Services
Identity is not one deliverable. It is a connected system of decisions. Aethel works across the parts that determine how a company is recognised, understood and remembered.
01
Brand Strategy
- Positioning
- Category analysis
- Competitive landscape
- Audience definition
- Brand principles
- Messaging hierarchy
- Creative direction
02
Naming
- Naming strategy
- Name territories
- Candidate development
- Linguistic review
- Domain considerations
- Naming architecture
- Taglines
Legal trademark clearance is performed separately by qualified counsel where required.
03
Visual Identity
- Primary mark
- Secondary marks
- Wordmark
- Typography
- Colour
- Composition
- Iconography
- Graphic language
- Illustration direction
- Photography direction
04
Motion Identity
- Logo motion
- Transitions
- Motion principles
- Kinetic typography
- Digital behaviour
- Launch sequences
- Social motion system
05
Verbal Identity
- Brand voice
- Messaging principles
- Taglines
- Manifestos
- Product language
- Editorial rules
- Naming conventions
06
Brand Architecture
- Masterbrand systems
- Sub-brands
- Product families
- Portfolio hierarchy
- Endorsement systems
- Future expansion rules
07
Digital Direction
- Website art direction
- Interface identity
- Design systems
- Interactive concepts
- Prototype direction
- Digital brand behaviour
08
Brand Guidelines
- Identity standards
- Usage principles
- Templates
- Governance rules
- Implementation guidance
- Internal training