Visual Identity and Systems

Visual identity is how brand strategy is seen and experienced in the real world. Design systems make sure it is applied consistently – not just once, but over time, across teams, channels and situations.

Clarity helps organisations translate brand strategy into clear, usable visual identity and design systems that work in practice, not just in theory.

What we do

We support organisations to:

• Create a clear and distinctive visual identity
• Define how colour, typography, imagery and tone work together
• Develop practical design systems that teams can use confidently
• Build templates and tools that support consistency across channels
• Ensure the brand is applied clearly across digital and print assets.

The focus is on clarity and usability, creating systems that make it easy to stay on brand, every day.

Visual identity

Visual identity brings your brand to life.

We design visual identities that reflect who you are and how you need to be understood. This includes defining the look and feel of your brand, so it is confident, recognisable and appropriate for your audiences and operating environment.

Our work ensures your organisation is easy to identify, looks credible where it matters most, and presents itself consistently across all key touchpoints.

Design systems

Design systems make consistency possible.

We create clear design systems that bring together typography, colour, imagery, iconography and layouts into a single, coherent framework. These systems are designed to be practical – supporting everyday use across presentations, documents, digital platforms and other brand materials.

By giving teams clear rules and tools, design systems reduce inconsistency, improve efficiency and protect brand integrity as organisations grow and change.

Our approach

We take a practical approach focused on how design is actually used inside organisations.

We work closely with teams to create visual identities and design systems that are clear, flexible and easy to apply – not overly complex or restrictive. Everything is designed to support real workflows, multiple users and long-term use.

The result is a visual identity that feels confident and consistent, supported by design systems that help your brand show up clearly and reliably over time.