Brand Strategy & Design
Build something people choose.
We create distinctive brands for hospitality, leisure, entertainment and ambitious businesses built around customer experience. Clear enough to guide the business. Powerful enough to win hearts — and markets.
T2 Design Solutions used its new brand to support expansion from Worksop to London and Bahrain.
Why it matters
A brand people can believe in — and a business can use.
A strong brand makes choices easier. It gives customers a reason to choose you, gives teams a clear way to represent the business and gives every new product, place or campaign somewhere to belong.
We find the idea that can hold all of that together. Then we build the strategy, language and identity around it, with enough character to be remembered and enough discipline to keep working as the business grows.
Capabilities
What we can help you define.
Positioning and proposition
Clarify where the commercial opportunity sits, who the brand needs to matter to and why they should choose it.
Audience and customer insight
Turn research, stakeholder knowledge and customer behaviour into useful priorities for the brand.
Brand architecture
Create a clear relationship between the company, venues, products, sub-brands and future offers.
Naming and language
Develop names, brand lines, messaging systems and a tone of voice that sound like one business rather than a collection of campaigns.
Visual identity
Build the logo, typography, colour, imagery and graphic system needed to make the brand distinctive wherever it appears.
Guidelines and toolkits
Give internal teams and partners practical tools that protect the idea without making the brand difficult to use.
Launch and rollout
Plan how the brand enters the world, from internal engagement and digital launch to venues, campaigns and customer communications.
Process
How we build a brand.
- 1
Find the commercial opportunity
We begin with the business, the audience and the market. The aim is to identify the most valuable choice the brand can own.
- 2
Make the strategy useful
We define the proposition, positioning, personality and messaging in language that can guide real decisions.
- 3
Create the identity
We develop and test the visual and verbal system across the places customers will actually meet it.
- 4
Put it to work
We build the tools, templates and launch assets needed to carry the brand into the business.
Relevant proof
An identity designed to go anywhere.
T2 Design Solutions had grown from a local 3D visualisation studio into a creative technology business with international clients. Its brand still told the smaller story.
We positioned T2 around infinite creative possibility and created a living identity powered by the studio's own 3D capabilities. Since the 2022 rebrand, T2 has expanded to London and Manama, Bahrain, worked on global destinations and built a client roster of more than 45 major brands.
See the T2 Design Solutions projectA useful time to talk
When to bring us in.
- A new concept needs a complete brand.
- The business has grown beyond its original identity.
- The offer is difficult to explain.
- Several products or venues need a clearer relationship.
- A strong idea exists, but the brand lacks the system to carry it.
- A launch, investment process or expansion needs a more credible story.
Questions clients ask
Useful answers before we talk.
Do you work on new brands and rebrands?
Yes. We can start with an early business idea or work with an established organisation that has outgrown its current positioning or identity.
Does brand strategy have to include a new logo?
No. Sometimes the commercial problem is the proposition, architecture or messaging. We recommend the level of change the business needs rather than assuming every project requires a complete visual reset.
Can you help us name the business or product?
Yes. Naming can sit within a wider brand programme or work as a defined stage. We consider meaning, distinctiveness, usability and the wider brand system.
Can you take the brand into websites, venues and campaigns?
Yes. That joined-up application is one of our strengths. Keep Smith & Devil involved across digital, physical and launch work, or use the tools with your existing partners.
Do you only work with hospitality and leisure brands?
No. Our specialist experience sits in hospitality, leisure, entertainment and customer experience, but the same approach works for ambitious businesses that need people to understand, choose and remember them.
What will we have at the end?
The exact outputs depend on the brief. A full programme can include strategy, positioning, messaging, tone of voice, visual identity, guidelines and a launch toolkit. We agree the deliverables before work begins.
Start a conversation
Build a brand people choose.
Tell us what is changing in the business and where the current brand is holding it back.