OUR PROCESS AND SERVICES
Strategy Meets DesignThe strongest brands are built from a clear idea – one that guides every decision, every experience, and every expression over time. Strategic rigour and creative excellence are needed in equal parts. At Toben, both have always worked together – sitting at the same table from the very beginning, building the same arch. We work with organisations, places and premium brands at a moment that matters – launching something new, redefining an existing organisation, or navigating the next stage of growth.
Our process moves through the following phases.
The foundation
everything is built on.
Brand Strategy
- Stakeholder & Customer Insights
- Market & Cultural Landscape
- Brand Audit
- Brand Strategy (Positioning, Territory)
- Brand Platform (Purpose, Personality +)
- Brand Architecture
The idea,
made visible.
Brand Identity Design
- Visual Identity (Logo, Assets)
- Identity System
- Brand Guidelines
- Art Direction (Photographic & Video)
- Custom Graphics (Icon, Illustration, 3D)
The idea,
made audible.
Brand Voice
- Brand Narrative
- Tone of Voice
- Naming
- Strapline
- Key Messages (Framework, Copy)
The brand,
where it connects.
Expression
- Printed Touchpoints
- Editorial Design
- Environmental & Signage
- Website & Digital Touchpoints
- Video & Motion Design
- Packaging
- Marketing & SM Guides
IN A BIT MORE DETAIL
Discovery & StrategyMost brand problems are not visual problems. They are clarity problems – about what an organisation truly stands for, and what it could own that no competitor can claim. Before any direction is set, we listen: to the organisation, its market, and – most importantly – the people it serves. Discovery and strategy are one continuous act – from honest observation to a powerful, ownable territory, and the platform that makes it actionable.
Brand IdentityIdentity is where strategy becomes visible. We design visual and verbal identities that translate the strategy into something a market can see, feel, and remember – in an instant. Delivered as a complete system, coherent across every context and every scale. What results is an identity that people intuitively understand – and remember long after.
ExpressionA brand only exists in the moments people encounter it – the space they walk into, the website they land on, the card they hold, the sign they pass. It is where its value is either accumulated or lost. The thinking does not stop at the guidelines. Coherence is the foundation – but every application is also an opportunity to honour the brand idea and find what it can do in each specific context.
Start Where you AreBrand challenges are rarely identical. Some require the full process – from discovery through to a complete identity system. We work with you to define what is needed, what makes sense, and what it involves – in an open conversation before any scope is set.
PricingA combined brand strategy and identity engagement, our most common scope, typically sits between A$30,000 and A$80,000. Applications are scoped separately, once requirements are clear. We are transparent about investment from the first conversation – and every scope is defined together before any cost is confirmed.
Not sure where to start? The Brand Read is a focused first look at where your brand stands today – what it is and is not communicating, and where we see potential. A contained engagement and a clear starting point for what comes next. From A$5,000.
Get in touch to find out more.
“Toben has been a great creative partner for the ECP rebranding project. The strategy brought us much clarity internally and gave us a clear direction for a strong positioning and point of difference. Their strategic thinking coupled with a creative vision and attention to detail made for a brand that truly stands out in the market.”
Jared Pohl.
Director, ECP Asset Management
THE FIRST STEP IS ALWAYS A CONVERSATION. GET