Felt is an award-winning independent branding studio. We create authentic brands, with impactful strategies and beautiful visual identities.

1. Looking for clues
We begin with a discovery workshop to find out as much about you and your business as we possibly can – your offer, audiences, competitors, points of difference, perception, challenges and aspirations. Then we rigorously research the wider market for further context and understanding and speak with your existing and target audiences to understand the whole picture of the business. Once we have the insight and clues we need, we can start shaping our thoughts.

2. Defining the real you
Next up, we start defining a vision for your brand by creating a brand proposition. This articulates the offer, target audience mindset and needs and key messages through a driving idea that will differentiate and set the brand apart. The proposition is the core idea at the heart of the brand that will inform everything about it from the visual language to personality and behaviour and how audiences engage and interact with it. The brand proposition acts as a creative brief for developing the creative concept and visual assets. In parallel to developing the proposition, depending on the project scope we also develop a marketing and comms plan which informs how to launch or build the brand in the market.

3. Creation
Next we explore how to bring the brand to life by developing creative routes that range from a close-in concept that would sit comfortably within the market to a more radical category breaking concept. We consider the basic elements which create the brand’s personality and visual language – naming, logo, colour, typography, imagery – static and moving, graphic language, written tone of voice and environmental materials and finishes, looking at each in isolation and then demonstrating how they would work together across a range of applications and experiences that are relevant to the brand eg a website, brochure, product, interior.

4. Putting it out there
Once we’ve decided on the best route together, we’ll make it happen. This is where we work out which applications will create the greatest impact and just what you need from a website, digital assets, a brand film, packaging, an environment. We finesse and craft the small but telling details, build, refine and launch for maximum impact.