Do we need a rebrand, or just tidying up?

More often the second, and we will say so. If the identity is sound and the problem is that nobody knows which files to use or what the rules are, guidelines and an asset kit fix it for a fraction of a rebrand. A rebrand is warranted when what you look like genuinely no longer matches what you do.

How many directions do we get to choose from?

Two or three genuinely distinct ones, shown with enough application to judge properly. Not ten variations of the same idea — that looks generous and is actually a way of making the client do the deciding.

Do you handle Arabic as well as English?

Yes, and it is designed rather than translated. An Arabic lockup is not the English one with different letterforms dropped in — the proportions, the weight relationships and often the mark's balance all need work. We do that as part of the identity, not as an afterthought.

Who owns the identity?

You do, in full, on final payment — including the working files. Font licences are usually issued in your name because they have to be, and we will tell you what each one costs before it is chosen rather than after.

MaffeiTech

Branding

Identity, voice and the assets that carry them consistently across every surface.

The identity and the rules that keep it intact — logo, type, colour, voice — plus the assets your team needs to apply it without asking. Built to survive contact with real use, not just a presentation.

What it covers

Identity and logo design
Colour, type and visual language
Brand guidelines
Templates and asset kits
Application across product and marketing

Often a fit when

A company whose identity no longer matches what it does
A launch that needs an identity from scratch
Assets drifting because there are no rules to follow

How we work

What happens after you say yes, in order. Every step produces something you can see rather than a status update.

Find out what the company actually is

Conversations with the people who run it and, where it helps, with customers. What the business does, who it is for, and what it wants to be understood as — which is frequently not what the current identity communicates. This is the part that makes the difference between an identity and a logo.

Look at the field you compete in

What your competitors look and sound like, so the result is distinguishable rather than accidentally the fourth blue wordmark in your sector. Distinctiveness is a commercial asset, not a matter of taste.

Direction before execution

Two or three genuinely different territories, shown as enough of a world to judge — not the same idea in three colours. You choose a direction here, which is much cheaper than discovering a preference after the detailing is done.

Build the identity

Mark, type, colour and the way they behave together. Drawn and tested at the sizes it will really appear at — a favicon, a sign, a document footer — because a mark that only works large is not finished.

Write the rules

Clear space, minimum sizes, what to do on a dark background, and the misuses that come up most. Guidelines exist so your team can apply the brand without asking us, which is the only way consistency survives.

Hand over usable assets

Every format someone will actually need — vector and raster, full colour, single ink and reversed — plus templates for the documents and posts you produce weekly. Drift usually starts when someone cannot find the right file and improvises.

What we build with

We choose per project rather than fitting every problem to the same tools. These are what we work across most.

Identity

Logo and mark design
Typography selection and licensing
Colour systems in accessible contrast
Iconography
Verbal identity and tone of voice

Deliverables

SVG, PDF, PNG and favicon sets
Brand guidelines
Document and presentation templates
Social and campaign templates
Email signatures and stationery

Application

Product and interface application
Website and marketing surfaces
Print and signage specifications
Bilingual and Arabic lockups

Already have a stack?

Most branding work is not a blank page. If you have equity in a name, a colour or a mark people already recognise, throwing it away is usually the expensive answer — we will tell you what is worth keeping and what is genuinely holding you back. Where you already have guidelines, we extend them rather than replacing them, and where an identity has to work in both English and Arabic we design for both rather than adapting one into the other afterwards.