# Graphics & Brand Design Service — Playbook

**Tier scope:** Brand Basics ($497 one-time) · Brand Kit ($997 one-time) · Brand Identity Pro ($1,997 one-time)

Note: This is a **one-time** service. Timelines per tier (from spec §5.6):
- Brand Basics: 5-7 days
- Brand Kit: 10-14 days
- Brand Identity Pro: 14-21 days

**Time budget per tier:**
- Brand Basics: ~10-14 person-hours (3 logo concepts → 1 + 2 revisions + 1-page guide)
- Brand Kit: ~24-30 person-hours (4 logo concepts + brand kit components + 3 revisions)
- Brand Identity Pro: ~50-65 person-hours (5 concepts + animated + 16-page guide + collateral + unlimited revisions in scope)

**Owner:** Offshore team lead (designer)
**US reviewer:** Design lead
**Customer-facing SLA:** Per timelines above; communicate milestone dates at kickoff

## Required intake fields

Section A, **Section C-9 (questions 67-73)**. Hard blocks:

- Q67 — business name + tagline
- Q68 — words/feelings the brand should communicate
- Q69 — words/feelings to AVOID
- Q73 — where logo will be used most (drives output format requirements)

## Cadence per tier

### Brand Basics (5-7 days)
- **Day 1:** Intake review; mood board (Pinterest / Figma) using Q68/Q71 references
- **Day 2:** Kickoff with US design lead; lock direction (1 of 2-3 visual directions)
- **Day 3:** Generate 3 logo concepts (Midjourney concepts + Figma/Illustrator refinement)
- **Day 4:** Customer revision round 1 → pick winner
- **Day 5:** Refine winner; build color palette (primary + 2 accents); pick 2 fonts; build 1-page mini brand guide PDF
- **Day 6:** Customer revision round 2
- **Day 7:** US review → delivery (source files + exports + 1-page guide)

### Brand Kit (10-14 days)
- **Days 1-2:** Intake + mood board + kickoff direction lock
- **Days 3-5:** 4 logo concepts → customer revision round 1 → pick winner
- **Days 6-7:** Refine winner; full color palette (primary + secondary + neutrals); 3 fonts + sizing scale
- **Days 8-9:** Build 8-page brand guide PDF; design business card; design email signature; design 3 social post templates
- **Day 10:** Customer revision round 2
- **Day 12:** Customer revision round 3
- **Days 13-14:** Final exports (logo in 3 file formats: PNG, SVG, PDF + favicon); US review; delivery

### Brand Identity Pro (14-21 days)
- **Days 1-3:** Intake + mood board + 2-3 direction concepts presented + kickoff lock
- **Days 4-8:** 5 logo concepts (incl. animated concept) → customer revision round 1
- **Days 9-11:** Refine winner; animated logo (Lottie or MP4); full palette + usage rules; 4 fonts + complete type system
- **Days 12-15:** Build 16-page brand guide (incl. tone & voice section); business card + letterhead + email signature + envelope; 6 post + 2 story social templates
- **Day 16:** Customer revision round
- **Days 17-19:** Print collateral choice (1 tri-fold brochure OR 5 ad creatives); marketing add-ons (10 social banners + 5 ad creatives)
- **Day 20:** Final revision round (unlimited within scope)
- **Day 21:** US review → final exports in 5 file formats → delivery

## AI tools used (INTERNAL — never mention to customer)

- Midjourney or DALL-E — logo concept exploration, illustration concepts
- Figma — refinement, design system, brand guide, all deliverable design
- Adobe Illustrator — vector refinement for final logo (when Figma vector export is insufficient)
- Adobe Photoshop — print collateral, raster work
- After Effects or LottieFiles — animated logo (Pro tier)
- Claude or ChatGPT-4 — brand guide tone & voice section drafting (Pro tier)

## Internal QA checklist (BEFORE flagging for US review)

- [ ] Source files included (Figma, AI, PSD as applicable) in delivery folder
- [ ] All file format exports listed in deliverable spec (PNG full-color + B/W, SVG, JPG, PDF; Pro: + animated MP4/Lottie)
- [ ] Logo tested at 16px (favicon) and 1000px (print) — legible at both
- [ ] Brand guide PDF readable + complete (colors with hex/RGB/CMYK, fonts with weights, do/don't examples)
- [ ] Customer's name and business spelled correctly throughout
- [ ] Fonts: licensing documented (Google Fonts free; if paid, customer purchases their own license)
- [ ] Color contrast tested for accessibility (AA at minimum on key brand colors)
- [ ] All revisions logged (which round, what was changed)
- [ ] No AI tool names anywhere in customer-facing deliverable
- [ ] Logo exports tested on both light + dark backgrounds

## Common gotchas

- **Customer brand voice unclear from intake** — escalate to US design lead for direction call
- **Customer fixated on a competitor's logo** — push back politely; brief them on legal risk of copycats
- **AI-generated logo concepts look generic** — use Midjourney for inspiration only; always refine and rebuild in vector (Figma/Illustrator); never ship the raw AI export as final
- **Customer wants more revisions than tier allows** — Basics/Kit have hard rounds; Pro is "unlimited within scope" — define "within scope" early
- **Font licensing** — never bundle commercial fonts in deliverable; document customer must license themselves; default to Google Fonts when possible
- **Logo doesn't work at small sizes** — always design favicon-first sanity check
- **Customer's "I love this style" reference is wildly off-brief** — direction call with US lead before pushing forward
- **Timeline at risk** — escalate at milestone slip

## Deliverable spec (per spec §5.6)

### Brand Basics — $497 one-time
- Logo: 3 concepts → 1 final
- Color palette: primary + 2 accents
- Typography: 2 fonts (heading + body)
- 1-page mini brand guide
- 2 revision rounds
- 5-7 day timeline

### Brand Kit — $997 one-time
- Logo: 4 concepts → 1 final + 3 file formats
- Color palette: full (primary + secondary + neutrals)
- Typography: 3 fonts + sizing scale
- 8-page brand guide
- Stationery: business card + email signature
- Social templates: 3 post templates
- 3 revision rounds
- 10-14 day timeline

### Brand Identity Pro — $1,997 one-time
- Logo: 5 concepts → 1 final + animated + 5 file formats
- Color palette: full + usage rules
- Typography: 4 fonts + complete type system
- 16-page brand guide + tone & voice section
- Stationery: business card + letterhead + email signature + envelope
- Social templates: 6 post + 2 story templates
- Print collateral: 1 tri-fold brochure OR 5 ad creatives
- Marketing add-ons: 10 social banners + 5 ad creatives
- Unlimited revisions within scope
- 14-21 day timeline

Cross-checked against spec §5.6: matches.