From Concept to Campaign: How We Built a Brand Identity From Scratch

Building a brand isn’t just about choosing a logo or picking colors — it’s about creating a strategic identity that tells a compelling story, connects with your audience, and stands out in a crowded market. At Sprites Media, we don’t just “do design.” We build brand ecosystems that power long-term growth.

In this post, we’re taking you behind the scenes to show how we built a complete brand identity from scratch — from initial concept through to a full campaign rollout. Whether you're launching a startup or rebranding an established business, this process can help guide your own journey.

Step 1: Discovery & Brand Strategy

Every strong brand starts with clarity.

We began by running a discovery session with the client, a new sustainable fashion startup. During this phase, we focused on:

• Understanding the business goals

• Defining the target audience

• Clarifying brand values and tone

• Analyzing competitors and market gaps

We also dug into what made this brand unique: ethically sourced materials, minimalist designs, and transparent pricing. This helped us shape a positioning statement that would guide all branding decisions moving forward.

Key takeaway: Strategy before design. Always.

Step 2: Brand Naming & Messaging Framework

With the strategic foundation in place, we moved into naming and messaging — critical components that influence perception from day one.

We created a shortlist of brand names based on:

• Relevance to the product and mission

• Simplicity and memorability

• Domain name and social media handle availability

• Emotional impact and visual potential

Once the name was finalized, we developed a messaging framework, including:

• Brand mission and vision

• Core values

• Tagline and elevator pitch

• Brand voice and tone guidelines

This framework ensured that every piece of content — from packaging to Instagram captions — would feel consistent and on-brand.

Step 3: Visual Identity Design

With a strong name and clear messaging, we moved into the design phase: logo, typography, color palette, and brand elements.

Our design process included:

1. Moodboarding — Exploring different directions based on the brand’s personality: clean, calm, intentional.

   
   

2. Concept Sketching — Sketching multiple logo concepts and narrowing them to 2–3 directions.

   
   

3. Refinement & Presentation — Presenting the top options, with mockups across real-world touchpoints (tags, social, packaging).

   
   

4. Finalization & Guidelines — Final logo delivery, color codes, typography specs, and a full brand style guide.

The final look was minimalist yet bold — soft earthy tones with a crisp sans-serif logo, reflecting the brand’s commitment to simplicity and sustainability.

Step 4: Content Creation & Campaign Assets

Next, we moved into campaign mode — creating a suite of branded assets to support the brand’s upcoming launch.

This included:

• Social media templates and launch posts

• Email headers and templates

• Paid ad creatives (image and copy)

• Website wireframes and mockups

• Packaging design and product labels

Every asset tied back to the brand’s core identity and messaging — clean visuals, conscious language, and emotionally driven storytelling.

Step 5: Launch Campaign Strategy

Once the identity and content were in place, we developed a multi-channel campaign to launch the brand.

Channels included:

• Organic social (Instagram and Pinterest)

• Paid social (Meta and TikTok Ads)

• Email marketing (pre-launch, launch, and post-launch flows)

• Influencer outreach and gifting

• A teaser countdown on the website homepage

We tracked key metrics including email signups, engagement rates, CTRs, and conversion rates to optimize as we went. Within the first 30 days, the brand surpassed its initial sales goals and built a waitlist for the next product drop.

Final Thoughts

Building a brand identity from scratch is a detailed, layered process — but when done right, it becomes the foundation of a successful business. From the first moodboard to the final click in a campaign, every element needs to be intentional and aligned.

At Sprites Media, we don’t just create logos — we craft brand experiences. If you're ready to build a brand that speaks, sells, and scales, let’s start your story.