What branding really consists of?

Here at Bailey Street Design, we are asked a lot about what branding really consists of. To explain a little bit more, here is an outline of our process and what the final deliverables are.

A branding project begins with our designer Simon meeting with you and taking the design brief. In order to determine the best way to visually represent your company, we need to know as much about it as you do. This means discovering the background and story of your business, your point of difference, your target audience, your competitors and most importantly the goals, values and personality of your business.


From this brief, we research and brainstorm possible conceptual approaches to the brief and develop mood boards based on these concepts. After visualising and sketching, we present 3 possible logo options to you and decide which most successfully answers the brief.

Brand Toolkit

Once the logo is decided upon, we develop a  brand toolkit for you which is based on the agreed branding concept and includes fonts, a colour palette and any other visuals appropriate for the application of your brand i.e. icons, patterns or image treatment guidelines. This brand toolkit ensures you consistency across any application, whether itäó»s your business card, website, email newsletter, swing tag, menu etc.

A strong individual brand toolkit is vital for any business.

If you need help with branding we would love to help contact us on 9565 5612.

Case study: Franki Lou Celebrations

Here is an example of a toolkit we designed for Frankie Lou Celebrations. Frankie Lou Celebrations is a new business set up by friends Paige and Tegan. They combined their backgrounds in event management and the beauty industry to organise and host creative and beautiful parties for girls of all ages. Their services include children’s parties, hen’s parties, pamper packages, catering and decoration.

We developed a logo and brand toolkit for Frankie Lou Celebrations which was rustic, cute, feminine and carefree. The logo is custom made with hand drawn lettering, creating an illustrative and crafty feel. We also created a strong brand toolkit including colour palette, fonts and a series of icons, each representing a service the business provides.



Brand toolkit:


teamSimon is a Sydney based digital designer. He is the Director of a boutique digital design studio, Bailey Street Design located in the vibrant inner west suburb of Newtown.  Simon studied graphic design at Shillington College and specialises in web design for small and medium size businesses.  Simon and his team (Toby the studio dog) are passionate about visual communication in the digital environment


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