How the work is done.
Brand-building isn’t a one-size-fits-all project. Every company is at a different stage, with unique needs. To address this, I work along three distinct approaches —entry points that are tailored to your brand’s specific needs, all grounded in the same methodology.
Where to start.
Be4
Strategic Brand Assessment
When It Makes Sense
Companies raising capital, rebranding, or pivoting. These are moments when strategic clarity comes before any action.
What is the approach like?
Engagement with decision-makers, competitive analysis, market mapping, and strategic planning. No design involved. Pure diagnostics.
Duration
3 to 4 weeks
What Always Delivers
- Brand Strategy Dossier · 30 to 50 pages
- Executive Summary · 1 to 2 pages
- Executive Presentation · 60 to 90 min live
Complete Project
Comprehensive brand building, from strategy to expression
When It Makes Sense
Companies that need to build or rebuild their brand from the ground up. They can start with Be4, using the diagnostic assessment as the first phase, or start from scratch, depending on the context.
What is the approach like?
Application of the method in 9 layers, from the strategic to the expressive. Each layer builds on the previous one. In the end, the brand is not just new—it is a complete BrandSystem: a living platform that underpins future decisions.
Duration
12 to 16 weeks
What Always Delivers
- Strategic Diagnosis (Layers 1–3)
- Nominal and Narrative Identity (Layers 4–6)
- Complete visual architecture (layers 7–9)
- Consolidated Brand System — A Living Brand Guide
Optional modules
Corporate presentation, stationery, communication materials, digital templates, website graphic design, brand launch, post-delivery consulting.
Brand Design
Visual identity and focused applications
When It Makes Sense
Brands that already have a clear strategy, or smaller-scale projects that need a focused visual identity and practical applications.
What is the approach like?
Creation or revision of a visual identity, with a focus on delivering a brand that can be applied in everyday situations. It maintains strategic rigor where it matters, without expanding into a comprehensive framework when it isn’t necessary.
Duration
6 to 10 weeks
What Always Delivers
- Logo and Visual Identity
- Brand Guide (BrandGuide)
- Simulated applications on key components
Optional modules
Stationery, brand extensions (storefront, fleet, signage), brand personality study (archetype, tone of voice), sales presentation, launch materials.
The 9 layers that underpin the brand.
Regardless of the scope, every project follows the same method: 9 layers organized into 3 blocks, developed over more than a decade of working with companies of various sizes and across different industries.
The strategic decisions that define the brand. Without these solid foundations, what comes next has no basis.
- 01Supply Strategy
- 02Ótimo Market
- 03Differentiation Vector
How the brand expresses itself verbally and narratively. The bridge between strategy and expression.
- 04Nominal Identity
- 05Main Narrative
- 06Verbal Identity
How a brand becomes visible. It is built upon the layers that came before; without them, it is just a surface.
- 07Visual Architecture
- 08Membership Codes
- 09Activist Manifesto
Each layer builds on the one before it. A complete brand is not the sum of its parts. It is the system at work.
The brand as a system, not as a manual.
BrandSystem is the evolution of the traditional BrandGuide. It is no longer a static document that gets converted to a PDF and is forgotten once it’s approved.
It is a dynamic platform that can be accessed by individuals, distributed teams, and AI agents. The brand ceases to be a reference point and becomes an operating system that guides every decision.
The BrandSystem is the final deliverable of the Complete Brand Project. In other contexts, parts of it are developed and formalized according to the scope.
What's inside
- The 9 layers as structured, searchable knowledge
- Guidelines for verbal and visual communication in everyday situations
- Usage guidelines, examples, practical cases
- Final files organized for any point of contact
- Structure designed to be read and used by AI—where applicable
How a project begins.
Regardless of the outline chosen, the process involves four steps. The details vary by project, but the structure remains the same.
Introductory conversation
We understand your situation. You understand the method. Together, we’ll decide whether it makes sense to move forward—and which approach best fits your current circumstances.
Proposal and Contracting
You'll receive a proposal with a detailed scope, timeline, and investment plan tailored to your specific situation. I don't work with generic scopes; each proposal is designed for a specific company.
Execution
Critical meetings with decision-makers, intensive research and development work, and revisions in line with the schedule. Direct access to me throughout the project.
Delivery and Follow-up
Live presentation of results to decision-makers. Formal delivery of all materials. Post-delivery support for questions regarding implementation and fine-tuning.
Before we talk.
How do I know which face shape I have?
Can I start with Brand Design and then move on to the Full Project later?
How does work work—in-person, remote, or hybrid?
How long does it take to get started after being hired?
How does AI fit into the process?
Let's talk.
If this makes sense for your business right now, the first step is an initial conversation— with no obligation.
leandro@monjardim.com