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BRAND STRATGY services

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Brand Strategy for High-End Businesses in Edmonton & Calgary

WHERE VISION BECOMES BRAND clarity

When a business evolves beyond where it began, its positioning often requires greater definition.

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Brand strategy establishes the clarity needed to articulate who you are, what you stand for, and how you are positioned, before visual decisions are made.

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Juliana Laface Design offers brand strategy services for businesses in Edmonton, Calgary, and beyond seeking greater clarity and direction.

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The result is a clear foundation that allows your brand to show up consistently and with intention, so future decisions no longer feel uncertain.

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REFINING YOUR VISION INTO A UNIQUE BRAND IDENTITY& LOGO DESIGN IN EDMONTON & CALGARY

Crafting Your Vision into Distinctive Brand Brilliance

Embracing the essence of your business and translating it into a brand that resonates and elevates can be a complex journey. If you're unsure how to connect with your audience, share your story, or elevate your brand, that's where my expertise as a graphic designer in Edmonton and Calgary shines.

As a branding agency specializing in logo design and graphic design in Edmonton and Calgary, I refine your vision into a clear, compelling visual narrative. Let me transform your vision into a brand identity that stands out, ensuring your brand garners the recognition it deserves.

BRAND STRATEGY
services

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PACKAGE NO. 1

BRAND STRATEGY ESSENTIALS

For businesses seeking foundational clarity

A focused strategic foundation designed to bring clarity before visual identity or web design begins. The goal is not simply definition, but shared understanding – language that allows the business to move forward confidently and make decisions with direction rather than guesswork.

  • Businesses building their first brand with intention, or established businesses refining foundational clarity before investing in visual identity or web design.

    • Brand story

    • Mission, vision, and values

    • Business goals, culture, and values

    • Brand personality

    • Niching

    • Competitor analysis

    • Comprehensive brand strategy essentials document (20+ pages)

  • This process takes place over 4-5 weeks.

    1. Discovery Session: Every project begins with a conversation. During this call, we’ll discuss your business, where things currently stand, and where you want your brand to go. It’s an opportunity to determine if we’re the right fit and ensure the project is aligned from the very beginning.
       

    2. Proposal & Agreement: Following our conversation, you’ll receive a detailed proposal outlining the scope of work, investment, and next steps. Once approved, we’ll finalize the agreement and reserve your project in the studio schedule.
       

    3. Engagement & Commitment: A 50% deposit secures your place in our design schedule and allows us to begin preparing for your project.
       

    4. Preparation & Discovery: Before the design work begins, you’ll complete a series of questionnaires and exercises designed to gather important insights about your business, audience, and goals. This step ensures the strategy and design are built on a strong foundation.
       

    5. Brand Strategy Session: Next, we meet for a focused 3-hour strategy session. Together, we define your brand’s story, mission, vision, values, personality, and competitive landscape. This strategic clarity informs every design decision that follows.
       

    6. Strategy Presentation & Refinement: Once the strategy has been developed, you’ll receive your Brand Strategy Document. We review it together and refine any areas as needed before moving into the design phase.
       

    7. Final Touches:  At the completion of the project, you’ll receive your comprehensive Brand Strategy Essentials document — a structured 20+ page guide that brings together the foundational thinking behind your brand, including your brand story, mission, vision, values, personality, niche, and competitive landscape. Thoughtfully organized and easy to reference, it’s designed to serve as a practical guide for you and your team as your brand continues to grow and evolve.

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PACKAGE NO. 2

EXPANDED BRAND STRATEGY

For businesses navigating growth, change, or repositioning

This level of brand strategy moves beyond foundational clarity into long-term direction, examining the brand’s position, language, and the role it intends to occupy over time. The outcome is not simply insight, but a framework capable of guiding rebrands, expansion, and meaningful change.

  • Businesses looking to refine their positioning and bring greater clarity to their brand direction.

    • All elements of Brand Strategy Essentials

    • Expanded market and competitor analysis

    • Advanced positioning and differentiation developmen

    • Brand messaging and narrative development

    • Detailed audience profiles and client journey mapping

    • Strategic direction for marketing and growth

    • Brand application and implementation recommendations

    • High level branding and marketing plan

    • Comprehensive brand strategy document (70+ pages)

  • Mini brands typically take 5-6 weeks to complete.

    1. Discovery Session: Every project begins with a conversation. During this call, we’ll discuss your business, where things currently stand, and where you want your brand to go. It’s an opportunity to determine if we’re the right fit and ensure the project is aligned from the very beginning.
       

    2. Proposal & Agreement: Following our conversation, you’ll receive a detailed proposal outlining the scope of work, investment, and next steps. Once approved, we’ll finalize the agreement and reserve your project in the studio schedule.
       

    3. Engagement & Commitment: A 50% deposit secures your place in our design schedule and allows us to begin preparing for your project.
       

    4. Preparation & Discovery: Before the design work begins, you’ll complete a series of questionnaires and exercises designed to gather important insights about your business, audience, and goals. This step ensures the strategy and design are built on a strong foundation.
       

    5. Brand Strategy Session: Next, we meet for a focused 3-hour strategy session. Together, we explore your brand’s story, mission, vision, values, personality, niche, and competitive landscape, while also discussing your audience, market position, and long-term business direction. This conversation establishes the strategic foundation that guides the deeper research and development that follows.
       

    6. Strategy Framework Development & Refinement: Following the strategy session, we expand on the insights gathered through additional market and competitor analysis, positioning development, audience research, and messaging exploration. These elements are carefully refined into a cohesive strategic framework that defines how your brand should communicate, differentiate, and grow.
       

    7. Final Touches:  At the completion of the project, you’ll receive your comprehensive Expanded Brand Strategy document — a detailed 70+ page guide that captures the strategic thinking behind your brand, including positioning, messaging direction, audience profiles, competitive insights, and strategic recommendations for marketing and growth. Thoughtfully organized for practical use, it becomes a clear reference for you and your team as your brand evolves.

PACKAGE NO. 1

Branding & Strategy

For visionaries seeking to define their brand's essence.

Our Branding & Strategy Package is a two-part experience designed to give your business both clarity and presence. First, we define the foundation of your brand—mission, vision, values, personality, and a focused competitor analysis. Then, we bring it all to life through thoughtful, elevated design. You'll walk away with a complete brand identity and stationery suite, crafted to reflect your purpose, build trust, and connect with the right audience.

    • In-depth Brand Discovery Questionnaire

    • Brand strategy session to align your vision (3 hour deep dive facilitation session)

    • Creative direction & mood board curation

    • Color palette selection

    • Custom logo design (one design solution)

      • Up to 2 rounds of small revisions

    • Logo variations & Icons (if applicable)

    • Business card design

    • Letterhead design

    • Social Icons for highlight reels

    • Font parings

    • Digital logo files (JPEG, PNG, SVG, PDF, EPS)

    • Comprehensive brand guidelines booklet (30+ pages)

  • This process takes place over 5-8 weeks.

    1. Discovery Session: We start our journey with a personal conversation, diving into your vision and exploring the breadth of your project. This initial consultation sets the stage for aligning our visions and confirming our partnership.
       

    2. Proposal & Agreement: Following our consultation, a detailed proposal will be crafted, outlining the steps towards transforming your brand.
       

    3. Engagement & Commitment: A 50% deposit secures your exclusive place in my creative schedule, marking the beginning of our design adventure.
       

    4. Foundation Work: With your space secured, we introduce you to the preparatory phase. This involves insightful questionnaires and creative exercises designed to lay the groundwork for your brand's transformation.
       

    5. Brand Strategy Session: Following the foundational preparations, we convene for a pivotal 3-hour strategy session. This dedicated time is crafted to distill your brand's core purpose, mission, vision, personality, and competitor analysis, laying a robust strategic foundation that guides the subsequent design process.
       

    6. Creative Direction: Drawing from your inputs, we then craft a mood board that encapsulates your brand's essence, setting the tone for our design journey ahead.
       

    7. Design Iteration: The logo design phase brings your brand to life, offering a glimpse into its future identity. 
       

    8. Reveal & Refinement: The unveiling of your brand presentation is a celebration of our collaborative effort, showcasing the potential of your brand in real-world applications.
       

    9. Final Touches: Completing our journey, you'll receive comprehensive brand guidelines and digital files, empowering you to confidently carry your brand forward.

  • Enhance your brand's journey with tailored add-ons, designed to complement our Branding & Strategy package and elevate your brand's impact and reach.

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    Add on items:​

    • Service guides

    • Marketing materials

    • Signage

    • PowerPoint presentations

    • and more!

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PACKAGE NO. 2

Mini Brand

For those who need it fast.

For those on a timeline with a clear vision, my Mini Branding package is your golden ticket. Skipping the waitlist, this express service is tailored for those who need a logo and brand fast without compromising on quality. Over two intensive 5-hour days, we lay the foundation of your brand, offering a streamlined process to bring your brand to life swiftly and effectively.

    • In-depth Brand Discovery Questionnaire

    • Color Palette Selection

    • Mood Board Curation (Creative Direction)

    • Custom Logo Design (One design Solution)

      • Up to 2 rounds of mini revisions​

    • Logo Variations & Icons (as applicable)

    • Font Selection

    • Digital Logo Files (JPEG, PNG, SVG, PDF, EPS)

    • Brand Board

  • Two 5-hour days back-to-back.

     

    You will need to be available for updates and decisions making throughout the day.

    1. Application: Begin by sharing insights about your brand, style, vision, and goals through my application form. This step ensures the Mini Brand VIP Day aligns perfectly with your needs.
       

    2. Consultation: We'll connect via a 30-minute Google Meet for a deeper dive into your design aspirations, discussing everything from priorities to timelines, setting the stage for a successful collaboration.
       

    3. Proposal & Agreement: Following our consultation, a detailed proposal will be crafted, outlining the steps towards transforming your brand.
       

    4. Engagement & Commitment: A 50% deposit secures your exclusive place in my creative schedule, marking the beginning of our design adventure.
       

    5. Foundation Work: With your space secured, I introduce you to the preparatory phase. This involves insightful questionnaires and creative exercises designed to lay the groundwork for your brand's transformation.
       

    6. Pre-Design Rendezvous: Let's set a moment to align on your vision and preparatory work the week before we begin, ensuring every detail is polished and poised for creation.
       

    7. Creative Direction: Drawing from your inputs, I'll craft a mood board and color palette that encapsulates your brand's essence, setting the tone for our design journey ahead.
       

    8. Design Iteration: The logo design phase brings your brand to life, offering a glimpse into its future identity. I'll be in touch throughout the day with updates and feedback.
       

    9. Reveal & Refinement: Upon completion, I'll present your brand design alongside a video walkthrough. This stage includes up to two opportunities for adjustments, ensuring every aspect of your brand resonates perfectly with your vision.
       

    10. Final Touches: Completing our journey, you'll receive a one-page brand board and digital files, empowering you to confidently carry your brand forward.

  • To ensure my Mini Brand VIP Day aligns with your expectations and project goals, it's important to understand the specific elements included and those that are not:

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    • Re-designs: My design is presented as is. If you require a re-design, time will be billed hourly at $250/hr.

    • Detailed Custom Elements: Very detailed custom elements are not a good fit for my Mini Brand VIP day, as they require a lot of time. For this reason, items like custom icons & graphics are not included.

    • Stationery: This package does not include stationery items such as business cards, letterheads, social icons, etc.

PACKAGE NO. 2

Mini Brand

For those who need just a brand.

For those on a timeline with a clear vision, our Mini Branding package is your golden ticket. This service is tailored for those who need a logo and brand without compromising on quality. We'll lay the foundation of your brand, offering a streamlined process to bring your brand to life swiftly and effectively.

    • In-depth Brand Discovery Questionnaire

    • Creative direction & mood board curation

    • Color palette selection

    • Custom Logo Design (one design solution)

      • Up to 2 rounds of mini revisions​

    • Logo variations & icons (if applicable)

    • Font parings

    • Digital logo files (JPEG, PNG, SVG, PDF, EPS)

    • Brand board

  • Mini brands typically take 3-4 weeks to complete.

    1. Reach Out: Begin by sharing insights about your brand, style, vision, and goals through my form. 
       

    2. Proposal & Agreement: A detailed proposal will be crafted, outlining the steps towards transforming your brand.
       

    3. Engagement & Commitment: A 50% deposit secures your exclusive place in my creative schedule, marking the beginning of our design adventure.
       

    4. Foundation Work: With your space secured, we introduce you to the preparatory phase. This involves insightful questionnaires and creative exercises designed to lay the groundwork for your brand's transformation.
       

    5. Creative Direction: Drawing from your inputs, we'll craft a mood board and color palette that encapsulates your brand's essence, setting the tone for our design journey ahead.
       

    6. Design Iteration: The logo design phase brings your brand to life, offering a glimpse into its future identity.
       

    7. Reveal & Refinement: Upon completion, we'll present your brand design alongside a video walkthrough. This stage includes up to two opportunities for adjustments, ensuring every aspect of your brand resonates perfectly with your vision.
       

    8. Final Touches: Completing our journey, you'll receive a one-page brand board and digital files, empowering you to confidently carry your brand forward.

  • To ensure our Mini Brand aligns with your expectations and project goals, it's important to understand the specific elements included and those that are not:

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    • Re-designs: We present one logo design solution, which is presented as is. If you require a re-design, another concept can be added (additional fees apply).

    • Stationery: This package does not include stationery items such as business cards, letterheads, social icons, etc.

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THE BRAND STRATEGY process

Three phases: discovery, development, and delivery. Each phase reduces uncertainty, allowing decisions to emerge naturally rather than feeling forced.

01.

Discover

Through guided questionnaires and a dedicated strategy session, we establish context, clarify vision, and understand where the brand stands today.

02.

Development

Core brand thinking is developed into clear language and guiding direction.

03.

Delivery

The work is refined into a clear, structured strategy guide designed for ongoing reference and practical application.

About OUR BRAND STRATEGY SERVICES

FREQUENTLY ASKED QUESTIONS

01

My Mini Brand offering may be right for you if you're looking for a streamlined branding experience. Creating a strong, resonant brand requires more than just a logo—it calls for a cohesive brand identity that reflects your mission and purpose. With this service, I can help you build a foundational brand presence that connects deeply with your audience and stands out in your industry, all within a short timeframe.

Can you create just a logo?

02

Having a clear understanding of your target audience, your brand’s ambitions, and what sets you apart is crucial as we embark on this journey together. This foundational knowledge is vital, especially if you’re considering the Mini Brand Package to deepen our exploration.

What do you need before we start?

03

With this approach, I present one meticulously developed brand concept, based on agreed-upon creative direction. This includes your logo suite, color palette, and font suggestions, meticulously refined until it aligns flawlessly with your brand's essence.

What is the one concept method?

04

Flexibility is key. I offer a structured payment plan, starting with a non-refundable deposit to secure your spot, followed by installments spread throughout the project, culminating in full payment by its completion.

Do You Offer Payment Plans?

05

Absolutely! After our initial consultation, I'll craft a bespoke proposal that addresses your complete branding and web design needs, ensuring a cohesive and captivating online presence.

Can you create a website too?

06

Continuing to elevate your brand post-launch, we can delve into tailored digital marketing strategies that ensure your brand's voice is heard far and wide. Alongside our comprehensive graphic design services, we promise sustained growth and visibility in your digital journey.

What About Ongoing Marketing Support?

Frequently Asked Questions About my Logo Design & Branding Services

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Begin THE CONVERSATION

If your brand is ready for greater clarity, whether refining what exists or building with intention from the outset, reach out today and start the conversation about brand strategy for your Calgary or Edmonton business.

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