Brands are built from the inside out.


Our Branding Process

Brand Research & Analysis

A new brand reflects more than just the future of an organization. It reflects its history, and is built around goals and its audience. Before we begin positioning a brand in its industry, we define where it currently sits and where we want to take it.

  • SWOT Analysis
  • Brand Brief Questionnaire
  • Competitor Analysis

Brand Positioning

Every brand stands for something. Behind everything our clients do is a reason they do it, a reason they do it that way, and what makes what they do different. We help brands define what they stand for, and what story they want to tell their target consumers.

  • Brand Essence
  • Brand Promise
  • Brand Personality


Logo Design

A logo is the visual face of an organization. It’s the cornerstone of a visual identity. One first impression should convey a brand’s positioning and products or services. A great logo is both authentic and aspirational, and sets up the rest of the brand story.

  • Logo Design
  • Typography Planning
  • Color Palette Development

Verbal Identity

Consistent messaging is as important an element of a strong brand as consistent visual identity. Every line of copy, every headline, and every story told should be in one voice, with certain tones for certain uses. We help define what that voice is, and set up shared messaging and a communication style guide so that every message is cohesive.

  • Messaging Strategy
  • Brand Storytelling
  • Copywriting and Editing
  • Content Standards Documentation


Visual Identity

An organization pulls together every visual aspect to evoke a certain feeling and experience with their brand. It’s how they communicate to their customers who they are and what they stand for.

  • Visual Style Guide Development
  • Collateral Development
  • On-Brand Supporting Graphics
  • Advertising Design

Our Branding Approach

Great branding is meaningful, memorable, and consistent.

Brand development is more than a logo. It’s about creating a uniform way that customers perceive a company. It is storytelling with simplicity, using a brand to describe where the company has been and where it is going.

A meaningful, memorable, and consistent brand offers customers an easily-accessible shorthand for who an organization is. It puts the concept of an organization into clear, unmistakable focus.

Florida Gateway College

We refreshed Florida Gateway College’s brand identity with a modern aesthetic, updated color palette, and new tagline.

See the Work

Florida Gateway College Branding

Puttin’ On the Ritz

Puttin’ On the Ritz is Gainesville’s premier black-tie affair. For the 31st Annual Puttin’ On the Ritz, CHS chose PHOS to create a brand campaign centering around their mission.

See the Work

Gardner Chiropractic & Injury

The PHOS team felt Dr. Gardner’s passion for life, people, and health, and told his story through an award-winning brand identity.

See the Work

Gardner Branding