Best for businesses and organizations that want a deeply considered brand—one that clearly expresses who they are, what they stand for, and how they show up across platforms. This is a three phased comprehensive, collaborative process that connects strategy, messaging, and visual design into a complete brand system built for long-term use and growth.

Scope & Tasks
+ Brand Discovery & Strategic Alignment
• Brand guidance and advisory support
• Audit of existing brand, messaging, and visual identity
• Stakeholder interviews and broad brand intake
• Brand or rebrand assessment to identify strengths,
gaps, and opportunities
• Audience research and persona development
• Competitive and market analysis
• Alignment on goals, constraints, and scope

+ Brand Strategy & Definition
• Brand Heart (purpose, vision, mission, values)
• Brand voice, tone, and verbal guidelines
• Brand positioning and differentiation
• Value proposition development
• Messaging pillars with supporting points
• Naming exercises (if needed)
• Tagline development

+ Brand Identity Design & System Development
• Selection of one logo style: abstract mark, combination
mark, emblem, lettermark, mascot, pictorial mark, or
wordmark.
• Development and exploration of 3 logo concepts
• Design of a complete logo system and lockups
• Brand mockups (to understand logo application
• Definition of core visual elements: color palette.
typography system Hierarchy and layout principles

+ Brand System Execution
• Extension of the identity across key brand touchpoints
• Creation of comprehensive brand guidelines (visual
and verbal)
• Preparation and delivery of final brand assets and files
• Support for initial rollout and implementation

Deliverables:
+ Complete brand system and logo files
+ Comprehensive brand guidelines (PDF)
• Brand Strategy
• Messaging framework
+ Organized brand asset package ready for real-world use

After understanding of project parameters, MKN Design will provide a proposal which will include: project overview, roles and responsibilities: scope and tasks, timeline, and project costs and payment terms.

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MKN Design, LLC
michael@mkn-design.com
1–616–915–1941 

Good design is complexity presented simply
MKN Design LLC © 2025

Originally from Ontario, Canada, and currently based in West Michigan, Michael Nÿkamp is dedicated to helping businesses develop and refine creative strategies into clear, impactful solutions that captivate and engage.

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