Visual Brand Identity

Look as real as you feel.

More than a logo.

We create a visual system so your brand is consistent and cohesive everywhere it occurs. Marks, colors, typography, patterns — we’ll establish a memorable brand.

How do you craft the right Visual Brand Identity for my brand?

We collaborate with you to create a logo and visual identity that authentically expresses your brand’s personality.

We explore multiple logo concepts before arriving at a comprehensive and versatile identity system.

We develop guidelines for logo usage, typography, color, and more that empower you and your team to use your identity confidently and consistently.

What Is Included in Brand Identity?

Comprehensive Brand Guideline Booklet
Primary & Secondary Logos (in multiple layouts, ex: full lockup, mark only, horizontal)
All logos in all Colorways (ex: full color, black, white)
All logos in multiple File Types (ex: jpg, png, pdf, eps)
Typography System
Shapes, patterns, or other brand assets
Color Palette & System
Usage Examples & Guidelines
Select Launch Graphics
Social Media profile images & cover graphics, website favicon, etc

Why do I need a Visual Brand Identity?

Beyond recognizable. If you want people to look at your brand and connect with it, we need to make sure it passes a few tests…

Legible & Recognizable

Can a person read it and understand it, at every place you’ll be putting it?
Does it work small: on the side of a pen? As an Instagram profile pic?
Does it work big: on the side of a building? A work vehicle?
Is it simple and clear enough that a person can (after 3-5 times of seeing it) recognize it with a passing glance?

Conveys an Emotive Value

Does it evoke the emotions that your brand wants it to?
Does it align with, and tell a visual story of, what your company stands for?
Does it resonate with your ideal customer?

Your Confidence

Does it make you feel confident, proud? Are you excited for everyone to see it?
Do you believe it succeeds with the other 2 pillars (legible, emotive)?

We deliver brand systems that check all the boxes.

Let's Work Together

See Visual Identity Work

A beautiful brand celebrating motherhood

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Grow Together

Reducing stigma, growing a professional brand

CollateralLogoRetainerStrategyWebsite

Triangle Hemp

A modern and elegant logo identity

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Mint Modern Home

New identity for a neighborhood hangout

CollateralLogo

Edwards Mill Bar & Grill

View All Work

Testimonials from Visual Identity Clients

I have worked with Goodness for multiple years now and they are invaluable to our business. They have helped our business seem like a much bigger company than it actually is. They designed our website and social media and have continued to think about how it could be improved and updated as our business grows and evolves. They always deliver on what they promise and it always exceeds our expectations. It is hard to find people that take such pride in what they do and we couldn’t be happier.

Matt Spitzer

Founder, Triangle Hemp

Tara and Dustin are really nice people. They are also very good at what they do! They took the time to understand my business and that brought clarity for me also. The process they use was really clear and made me feel supported. The final website was excellent and just what I wanted and needed. I highly recommend them.

Andy Patron

President and Principal Consultant, Helps

Great experience from beginning to end. From sketching out my ideas of the big picture to tailoring a brand that worked to attract the right people to Good Human Dog Training, Tara and Dustin felt like old friends from the start. They really got to know me and what I do. Can’t go wrong with this dream team.

Jennifer Thornburg

Owner, Good Human

Frequently Asked Questions

How do I start a project with Goodness?

Fill out our intake questionnaire on our contact page. We’ll follow up with you within 1-3 business days to learn more about you and your brand, and to discuss scheduling a discovery chat via Zoom.

How far out are you booked? When can I get started?

We can typically start new projects 4-6 weeks from the time we receive your commitment.

How long do projects take to complete?

Projects can take 1-3 months to complete. If you did all of our core services in succession, it would be a 5-6 month investment.

How much does it cost?

Every project we do is tailor-made to your specific needs. There is no “one size fits all” approach. Our clients see the most success when they commit to all or most of our core services. Our clients typically invest anywhere from $5,000 – $20,000 during their engagement with us.

Can I do Strategy only? Or a Logo but not Naming?

Yes! All of our core services are a la carte. You can invest in just the services that make the most sense for your brand. We strongly believe in investing in Strategy first, especially for brands that have not launched yet. We can discuss which services make the most sense for you during a discovery chat.

Some of your services are referenced as “Core Services.” What does that mean?

New clients can invest in any or all of the following core services:

Clients who have completed any core service also have the option to continue our partnership with any of our ongoing support services:

Do you have any open career or internship opportunities?

We always love connecting with talented people. While we are not currently hiring, we would love to connect with you on Instagram and LinkedIn.

Starting a new advisory company with a business partner, we could not be happier with our decision to have Goodness develop our website. Tara and Dustin exceeded our lofty expectations. They were diligent and professional, creating a world-class design to meet our vision. The execution was also efficient and fun – leading to a flawless launch. Virtually all of our contacts and friends lauded the quality of the site. Our experience could not have been better and we strongly recommend Goodness for all your needs. If you want to learn more about our experience, please contact me. Hire Goodness without hesitation.

Charlie Taben

Partner, Wall & Main

The brand looks amazing! I am so excited about how the logo will look on my new website.

Alix Guthrie

Owner, Mint Modern Home

I can honestly say that they are the most kind, generous, and talented professionals I have had the pleasure of working with. They are fully committed to the best work they can put forth because they truly love what they do. They want to see the businesses and nonprofits they work with succeed in effectively and efficiently communicating all aspects of their brand.

Rebekah Beck

General Manager, Raleigh City Farm

Matt Spitzer

Founder, Triangle Hemp

Once we launched my new site, I started getting emails from potential clients—I rarely got website leads before. I know that a well-designed, up-to-date website helps my business get new customers. I’m glad that I placed it in the caring, confident hands of Goodness. They made me feel taken care of.

Deb Zechini

Owner, Order In The House

We could not have met and surpassed our goal without the help of Goodness. We wanted to participate in Giving Tuesday on Facebook, but were overwhelmed by all the details and knowledge required to plan and execute well. Tara came in and made the process so smooth, relayed our message perfectly, and handled the crazy speed of the campaign when it went live. Because of Goodness, so many lives in Haiti have been impacted for the better.

Elizabeth Brown

Admin, Hope for Haiti Foundation

I absolutely love my logo and colors with my branding! Tara and Dustin really understood what I was going for with my mission and goals. I’m so proud of it and feel like their services have set my company up for success. Definitely worth the investment!

Lisa Vance

Owner, Grow Together

We hired Goodness to revamp our cocktail bar and what a splendid job they did! Our package included naming, brand id, logo, and a menu design. On top of that, we got plenty of content ideas and strategies to direct our marketing plan. With Tara’s background in restaurant concepting and launching and Dustin’s keen eye for current design trends, they were a perfect match for our mission. Through breezy exercises, their thoughtful approach to brand identity made the soul searching process easy and digestible, and now we can embrace our bar with pointed clarity. Thanks to the Goodness team!

Sarah Chung

Owner, Hearsay

They intently listen to what we’re looking for and ask questions to make sure they understand the vision we have. They always come back with something original and creative. Their work is the quality of a large marketing and design firm, but it comes with the personal attention that only a small business can provide.

Margaret Hartzell

Director of Development, North Carolina League of Conservation Voters

As customer oriented as they come, Dustin sought to understand what we were planning with our business. He captured the insights he needed to build our brand for us. And he NAILED it! Logos, color palette, website, even background music to our blogs. We look forward to many years partnering with him and his team!

Michael Hillan

Owner/Principal, DriveTrain Learning

Mental health is my passion and purpose; and bringing a nonprofit to the Triangle to raise awareness and support has been a goal of mine. The care, time, energy, and hard work Dustin and Tara have devoted in helping make Green Compass a reality has been more than I could have imagined. Literally, nothing but “goodness” from this team.

Whitney Jones

Founder, Green Compass

I just want to take this opportunity to say what a fantastic job Goodness has done for us. For over four years our staff has been working to produce the professional-quality, co-branded, consistent materials that their team has delivered. We have worked with other local and national design/marketing firms and no one else has been as thorough, productive, cost-effective, and just plain old fun to work with as Goodness. We are very fortunate to have them as a key business partner.

Buddy Gupton

President, Jones Insurance