Branding & Rebranding PLAY book

A brand built on research, positioning and design, handed over as a system your team can use from the first day.

Branding &

Rebranding

PLAY

A brand built on research, positioning and design, handed over as a system your team can use from the first day.

BOOK.

From $10,000

Research first

8 to 12 weeks

A new logo on an old position gets you a year of compliments and the same sales.

WHAT THIS IS

BUILT ON RESEARCH, READY FOR MARKET.

Most brand projects start in design. The logo gets picked on taste, a guidelines PDF arrives, and a year later nobody can say why the brand looks the way it does or whether it moved anything.

We start with what your buyers and your team already believe about you, through interviews, a survey and a review of your competitors, and turn it into a position you can own. Our design studio builds the identity on that position: a name if you need one, the logo, type, color, voice and the system that keeps every touchpoint consistent.

You get it back as a working system, with guidelines, a Figma library and launch assets for your website, social profiles, ads, sales decks and email, so your team or any agency can roll the brand out without guessing. Three add-ons go further with a new Webflow site, sentiment tracking and a full year of brand measurement.

FIVE PIECES. ONE BRAND.

How it works

PIECE 01

Research

Stakeholder interviews, customer interviews and a quantitative survey, plus an audit of how your competitors position themselves. We find what people already connect with your name and the space nobody in your category has claimed.

PIECE 02

Positioning

One position, one promise and the proof behind it, written into a brand platform with audiences, value proposition, messaging pillars and tone of voice. Your leadership signs it off before design starts.

PIECE 03

Identity Design

Logo, typography, color, imagery and a graphic system designed in Figma and tested on a homepage, an ad and a sales deck before anything is final. Naming and tagline when the project needs them.

PIECE 04

Brand System

Guidelines plus a Figma library with components and templates for social, ads, presentations and documents, so your team and every vendor produce on brand without waiting on a designer.

PIECE 05

Launch Kit

Social profile visuals and post templates, ad and email templates, a sales deck and stationery, delivered with a rollout plan and a team briefing so everyone presents the brand the same way from launch day.

Results

What happens when the pieces fit.

"Before craze&friends, our growth setup was a disorganized mess of individual vendors taking up all my time. They stepped in, structured our entire system, ran data-driven tests, and generated significant traction. They took us from one level of growth directly to the next."

Matt Van Itallie

CEO, Sema

"We started with a small project two years ago, and it quickly expanded into a full retainer across brand building, design, and marketing. craze&friends consistently delivers more than you expect. They are a trusted partner you can count on whenever you need fast execution or strategic advice."

Friðrik Larsen

Founder, Brandr

REASONS WHY

Why it works

Research before design

Designed for the channels

Tested where people see it

Ready to roll out

Measured after launch

Every design decision traces back to what buyers and your team told us, so you have an answer when someone asks why the brand looks the way it does.

Our studio sits next to teams that run ads, websites and content every day, so the identity holds up in a Meta ad and a LinkedIn post as well as on a business card.

We judge the logo and system on an ad, a homepage and a sales deck, since those are the places buyers meet the brand.

The launch kit comes with the guidelines, so the brand can go live within weeks of sign off.

Sentiment tracking and the brandr survey show how perception moves, so you can show the board what the rebrand changed.

WHO IT'S FOR

IS THIS FOR YOU?

START IF

You are launching a new company or product and need a brand before the first campaign.

The company has grown past the brand it started with, and your sales team spends calls explaining what the site and logo should already say.

A merger, an acquisition or a move into new markets means the current brand no longer fits.

Buyers can't tell you apart from your competitors.

SKIP IF

You only need a logo. We design logos as a separate, smaller project outside this playbook.

Leadership can't make time for interviews and sign offs within the project timeline.

You have no plan to roll the new brand out to your website and sales materials.

THE OFFER.

One scope for research, positioning, identity and launch assets, delivered as a system your team can run.

STANDALONE PROJECT

Branding & Rebranding

Research, positioning and a full identity system, with launch assets for every channel your brand appears in.

RESEARCH

Stakeholder and customer interviews

Brand perception survey

Competitor positioning audit

STRATEGY

Brand platform and positioning

Messaging pillars and tone of voice

Naming and tagline, when needed

IDENTITY

Logo and logo system

Typography, color and imagery

Brand guidelines

Figma library and templates

LAUNCH KIT

Social profile visuals and post templates

Ad and email templates

Sales deck and stationery

Rollout plan and team briefing

STARTING AT

$10,000

TIMELINE

8 TO 12 WEEKS

DELIVERY

FULL BRAND SYSTEM

SUPPORT

30 DAYS

Start the Rebrand

OPTIONAL POWER-UP

TAKE THE BRAND FURTHER.

Three add-ons that stack on the project: a website in the new brand, and two ways to measure how the market reads the brand after launch.

Webflow Website in the New Brand

The same build as our Webflow Design & Development playbook. The site is designed in Figma on the new identity and built in Webflow with CMS, migration, SEO and tracking, ready to go live on launch day.

+$5,000

/ ONE-TIME

Add

Mass Data Sentiment Tracking & Management

We track every mention of your brand and your competitors across social media, news, reviews, forums and blogs, scored by sentiment and topic. You get alerts when volume or sentiment spikes, a monthly sentiment report, and our team handles replies and escalations on your channels.

+$1,500

/ MONTH

Add

Full-Year Brand Survey, powered by brandr Intelligence

A quantitative brand survey on the brandr index, which scores your brand on four dimensions and 30 factors and benchmarks it against your competitors, the same index more than 200 companies in Iceland and Northern Europe use to measure their brands. A baseline wave before launch and follow-up waves through the year show what the rebrand changed over twelve months.

+$7,500

/ YEAR

Add

A BRAND BUILT ON RESEARCH, DELIVERED AS A SYSTEM YOUR TEAM CAN USE FROM DAY ONE.

"craze is an absolute 10 out of 10 on ease to work with."

Matt Van Itallie

CEO, Sema

STRAIGHT FROM ADS MANAGER

Ads that pull their weight.

NANA Prime

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LoKation

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NANA Prime

Health & Wellness

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Real Estate

Compass

Healthcare

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ESSI

Healthcare

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Bishop & Bishop

Luxury Fashion

Bishop & Bishop

Luxury Fashion

Central Park Sole

Healthcare

Jared Johnson

Finance

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Real Estate

Bishop & Bishop

Luxury Fashion

Bishop & Bishop

Luxury Fashion

Central Park Sole

Healthcare

Jared Johnson

Finance

Sytes

Real Estate

Bishop & Bishop

Luxury Fashion

LoKation

Real Estate

Central Park Sole

Healthcare

ESSI

Healthcare

Sytes

Real Estate

Bishop & Bishop

Luxury Fashion

LoKation

Real Estate

Central Park Sole

Healthcare

ESSI

Healthcare

Sytes

Real Estate

Free Audit

Find your missing

piece

We review your current marketing setup, find the gaps and show you how to close them. Free, with no obligation.

Book a Free Audit

Branding & Rebranding PLAY book

BUILT ON RESEARCH, READY FOR MARKET.

How it works

Research

Positioning

Identity Design

Brand System

Launch Kit

What happens when the pieces fit.

Why it works

Research before design

Designed for the channels

Tested where people see it

Ready to roll out

Measured after launch

IS THIS FOR YOU?

THE OFFER.

Branding & Rebranding

RESEARCH

STRATEGY

IDENTITY

LAUNCH KIT

TAKE THE BRAND FURTHER.

Webflow Website in the New Brand

Mass Data Sentiment Tracking & Management

Full-Year Brand Survey, powered by brandr Intelligence

Talk to an Expert

Ads that pull their weight.

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