Refract Group2026
Naming and identity
A name with a reason. An identity with range.
Naming and visual identity for businesses whose next stage needs a clearer expression. Build the decisions, the design system and the applications your team will actually use.
Make the identity work in the real world
Refract develops names and visual identities from the business, its audience and the places the brand needs to appear. The scope can include naming, a new identity or an extension of an existing system. We agree which problem needs solving before choosing the deliverables.
- NamingExplore and assess names against the positioning, language and intended markets. Formal legal clearance is a separate step with your adviser.
- Visual identityDevelop the mark, typography, colour and graphic language together, tested in relevant applications.
- GuidelinesExplain the choices and usage rules with examples that help the team make new material.
- Launch applicationsAgree the templates and assets needed for the website, product, sales material or campaign.
Test the system beyond the logo
The Folklore report and Trusst AI identity show different ways a visual system can carry content. Testing layouts, hierarchy and recurring applications makes the guidelines more useful than a collection of ideal examples.
- Use actual contentCheck short and long titles, dense information, real imagery and the smallest required formats.
- Define what can changeMake room for different subjects and channels while keeping the important brand decisions consistent.
- Prepare for handoverSupply agreed source files, exports and examples, with ownership and licensing recorded.
From positioning to practical use
- UnderstandAgree the audience, business direction and what the current name or identity needs to change.
- ExploreDevelop and discuss directions against the brief, with reasons for the choices.
- ApplyTest the selected direction across the actual formats and content the team uses.
- DeliverPrepare the agreed guidelines and assets, and plan what changes at launch.
Ways to start
Bring the current identity, the reason for changing and the applications that matter most.
A positioning and identity review
Clarify the problem before committing to a new name or a complete visual redesign.
A naming or identity project
A defined scope from exploration through the selected direction and agreed applications.
An ongoing brand partner
Support for new templates, campaigns and applications as the business develops.
Questions before we start
Ask usNot always. Naming and visual identity solve different problems. We first assess what is limiting the existing brand and whether a change is proportionate.
Refract brand identity projects can range from A$15,000 to A$100,000+ depending on scope. That is our project range, not a market average or a fixed package. Naming, research, applications and rollout affect the quote.
We can help identify obvious naming and domain conflicts during exploration. Formal trademark searches, legal advice and registration are handled separately with an appropriate adviser; a shortlisted name is not a guarantee of availability.
The agreed identity assets, usage guidelines and application templates, plus source files and exports specified in the scope. Third-party font and image licensing is identified separately.
Timing depends on the research, decision-makers, applications and rollout. We set the review stages and approval responsibilities with you before work begins.
