Presenting a brand identity

How we create the right brand identity for our clients. Every. Single. Time.

Time and time again I’ll get asked, what do you enjoy most about your role at Two Stories? As a business owner I’d say growing a team of confident creatives working under the same values towards the same end vision… as a creative director I’d say presenting a new brand to a client.

We may be called Two Stories, but we very much have a ONE route approach to concept presenting.

In our industry a lot of agencies and studios will present more than one option when rebranding a business or creating a new brand.

The process would likely involve presenting three or four possible routes (different logos, generally) that could work for that business, the client then has an opportunity to provide some feedback and then the brand progresses from there.

Sounds great? Right? Wrong. So, what’s the problem with that?

The problem lies when the client likes parts of each concept. A little bit of logo 1, the colour of logo 2, the font for logo 3… then eventually you have a miss match of brands that don’t work as one. A diluted version of the right brand for the client.

The other, potentially more pressing problem is that the meaning and rationale behind the brand is now lost because of that dilution.

So why Two Stories? What makes our way of working better than what other brand studios might create for you?

You have hired experts to refresh your brand. You need to trust us.
You probably read “one logo only” and thought, this feels risky. However, there is A LOT of experience and work that goes into creating a concept and ensuring it is fully functional for clients. We are doing you a disservice by not presenting you with the best option for your business.

You are one business, therefore there’s one, most effective way to present who you REALLY are?
It’s our job, through our extensive brand process to truly understand who you are. Now correct me if I’m wrong, but there’s only one of you? So, if we do accurately understand who you are, then surely there is only one solution to the challenge that is your rebrand? By presenting 3 options, we aren’t providing you with the very best solution.

This is not a pick ‘n’ mix approach.
If we present several options the chances are you’ll like a different part of each concept, this ultimately leads to an amalgamation of all the concepts – and consequently, you’ll not have the best concept, or our best work.

Through my experience, why do I love the one route method?

It’s never truly one route.
Through our extensive brand process, we explore all the ways we could visually and verbally showcase your business and work through multiple design solutions. However, we refine, and refine, and refine, until we have the one solution that’s right for you. Although we present one route, we’ve explored ALL the options. We’ve already tested what works and what doesn’t.

We are as invested as you are.
Our brands mean a lot to us. A lot of time, collaboration and work goes into crafting a brand identity. From creating the values and purpose of the brand, right through to how it looks and how the design system comes together. It is a lot of work. Because we only present one route, we must be 100 percent behind it, we have to be confident that it’s right for you.

We care that it accurately depicts who you are. We care that it adds value to your business. We care that you can not only use it, but it will help you achieve your ambitions. There is a lot riding on the concept, so we test it and believe our expertise will deliver the right solution.

We provide the right solution, every time.
Through my experience we have fewer revisions working through this method. Your new identity is so tried and tested by the time we present it to you, the client, we’ve lived and breathed the new brand. It feels real, it’s refined, and we can present it to you knowing its right for your business. We have confidence in the fact we are presenting you the right solution for your business. Not only do we present the verbal and visual brand, but we also rationalise it. We tell you WHY it’s the right concept for you.

We build in collaboration to the process.
When we say one route, we get that it feels scary. But it’s not all or nothing. We don’t present it and that’s it, there is always a period of collaboration to refine further.

I would say 90% of the time there are ZERO amends, we get it spot on, but we appreciate we don’t know your sector as well as you, a word might not be quite right, or an application might need testing further in another format. This phase is built into the process, for us to work together on developing everything ready for launching your new brand into the world.

The Two Stories One route method. It works. Trust us.