Brand identity for SaaS: the founder’s guide
Why a SaaS brand has two jobs, the seven tests a good identity passes, when a rebrand is warranted, what a real system includes, and what it costs, with the studio’s published ranges.
Open the resource → Resources Pillar guide Pillar guide Pillar guide Framework Checklist Template Template Template Self-assessment Handbook + checklist
Take what you need.
Checklists, templates, and frameworks we use on every studio engagement, published openly so a designer running a project in-house can pick them up without a sales call. Print them, share them, staple them to a brief.
SaaS rebrand: when, how, cost
When a rebrand is actually warranted, the six phases of the engagement, what changes vs what stays, real cost bands, and the risks worth planning for.
Open the resource →Logo design: the five-phase process
The five phases (brief, concept, direction, refine, deliver), what arrives in each deliverable, what it costs, and how to brief a designer so the result is defensible to a hiring committee.
Open the resource →Brand strategy: the 5-pillar model
The five-pillar framework: audience, positioning, voice, visual system, behaviour, plus the five-day sprint we run to land it. Written so a team can run it in-house.
Open the resource →SaaS rebrand: 50 surfaces to migrate, in order
Every surface the old brand lives on, product tokens, app stores, partner assets, email templates, the redirect map, plus the launch-day sequence and the 30 days after. The migration plan we ship, published in full.
Open the resource →SaaS brand guidelines: the template
Eleven sections, what belongs in each, and the test for when a section is finished, plus the raw Markdown to copy. The document itself, not a mood board, and it ends in tokens rather than a PDF.
Open the resource →Brand identity brief: the template
Eleven sections your designer needs before the first call, a strong and a weak answer for each, and the raw Markdown to copy. The brief you write after choosing a studio, not the RFP you send to choose one.
Open the resource →Rebrand RFP: a fill-in-the-blanks template
A fill-in-the-blanks RFP for a rebrand engagement. Eight sections, example copy you can adapt, and a sample evaluation matrix. Designed so the studios you send it to can quote without a second discovery call.
Open the resource →Brand audit: 20-item self-assessment
Twenty questions to ask of your current brand system, identity, voice, applications, performance. A 45-minute self-assessment that surfaces the leaks before you commission a rebrand you may not need.
Open the resource →Figma → Webflow handoff: 24-item checklist
A complete handoff handbook plus a printable 24-item pre-flight checklist. What to prepare in Figma, what NOT to prepare, the Webflow gotchas that catch engineers on every project.
Open the resource →Want one of these run for your project?
If you'd rather we ran the audit, drafted the RFP response, or ran the handoff, book a 30-minute consult. Bring the URL, the deck, or the brief.
Book a 30-min consult