Graphic Design & Branding

What we do

Brand identity

Logo, colour, typography and the visual language that carries across everything you produce. The deliverable isn't a single mark — it's a coherent identity that works at small sizes, in one colour, on dark backgrounds and in the places you'll actually use it.

Design systems and guidelines

Rules and reusable components so the brand survives contact with reality — multiple people producing material over years without it drifting into inconsistency.

Campaign creative

Ad creative, social assets and landing-page visuals built for the formats they'll run in, and produced in enough variations to test rather than as a single execution.

UI and product design

Interfaces for websites, applications and mobile apps — where design has to be usable, not only attractive, and where the measure is whether people complete what they came to do.

Collateral

Presentations, proposals, brochures and documents, templated so your team can produce on-brand material without a designer for every request.

Why a system beats a logo

Most branding engagements are framed as "we need a logo." A logo alone rarely solves the underlying problem, which is inconsistency — a business that looks like four different companies across its website, proposals, social channels and signage.

That inconsistency happens because nobody was given rules. Without a defined palette, type scale, spacing and component set, every person producing material makes reasonable independent choices, and the cumulative result reads as amateur even when each individual piece is fine. Prospects don't articulate this; they simply trust the business less.

A design system fixes the cause. Define the colours and where each is used, the typefaces and hierarchy, spacing, imagery treatment, and templates for the things you produce repeatedly. Then anyone can create on-brand material quickly. The practical test of a branding project isn't whether the logo is admired — it's whether your team can produce a proposal, a social post and a landing page six months later that clearly belong to the same company.

Design and conversion

Design's commercial effect is easiest to see where it either wins or loses a decision. People assess credibility visually and fast, and for anything involving money — a platform, a property, a service with a meaningful price — a site that looks improvised raises doubt no amount of copy recovers.

Beyond first impressions, design decides whether people can act. Clear hierarchy so the next step is obvious. Contrast and type sizes that are readable on a phone in daylight. Forms that ask for the minimum and show clearly what went wrong. Trust signals — real photography, actual names, genuine detail — placed where hesitation occurs. Consistent patterns so users don't relearn the interface on each page.

These are design decisions with measurable consequences, which is why we treat UI work as part of the same discipline as brand identity rather than a separate craft. A beautiful brand attached to an interface people can't use is a failure with good taste.

Who we work with

• New businesses needing an identity that looks established
• Companies that have outgrown their look — usually assembled ad hoc over years
• Businesses with inconsistent material across channels and teams
• Product teams needing UI design for a site, platform or app

Why choose Baxance

• Systems and templates, not a logo and a PDF
• Design that's built as well as designed — we ship the websites and apps it lives in
• UI treated as a conversion discipline, not decoration
• Creative produced in testable variations for campaigns
• Practical output your team can actually use
• You own the files, fonts licensing guidance and source assets

Rebrand or refresh?

When a business feels its look is holding it back, the choice is rarely as binary as it seems, and picking wrongly is expensive in different directions.

A refresh keeps the core identity — usually the name and something recognisable about the mark — and modernises everything around it: typography, palette, spacing, imagery and templates. It's faster, cheaper, and it preserves the recognition you've accumulated. For most businesses whose real problem is inconsistency and dated execution rather than a wrong identity, a refresh is the correct answer and delivers most of the benefit.

A full rebrand is warranted when the identity itself is genuinely wrong: the business has changed what it does, the name or mark carries associations you're trying to leave, you're entering markets where it doesn't work, or there's a legal or trademark problem. It costs considerably more than the design — every asset, sign, document, profile and piece of collateral has to change, and you're deliberately discarding recognition you've paid to build.

The question worth asking is what's actually failing. If prospects don't recognise you, that's a marketing problem, not a logo problem. If your material looks inconsistent and improvised, that's a systems problem a refresh solves. If the brand actively misrepresents what you now do, that's a genuine rebrand. We'll tell you which one you have, including when the honest answer is that your brand is fine and the money is better spent elsewhere. Where a rebrand is the right call, we also plan the transition — what changes first, what runs in parallel, and how to carry existing recognition across rather than resetting it overnight.

How engagements work

We start by understanding the business, the audience and what's failing today — often the honest answer is inconsistency rather than the logo. We then agree scope: a full identity, a design system on top of an existing brand, campaign creative, or product UI.

Work runs through concepts, refinement and delivery of usable assets — source files, guidelines and templates — rather than flat images you can't edit. Where the design lives in something we're also building, design and development run together, which removes the usual gap between an approved mockup and what actually ships. Explore the wider IT and marketing services or book a free consultation.

Frequently asked questions

Do you only do logos?

No. A logo is one part; the more valuable deliverable is usually a design system — palette, typography, spacing, components and templates — so material stays consistent across everyone who produces it.

Can you work with our existing brand?

Yes. We often build a system and templates around an existing identity rather than replacing it, which is cheaper and keeps the recognition you've built.

Do you design websites and apps as well as brand?

Yes — UI design for websites, platforms and mobile apps, and because we also build them, the design that's approved is the design that ships.

What files do we receive?

Editable source files, exported assets in the formats you need, guidelines, and templates for the material you produce regularly — all owned by you.

How does design affect conversion?

Through credibility and usability — clear hierarchy, readable type, minimal forms, visible trust signals and consistent patterns. People judge trustworthiness visually within seconds, particularly where money is involved.