How the Process Works
Branding moves with intentionality for a reason.
We listen first, sketch a lot, and then move to final files.
Here’s how a project with Vale & Ink usually unfolds.
Discovery
We start with a proper conversation: who you are, what you do, and why this brand matters to you.
From there, you’ll get a short, focused questionnaire so we can capture your story, audience, and long-term goals in writing.
Once we’re aligned on scope and deliverables, we’ll send over a simple agreement and an initial deposit. When that’s signed and paid, then the real work begins.
3. Deciding Direction
From those sketches, we refine the strongest ideas into a set of clear directions.
You’ll usually see 10–15 polished concepts, each with a short written rationale: why it looks this way, what it says about your brand, and how it could live in the real world.
Our job here is to guide, not just present options. We’ll recommend the three directions that best fit your story and market, then we’ll choose one to move forward with and refine together.
5. Delivery & Support
Before anything is final, we walk through the full brand together and make sure it aligns with your goals and feels like you.
You then receive:
Organized folders of final files (print + digital, vector)
A brand guideline document so your team or vendors know how to use everything
Full payment is due before final file delivery. After that, we’re still available for future pieces, check-ins, or extensions of the system as your brand grows.
2. Ideas & Sketches
This is where your brand begins to take shape.
We translate what makes you “you” into visual direction by sketching a range of marks, symbols, and identity styles that express your purpose with clarity and character.
Strong ideas, tested from multiple angles… until we uncover the direction that feels unmistakably yours.
4. Brand System
Once we’ve chosen a direction, it turns into a full identity system:
Primary logo + color palette
Inverted / one-color versions
Typography pairings
Pattern or texture system
Secondary marks / badges
Mockups on real applications (cups, menus, signage, social, etc.)
This is where the brand starts to feel real.
Not just a logo, but a visual language you can actually use.
How the Process Works
Branding moves with intentionality for a reason.
We listen first, sketch a lot, and then move to final files.
Here’s how a project with Vale & Ink usually unfolds.
Discovery
We start with a proper conversation: who you are, what you do, and why this brand matters to you.
From there, you’ll get a short, focused questionnaire so we can capture your story, audience, and long-term goals in writing.
Once we’re aligned on scope and deliverables, we’ll send over a simple agreement and an initial deposit. When that’s signed and paid, then the real work begins.
2. Ideas & Sketches
This is where your brand begins to take shape.
We translate what makes you “you” into visual direction by sketching a range of marks, symbols, and identity styles that express your purpose with clarity and character.
Strong ideas, tested from multiple angles… until we uncover the direction that feels unmistakably yours.
3. Deciding Direction
From those sketches, we refine the strongest ideas into a set of clear directions.
You’ll usually see 10–15 polished concepts, each with a short written rationale: why it looks this way, what it says about your brand, and how it could live in the real world.
Our job here is to guide, not just present options. We’ll recommend the three directions that best fit your story and market, then we’ll choose one to move forward with and refine together.
4. Brand System
Once we’ve chosen a direction, it turns into a full identity system:
Primary logo + color palette
Inverted / one-color versions
Typography pairings
Pattern or texture system
Secondary marks / badges
Mockups on real applications (cups, menus, signage, social, etc.)
This is where the brand starts to feel real.
Not just a logo, but a visual language you can actually use.
5. Delivery & Support
Before anything is final, we walk through the full brand together and make sure it aligns with your goals and feels like you.
You then receive:
Organized folders of final files (print + digital, vector)
A brand guideline document so your team or vendors know how to use everything
Full payment is due before final file delivery. After that, we’re still available for future pieces, check-ins, or extensions of the system as your brand grows.