Brand refresh for a small business

People buy with their eyes

You have been doing good work for years, you have regulars and a reputation you earned. Only the sign dates from the time a brother-in-law designed it, the website sits on a decade-old template, and the Google listing has one photo taken on a phone against the light.

Someone finding you for the first time knows nothing about that reputation. They have only what they can see, and they guess the rest from it. I wrote up why that costs you customers — with research, not hunches.

What I do

The mark and the identity. A logo is only the start. It has to work on a gate, on a business card, on an invoice and as a thumbnail in Google results — and look like the same company everywhere. I deliver the full set, not just the mark: colours, typography, rules of use, and the materials it all has to live in.

The website. Built around why people come to it — if customers ask about price and availability, then price and availability sit on the first screen, not in an "Offer" tab.

What I build it on depends on what you want to do with it afterwards. If you want to add content and swap photos yourself, you get an admin panel that lets you do it without me. If the site just has to stand there and work, going without a panel is simpler and cheaper. That choice is made together, not before we have met.

Printed materials. Banners, cards, stickers, vouchers. This part usually drops out of a rebrand and stays in the old version, so a month later the company looks like two different businesses again.

The Google listing. For a service business this is often the first point of contact, earlier than the website. Photos, description, categories, collecting reviews.

Photography. Stock images are visible a mile off and nobody believes them. I photograph what you actually have: the place, the people, the product.

Where I start

Not with the logo. With the question of who reaches you and what they see on the way — because more often than not the mark turns out to be fine, and the problem sits in a website that never states a price and a Google listing without a single photo from the last five years.

The order I usually suggest:

1. Google listing and photos — cheapest, and the quickest to show results
2. The website — because that is where the listing sends people
3. The mark and materials — only once the first two stand

If the budget stretches to one thing, doing the first point properly almost always beats a new logo nobody will see.

What it looks like in practice

A car park by Katowice Airport had a logotype of nearly 4:1 proportions and a site built on an off-the-shelf template. A mark in that shape works in a page header and stops working everywhere a car park actually needs it: on the gate, on a sticker, as the avatar on a Google listing.

After the rebuild: 12–14% click-through in search against a market average of 3–5%, and over half the traffic from Google, organically, with no advertising budget.

The full case study →

What it costs

These are starting prices. The full price list, together with the rest of the services, is on the services page.

Common questions

Do I have to change my logo?

No. Often the best move is to keep the mark and fix everything around it — especially when the logo is recognised locally and customers associate it with you. I will say so plainly if I think changing the mark would be money thrown away.

How long does it take?

A first working version of a website usually stands after two days. Then we refine it together until it fits how you actually work. Identity work depends on how many materials have to be produced — for a full set for a small company I would count in weeks, not months.

What do you build websites on?

It depends on the project and on you. Sometimes an off-the-shelf system with an admin panel, so you can add content yourself; sometimes a site written from scratch, when it has to be light and there is nothing to edit. The choice is part of the conversation, not something I arrive with already decided — you are the one who has to live with it afterwards, not me.

What do I get at the end?

Source files and exports for every use, access to the site, and written rules so the next piece of material can be made without coming back to me. I do not keep clients on a leash with their own files or passwords.

Do you work remotely?

Yes, I work remotely across Poland. Consultation online, materials over a drive, print-ready files sent to you or straight to the printer.

Where do I start?

Write two sentences about what you do and what bothers you most. I reply within a day. The first half hour of conversation is free and commits you to nothing.