by Ary Azez | Oct 2, 2026
A useful guide starts with a brief description of the audience, positioning, and message the brand should convey. It should then show approved logo versions, colour values, typefaces, imagery direction, and examples of how those elements work together. Add voice and... by Ary Azez | Oct 1, 2026
Begin by mapping what each name means to customers, employees, and partners. Look at recognition, reputation, audience overlap, and the future business structure before deciding whether to keep both names, let one endorse the other, or move toward one brand. The... by Ary Azez | Sep 30, 2026
Write criteria before judging names: what the name should suggest, who must understand it, where it will be used, and what it should avoid. Shortlist a few options, then ask people in your intended audience to read, hear, remember, and describe each one without a long... by Ary Azez | Sep 29, 2026
Make a list of the current URLs before moving the site and identify the most relevant new URL for each important page. Keep useful content available, update internal links, and use permanent redirects from old addresses to their matching new pages. Avoid sending every... by Ary Azez | Sep 28, 2026
Ask each agency to describe the business problem it believes it is solving, the research it will use, and the decisions it expects your team to make. Request a clear list of deliverables, project stages, feedback rounds, responsibilities, and what is outside the... 