Most identities run six to ten weeks end to end. Direction work — the strategy half — takes the first two to three; expression, the system and the rollout files fill the rest. A single-product or launch-critical brand can be compressed, but we will tell you what gets thinner when it is.

Often that is the better call. We audit what you have against the same fourteen decisions, keep whatever is still earning its place — equity in a name or a mark is expensive to rebuild — and rework only what is actually holding the business back. A full rebuild is a recommendation we make, not a default we sell.

A written brand direction, the full identity system — logo suite, colour, type, imagery rules — and the working files your team and any future agency will need. Plus the guidelines that keep asset twenty looking like asset three, which is the part that decides whether the investment holds.