Write for the person using the files.
A brand guide should help someone prepare a proposal, publish a post or brief a supplier. We focus on the decisions they need to make: which logo, which colour combination, which type size and which file.
Tell us who will use the guide and what software they have. A polished presentation is less useful when the day-to-day team cannot edit the templates it contains.
Show the system in use.
Useful guidance includes spacing around the mark, minimum sizes, background treatments, text hierarchy and image direction. We include examples that relate to the business, so the reader can see how the rules come together.
Colour values are provided for the agreed uses. Screen and print can look different; a physical proof may be needed before a large print run. Production requirements should be checked with the supplier.
Make the readable choices obvious.
A palette needs approved text-and-background combinations. We check relevant pairings and identify how headings, labels and small text should be used. Our colour checker can help explain those choices during the discussion.
WCAG guidance uses different thresholds for normal and large text. A colour-pair check is one part of accessibility, so it should sit alongside layout, keyboard use, labels and other checks for digital work.
Agree the templates you actually need.
Proposals, presentation slides, business cards, social layouts and email signatures can be scoped around the work your team repeats. Each template should have a clear owner and an approved master.
We identify what is editable, what should remain fixed and which fonts or other assets need licences. Supplying a template does not automatically supply a third-party software subscription.
Keep the handover organised.
The asset library separates masters, everyday exports and archived versions. The guide explains naming and intended use, and a handover session can be included for your team or suppliers.
Start with the materials you use most often. We can review the current identity, locate gaps and build a practical set of guidelines around it. Ongoing artwork support can be discussed after the handover.