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White mugs with The Old Library’s logo lined up on a wooden shelf.

02 · What we do

Brand identity

Designing how your brand looks and sounds.

The Stannergill Whisky logo with its construction lines, from a brand identity built by Strut.

A logo and a guidelines PDF are not enough any more. We design how your brand looks and sounds, then deliver it as a working system, so everything your team makes looks and sounds like you.

Talk to us Take the free brand check

Ways we can help

Some of what we can do.

Not everyone needs everything here. These are examples, and we’ll agree with you what fits.

A collage of old family photographs, maps and letters from the Stannergill archive, with the finished Stannergill Whisky logo at the corner.

Built on strategy

Your identity starts with what we find out.

We don’t start with a blank page or a mood board. We start with the work already done: the strategy and positioning we agreed, the research and customer insight behind it, and the brand audit of how you show up today.

Haven’t done the strategy with us? We start with a short version of it first.

The Stannergill Whisky seal: a gold circular mark on black, an S built from barrel staves inside the words The Spirit of Castletown Mill.

We capture your brand DNA.

From that evidence we distil the essence of what makes you, you: what you stand for, who for, and how you want to be remembered. It goes down on a single page that everyone can read and agree.

A whisky barrel end branded with the Stannergill Whisky logo.

Then we make it visible, and audible.

We translate your DNA into a visual identity and a verbal one, so every choice, from a colour to a turn of phrase, can be traced back to something real.

  • Your strategy, research and brand audit as the brief
  • Your brand DNA, written down on a page
  • A visual and verbal identity that follow from it
Pages from the Bell Ingram brand guidelines laid out in a grid: logo, colour, type, imagery and layouts.

Brand system

A brand your team, and their tools, can follow.

Most brand guidelines are a PDF nobody opens. Yours is a working system, written as rules that people and the tools they use can both follow: how the brand looks, how it sounds and what it never does.

Set up for the tools your team already uses.

Your team might live in Canva or Adobe Express, work in Azzoo or Figma, or ask OpenAI, Claude or another assistant for a first draft. We don’t ask them to change how they work. We set your brand up inside those tools, so what they make is on brand from the start.

A grid of Bell Ingram social posts in the brand’s blue and green, including a hiring announcement and a notice.

People keep the final say.

The rules are guard rails, not gatekeeping. We meet your team where they are, with templates and tools set up for your brand, and we keep the whole system up to date as you grow.

  • Guidelines
  • Colours, type and components
  • Templates
  • Your brand set up in your team’s design and AI tools
  • A brand hub, so it all lives in one place

Identities we’ve built

  • Stannergill Whisky

    The Spirit of Castletown Mill

    • Brand strategy
    • Branding
    • Website

  • &Eve

    • Brushworks

      • Chance

        • The Old Library

          • CRC

            • Pendle

              • Primrose

                • PMC

                  • Bell Ingram

                    See all our work

                    • “Strut instantly connected with us and delivered a very impressive brand and website.”

                      Graham Ramsay
                      Midton

                    • “The new site feels alive and captures who we are perfectly.”

                      Claire & Martin Murray
                      Dunnet Bay Distillers

                    • “It looks so amazing. I just smile when it loads up!”

                      Claire & Martin Murray
                      Stannergill Whisky

                    Brand identity

                    Tell us what you need.

                    Send us your brief and we’ll come back with a price and a date. Not sure yet? Take the free brand check first.

                    What can we help with?What do you do?What’s it about? Pick as many as fit. The dotted ones are optional, but encouraged.Pick as many as fit. Freelancer? Use the form on our careers page.Pick any that fit.
                    Which sounds most like you? Pick one, if any fit.
                    Budget and timescale A ballpark is fine, and all of it is optional.

                    When would you like to start?

                    We only use your details to reply to you. Read our privacy policy.

                    Questions we get asked.

                    What is a brand system?

                    Your guidelines, design tokens, templates and instructions for your AI tools, in one place. Everything your team needs to make work that looks and sounds like you.

                    How long does it take?

                    Usually four to six weeks. You get the date before we start.

                    Who owns the brand system?

                    You do. If you leave, you take all of it with you and we hand it over properly.

                    How is it priced?

                    We price on the value of solving your problem, not on fixed hours, and agree the price before we start. Ongoing support is delivered with a simple monthly retainer, on an as-needed basis.

                    What we do

                    Our other services.