Brand strategy & identity design by Storygap
We’ll sit down with you and talk about the business you’ve built. What you believe in should help us decide how it looks and sounds.
Who it’s for
You’ve put years into this. It deserves to look like it.
People find you, but they still can’t tell what makes you different.
Your sign, your shirts and your website all look like different businesses.
The first thing people ask about is your price.
The fix
That’s a story gap. The space between what your business stands for and what people can see. We start with what you believe and how you already work. That gives us a reason for the words and design.
Your foundation
We use three questions to guide the work: what do you believe, how do you put it into practice, and what do your customers experience?
01 The why
This is the reason you care about doing the work. We’ll talk about what you hope it does for other people and put that into words.
Those words should help you make decisions. When you’re working out what to offer or how to explain it, you have something to come back to.
A shared meal turns strangers into neighbours.
02 The how
We look at how you treat people and the decisions you make while you’re doing the work. Those give us examples of what you believe in.
You should be able to point to something you actually do when we explain what the brand stands for.
Buying fresh every morning from people they know by name, and cooking family recipes with no shortcuts.
03 The what
These are the products or services someone can buy from you. We look at whether they fit the reason you started and what your customers need.
For Storygap, that means brand strategy, identity design and websites. They’re the work we do to help you put what you believe into practice.
Tacos, burritos and quesadillas, with names made for sharing, like La Mesa Para Dos.
The aim is a business people can understand, with a brand that reflects how you actually work.
Start with why, in practice
Cactus Comal is a family food truck. They could have led with a menu and a price, like every other truck. Instead, we built their brand from the inside out. The belief comes first, and the tacos come last.
01Why
It’s the first thing you read on their website, and it’s on every bag, cup and sticker. It isn’t a slogan. It’s the reason the truck exists, and every decision since has been measured against it.
02How
This is how they prove the belief. Food cooked the way their abuelas taught them and served as if it were going to their own table. The packaging carries the same warmth, so the feeling travels home with the food.
03What
Only now do you get to the menu. By the time you read it, you already know why it’s worth stopping for. That’s why people come back, and why they bring their neighbours.
Notice the order. Why, then how, then what. That’s the difference between a place people buy from and a brand people believe in.
Cactus Comal website, our favorites
See the Cactus Comal projectHow we do it
Four steps, and you’re part of every one.
1.0 Listen
We want to hear why you started and where you’d like to take the business. As we talk, we’ll look for what keeps coming up and check that we’ve understood you.
2.0 Shape
We turn what we hear into a few clear sentences: what you believe, who it’s for, and why someone should pick you. Everything else gets built on that.
3.0 Design
Logo, colours, type and voice, all built around those words. You’ll see a few directions and help choose, so nothing lands as a surprise.
4.0 Hand off
You get every file and a simple guide, so your brand looks like you on a sign, a shirt or a website, no matter who’s making it.
What you get
What you believe and why it matters, written so anyone on your team can say it.
Every version you’ll need, from the big sign to the little social icon.
A short palette and a couple of fonts that feel like you.
How you sound, with a few words to use and a few to stay away from.
One simple document that keeps it all consistent as you grow.
Questions
If people can’t tell what makes you different, start there. A website built on a clear brand does a lot more of the work for you. We can do both together.
Yes. If people already know and like something about you, we keep it and build around it.
Your logo in every version, your colours and fonts, your story in words, and a guide that shows how to use it all. It’s all yours.
Start a project
Tell us a bit about your business and what you’ve been thinking about. We can take it from there.
