a phone.

Voice

Messaging framework, tagline, tone of voice, and the copy patterns that run from homepage to ad hook without going flat.

Guidelines

A living guideline document that covers ads, web, production, and social. Built so new vendors ship on-brand from day one.

The Craft

A mark is a construction.

Circles, baselines, ratios, angles. Every mark we ship is drawn to math before it is drawn to feeling. Watch four get built.

Brand.Studio / Drafting
Sheet 04 / 12 Scale 1 : 1 Meridian15
01Circular
02Monogram
03Seal
04Wordmark
R 100 R 160 +1 -1 CAP BASE 15 CAP 210 X-H 105 BASE 000 W 220 · H 210 Ø 340 Ø 260 Ø 120 60° M15 CAP 210 BASE 290 X-H 250 TRACK -0.02 L 620 MERIDIAN15
Construction Circular geometry Baseline monogram Concentric seal Grid wordmark
Primary guide R 160 · Crosshair Cap 210 · x-height Ø 340 / 260 / 120 8-col baseline
Ratio 1 : 1.618 5 : 3 1 : 2 : 3 8 : 1
Surface Editorial · Film Stationery · Signage Seal · Stamp Masthead · Lockup
How we work

From insight to identity.

Five steps from first workshop to a brand system your team and every vendor downstream can actually run on.

01

Discover

Workshops, stakeholder interviews, and category audits. We get the raw inputs: customers, competitors, commercial goals.

02

Position

Positioning, audience, narrative, and naming if it's on the table. The strategic frame the rest of the work hangs off.

03

Design

Logo, mark, colour, type, photography direction, motion principles. Two to three directions, one chosen and built out.

04

Voice

Tagline, messaging framework, tone of voice, and a copy library so the brand reads the same across every channel.

05

System

Guideline document, asset library, and a launch kit. Everything your team needs to run the brand without calling us for every decision.

What's included

Every deliverable you'd otherwise brief to four studios.

Brand is a full stack. Strategy, identity, voice, system. Running it under one team means the ads match the deck matches the site matches the store.

Brand Strategy

Positioning, audience, competitive frame, narrative.

Naming

Name generation, shortlists, and trademark screening.

Logo & Mark

Primary, secondary, and responsive lockups.

Colour System

Primary, secondary, and accessible contrast pairs.

Typography

Type pairings, hierarchy, and licensing.

Art Direction

Photography, motion, and illustration principles.

Voice & Messaging

Tagline, pillars, tone of voice, and a copy library.

Brand Guidelines

A living document your team and vendors can run on.

FAQ

Questions we get asked.

How long does a brand project take?
A full brand system (strategy, identity, voice, and guidelines) is typically 8 to 12 weeks. A lighter refresh or identity-only project is usually 4 to 6. We'll scope it once we see what you're starting from and where it needs to get to.
Do you do strategy only, or identity only?
Yes to both. Some clients come in with positioning already nailed and just need the visual system. Others have a strong identity but the strategy isn't sharp. We work in pieces when that's the right call.
Is this for new brands or existing ones?
Both. We build brands from scratch for new companies, refresh positioning for mature ones, and systematise what growing brands already have so the work is reproducible across teams and vendors.
Do you handle naming?
Yes. Name generation, shortlisting, linguistic screening, and a first-pass trademark check. We work with IP counsel when it's time to clear and register, but the creative and screening sits with us.
What do we actually walk away with?
A brand strategy document, a logo system with full file variants, a colour and typography system, photography and motion direction, a voice and messaging framework, and a guideline document your team and outside vendors can actually run on. Plus every source file.
Can you run the brand after it launches?
Yes. Most branding clients move into a retainer with us for paid media, content, web, or production, so the people who built the brand are the same people making the ads and running the site. That's the point.
How much does Calgary branding cost?
Small business brand packages typically run $4,000 to $12,000. Full brand systems (strategy + identity + voice + guidelines) run $10,000 to $25,000 depending on scope. Naming, photography, and motion extensions price separately. We quote every project up front with fixed scope and fixed price. See our full Calgary branding cost breakdown or our guide to Calgary branding agencies for the full picture.
Ready to Build?

A brand your whole stack can run on.

Tell us where the brand is today and where it needs to go. We'll come back with a scope, a timeline, and the team.

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The rest of the stack.