Brand Identity Refresh and Visual Guidelines for a Professional Services Business

I am looking for an experienced brand identity designer to refine and formalise the visual identity of a UK-based professional services business. The business provides fractional operations, governance, operational leadership and executive support to founder-led organisations. The brand needs to feel credible, discreet, intelligent and commercially mature. It should not look like a traditional consultancy, a virtual assistant business or a generic corporate services firm. I already have a logo and an established colour palette that I am comfortable using. However, the identity has developed piecemeal and now needs to be brought together into a clear, professional system. I am open to the existing logo, colours and other visual elements being refined or replaced where there is a strong design rationale. This is therefore a brand identity refresh rather than simply documenting what already exists. **Scope of Work** 1. Review the existing logo, colours, website and current brand materials. 2. Propose a clear visual direction for the brand. 3. Refine or redesign the logo where appropriate. 4. Finalise the primary and supporting colour palette. 5. Document and standardise the use of the existing Raleway and Montserrat typefaces, including headings, subheadings, body copy, weights and hierarchy. 6. Define rules for layout, spacing, imagery, icons and illustrations. 7. Create a coherent visual identity that can be used across digital, print, presentations and social media. 8. Create a small set of standardised branded graphic templates or banner-style assets for use across LinkedIn and other social media. 9. Produce a concise but practical visual identity guide. 10. Supply all final brand assets in editable and ready-to-use formats. **Expected deliverables include:** 1. Visual identity guidelines. 2. Final logo pack, including appropriate colour, monochrome and reversed versions. 3. Editable logo source files and ready-to-use files for digital and print. 4. Colour and typography reference. 5. Icon or graphic-element starter pack. 6. Photography and imagery direction. 7. Example applications showing how the identity should be used, such as a presentation slide, report cover and social media graphic. 8. Four standardised branded digital assets: - LinkedIn personal profile banner - LinkedIn company page banner - Reusable social media post graphic - Reusable branded header or background graphic 9. Editable source files for the digital assets, preferably in Canva or Adobe format, alongside exported PNG or JPG versions. This is a visual identity project. It does not include website development, marketing strategy, full copywriting, complete production templates or a professional photography shoot. When applying, please include: 1. Three relevant brand identity projects from your portfolio. 2. A brief explanation of how you would approach this project. 3. Your proposed fixed fee. 4. Your expected timeline. 5. The number of initial concepts and revision rounds included. 6. Confirmation that editable source files and full commercial usage rights are included. 7. Confirmation of the software and file formats you will use. 8. Details of any image, icon or other third-party licensing costs that would be additional. Please do not send a generic agency introduction or a large portfolio without identifying the work most relevant to this brief.