Creative Direction
The visual and editorial point of view that every other element answers to, set long before a single asset is drawn.
A brand world, directed with intention.
Positioning, tone of voice and visual direction for considered brands in hospitality, wellness, beauty and lifestyle. We build the whole world around a brand, so it looks established from the first day and holds together everywhere someone meets it.
Practice
Strategy, visuals and feeling for considered brands that need clarity before visibility.
Brand Identity is where we define the world around your brand: how it looks, sounds, feels and shows up across every touchpoint. It begins with strategy, a clear sense of who the brand is for and what it should stand for, before a single visual is drawn. From there we shape creative direction and the logo suite, then typography, colour, imagery, social and the guidelines that hold it all together.
Every element is designed to work as one system, so the brand stays consistent whether someone meets it in print, on a screen or in the feed. The result is a considered foundation that looks established from the first day and can grow without losing itself, so you spend less time second-guessing how the brand should show up and more time building the business behind it.
Logo Suite
A primary logo with the supporting marks, monograms and responsive variations a brand needs in everyday practice.
Typography System
A considered set of typefaces and a clear hierarchy, defined across print and screen so the voice stays intentional.
Colour Palette
A restrained palette of core and secondary tones, every value specified so the colour never drifts between uses.
Social Media Kit
Templates, layouts and profile assets, built so the brand arrives in-feed already looking unmistakably like itself.
Brand Guidelines
The one document that holds it all together, setting out how the identity is applied by anyone who touches it.
The packages / 01
Enquire about The Foundation
The Foundation
A focused identity for a brand finding its feet, or one that needs to look the part quickly without cutting corners. The core pieces, drawn with the same care as a full identity and scoped to the essentials.
What is included
- Creative direction and moodboarding to set the visual direction before any design begins.
- A primary logo and one secondary mark, drawn for use across sign, screen and print.
- A typography selection chosen to carry the brand voice wherever it appears.
- A core colour palette with its values specified, so the colour never drifts.
- A concise one-page guideline covering logo use, type and colour.
Timeline and process
Around three weeks from kick-off. Week one is discovery and creative direction. Week two is the design of the core identity. Week three is refinement and handover of the final files.
Who it is for
New and growing brands that need a considered identity quickly, without the budget or the need for a full system yet. It is built to expand into the fuller brand world whenever you are ready.
Investment
From £1,500. Scoped to the core of a brand, so the investment stays proportionate while the care does not. Quoted in full once we have talked through exactly what you need, with a deposit to reserve your place in the schedule.
The packages / 02
Enquire about The Identity
The Identity
The complete brand world, and the option most brands choose. A full identity system designed to work together, so the brand shows up the same in print, on screen and in the feed.
What is included
- Creative direction and a defined visual world that holds the whole identity together.
- A full logo suite with monograms and responsive variations for every placement.
- A complete typography system for headings, body and detail, across print and screen.
- Core and secondary colour palettes, with usage and values specified.
- A social media kit of templates, story layouts and profile assets.
- Full brand guidelines that set out how every element is applied.
Timeline and process
Around six weeks from kick-off. Weeks one to two are discovery and creative direction. Weeks three to four are designing the full identity system. Weeks five to six are two rounds of refinement, then the guidelines and handover.
Who it is for
Brands ready to invest in a complete, consistent identity they can confidently hand to anyone who works on the brand, from a printer to a social manager to a future hire.
Investment
From £2,500. A complete identity system, priced for brands ready to invest in getting it right once and applying it everywhere with confidence. Quoted in full after an initial conversation, and staged across the project.
The packages / 03
Enquire about The Brand World
The Brand World
For brands that want the identity carried all the way through, not just designed but applied. The full identity, plus the collateral, art direction and launch assets that bring the brand into the world.
What is included
- Everything in The Identity, as the foundation for everything that follows.
- Extended collateral and packaging, designed as considered extensions of the identity.
- Art direction for photography so the brand imagery stays intentional and consistent.
- Launch and campaign assets, from launch graphics to campaign templates.
- Ongoing brand support that keeps the identity consistent as the brand grows.
Timeline and process
Typically eight to ten weeks, shaped around your launch. Weeks one to two are discovery and direction. Weeks three to six are the full identity and collateral. Weeks seven to ten are art direction, launch assets and handover.
Who it is for
Established or ambitious brands that want the identity delivered end to end and kept consistent over time, with a studio on hand as they grow.
Investment
From £3,500. The most hands-on way to work together, scoped to each brand and shaped around the collateral and support you actually need. Every Brand World engagement is quoted individually.
The packages / 04
Enquire about The Full Studio
The Full Studio
A complete brand identity and the website to launch it on, designed and built as one. The full brand system, then a bespoke, hand-coded site that carries it online, ready to be found and to grow with you.
What is included
- Everything in The Identity, the full brand system as the starting point.
- A bespoke website of up to twelve pages, designed around your brand and content.
- Hand-coded in HTML rather than built from a template, so it is fast and exactly on brand.
- A responsive build that looks considered on phones, tablets and desktops.
- Basic SEO set-up, with titles, descriptions and structure so the site can be found.
- Contact and enquiry capture, wired up and ready to turn visits into enquiries.
Timeline and process
Typically ten to twelve weeks, run in two threads. Weeks one to five are the brand identity, as above. Weeks four to ten are designing and hand-coding the website alongside it. Weeks eleven to twelve are testing, refinement and going live.
Who it is for
Brands that want to launch properly, with a considered identity and a website to match, built together from the start rather than bolted on afterwards.
Investment
From £5,000. The full brand identity and a bespoke, hand-coded website of up to twelve pages with basic SEO in place. Ongoing care is £99 per month, covering hosting, updates, small changes and keeping the site secure and running. Quoted in full after an initial conversation.
Brand identity, in practice
Camden House
A refined brand identity built from the ground up for a social wellness and longevity house. We shaped the positioning, the monogram and a restrained editorial system, so a new name could arrive already looking established.
View workOlivia Cole
A complete brand world for a Woburn aesthetics clinic, from the identity through to an editorial website and a concierge booking experience. Every touchpoint was designed to feel quiet and clinical-luxe, so booking a treatment feels as considered as the treatment itself.
View workLauren Alexandra
A considered brand identity for a founder-led beauty name, taken from the mark through to the label in the hand. We built a delicate wordmark and a full system with the founder story at its centre, then carried it onto packaging and print.
View workManeridge
A brand identity for an equestrian retreat, with a mountain-clean restraint drawn from landscape, material and ritual. We defined a calm world of natural tones, considered type and quiet marks, so the brand feels as grounded as the place itself.
Read the caseAtlas & Co
A name and a feeling, built into a full brand for a luxury travel company shaped around Mediterranean stillness. Naming, identity, an editorial website and a social system, all designed to sell a sense of slowness and space.
Read the caseClarkson Construction
A trades brand rebuilt to look the part and to be found for it, with a considered identity carried across web, search and social. We gave a respected local builder the presence of a premium firm, then backed it with the SEO to bring the right enquiries in.
View work
Good to know
Questions, answered
How long does a brand identity take?
It depends on the scope. The Foundation is usually around three weeks, a full Identity about six, and the Brand World and Full Studio are bespoke and built around your launch. We agree a timeline before we begin, so there are no surprises.
How much does it cost?
The Foundation starts at £1,500 and a full Identity at £2,500, with the Brand World from £3,500 and the Full Studio, which includes a website, from £5,000. Every project is quoted in full after an initial conversation.
Do I have to choose a package?
Not at all. The packages are a helpful starting point, but every brand is different. If none of them fits exactly, we will scope something around what you actually need.
Do you build websites too?
Yes. The Full Studio includes a bespoke, hand-coded website, and a site can be added to any package. Websites start at £2,500 for up to twelve pages, with ongoing care from £99 a month.
What do you need from me to start?
A conversation first, then whatever you have: any existing brand materials, a sense of the brands you admire, and an idea of who you are trying to reach. We guide you through the rest.
What happens after the brand is delivered?
You receive the full set of files and guidelines, so anyone can apply the brand correctly. We are also on hand for ongoing support, and many clients keep us involved as they grow.
Who will I be working with?
You work directly with Carly, the founder of JUDE™, from the first conversation through to delivery. No account managers and no hand-offs.
Do you work with brands outside the UK?
Yes. Most of our work is with UK brands in hospitality, wellness and beauty, but we work remotely and are glad to take on considered brands wherever they are.
From the journal
More on brand identity
Field notes on identity, brand worlds and how considered brands are built.
Why Branding Is the Secret Weapon for Small Businesses
Why branding is the quietest competitive advantage a small business has, and how to build it without spending like a corporate. The right identity earns trust before a word is read, and keeps compounding quietly long after the launch has passed.
Why Brand Worlds Matter More Than Logos in Luxury Hospitality
Atmosphere, language and feeling are what hospitality guests actually buy. A look at why brand worlds, not identities, build long-term value, and how the brands that come to own a feeling quietly outlast the ones that only ever own a logo.
Why Most Marketing Agencies Don't Understand Luxury Brand Marketing
Why standard agency frameworks misread luxury brands, and the considered alternative that protects margin while building presence. Volume and discounting quietly erode a premium name, so the work has to be slower, sharper and far more deliberate.