By Blue Ink Media
Developing a cohesive brand identity
This proposal presents a comprehensive branding strategy to define and communicate Sophia’s Lounge unique identity, values, and market positioning. Whether launching a new brand or revitalizing an existing one, this plan will ensure consistency, recognition, and emotional connection across all touchpoints.
• Develop a cohesive brand identity (visuals + messaging)
• Differentiate Sophia’s Lounge from competitors
• Increase recognition, trust, and loyalty
• Create a brand experience that reflects the company’s values and mission
• Provide clear brand guidelines for consistent use
a) Brand Discovery & Research
• Industry & market analysis
• Competitor audit
• Stakeholder interviews
• Target audience profiling
• Brand personality workshop
b) Brand Strategy Development
• Mission, vision, and values
• Brand positioning statement
• Unique value proposition (UVP)
• Brand voice & tone
c) Visual Identity Design
• Logo design (primary, secondary, icon)
• Color palette
• Typography
• Visual style (photography, graphic elements, patterns)
d) Brand Messaging
• Brand story and elevator pitch
• Tagline/slogan
• Key messages for various channels (website, social, print)
e) Brand Guidelines (Style Guide)
• Usage rules for logo, colors, and fonts
• Dos and don’ts
• Brand voice and copywriting tone
f) Collateral Design (Optional / Add-on)
• Website design or branding kit
• Brochures, menus, packaging
• Templates for print and digital use (e.g., business cards, email signatures, social media posts)
1. Discovery Interviews, audits, audience research Week 1–2
2. Strategy Develop brand foundation Week 3–4
3. Design Logo + visual system concepts Week 5–7
4. Messaging Taglines, voice, brand story Week 8
5. Guidelines & Delivery Final assets + brand book Week 9–10
6. Collateral Design Print and digital design Week 11 onwards
Timelines may vary depending on revisions and collaboration speed.
• Brand strategy report (PDF)
• Full logo suite (AI, EPS, PNG, JPG, SVG)
• Color palette + typeface files
• Brand voice guide
• Brand guidelines document (PDF)
• Editable collateral templates (optional)
BUDGET BREAKDOWN
Brand Discovery and Research
• Brand Name & Tagline,
• Vision, Mission & Values
• Audience Personas
• Brand Personality & Tone
Brand Strategy Development
• Vision Statement
• Mission Statement
• Brand Story / Origin Narrative
Visual Identity Design
• Logo system
• Colour palette
• Typography system
• Photography and visual style
Brand Messaging
• Mission
• Tone of voice
• Audience
• Key brand messages
• Elevator pitch
Brand Guidelines (Style Guide)
• Brand overview
• Logo guidelines
• Colour palette
Collateral Design
• Website design or branding kit
• Brochures, menus, packaging
• Templates for print and digital use
• Market Positioning
• UVP & Brand Story
• Competitor Map
EST. $3425
EST. $4675
• Core Values
• Unique Value Proposition (UVP)
• Competitive Advantage Summary
EST. $9850
• Iconography and graphics
• Brand applications
• Moodboard or style tile
• Deliverables for handoff
EST. $5625
• Taglines and slogans
• Voice and tone guidelines
• Words to use vs. avoid
• Messaging by channel
Covered in Visual Identity Design
• Typography
• Imagery guidelines
TBD
(e.g., business cards, email signatures, social media posts)