Brand systems that remove friction from growth
If your product, pitch deck, website, and ads all feel slightly different, prospects feel it. That inconsistency slows deals, hurts credibility, and forces your team to reinvent the wheel every time they ship something new.
BYBOWU develops brand books and visual identity systems for founders and marketing leaders who care about clarity, speed, and trust. You get a digital-first, implementation-ready system that works in Figma and code, not just on a pretty slide. We are based in Phoenix, AZ, and work with SaaS, ecommerce, and product teams across the US and globally.
The real problems a brand book should solve
A good brand book is not a trophy PDF. It should make it easier to win deals, ship campaigns, and keep teams aligned. We focus on fixing issues like:
- Inconsistent visuals: different colors, logo treatments, and typography across product, decks, and ads.
- Slow production: every landing page, feature launch, or sales one-pager starts from zero.
- Developer guesswork: engineers inventing spacing, font sizes, and colors because no clear system exists.
- Weak first impressions: prospects land on your site or app and do not immediately feel "this is a serious company".
- Hard onboarding: new hires and agencies need weeks just to learn how to represent your brand correctly.
Every touchpoint either builds or erodes trust. Our goal is simple: make sure a 16 px label in your app and a 16-foot trade show wall feel like they came from the same team, on purpose.
What you get: a complete, digital-first visual identity
We build a visual identity and brand book that your design, marketing, and engineering teams can actually use. Strategy is translated into concrete rules, tokens, and templates.
Logo system and usage rules
- Primary, secondary, and mark-only logos with light/dark, horizontal, and stacked variants.
- Clear guidance on clear space, minimum sizes, and placement across web, mobile, and print.
- Simple do and don't examples so the logo stays recognizable over time.
Typography for marketing and product
- Font pairings for headings, body copy, UI labels, and metadata.
- Type scales, line heights, and spacing rules that translate cleanly into code.
- Web and mobile fallbacks, plus examples for headlines, paragraphs, buttons, and forms.
Accessible, easy-to-use color system
- Primary, secondary, and extended palettes with HEX and RGB values.
- Contrast checks against WCAG 2.1 AA/AAA where relevant.
- Semantic tokens (success, warning, info, destructive) your product team can plug straight into a design system.
Voice, tone, and messaging examples
- Brand voice pillars with concrete "sounds like" and "does not sound like" guidance.
- Sample headlines, CTAs, onboarding copy, support replies, and investor notes.
- Copy banks: phrases to lean on, and language to avoid.
Imagery, iconography, and illustration
- Photography style, mood, and composition guidelines.
- Icon grids, stroke weights, and usage rules that keep UI clean.
- Illustration direction so campaigns feel cohesive instead of random.
Layout, grids, and interaction principles
- Responsive grids and spacing tokens that work across landing pages and product screens.
- Patterns for key components like hero sections, cards, forms, and navigation.
- Optional motion rules for loading states and micro-interactions so your brand feels consistent in motion.
Templates and libraries your team can ship with
- Figma libraries and UI kits for marketing layouts and product components.
- Templates for pitch decks, case studies, one-pagers, and sales collateral.
- Social, ad, and app store asset templates for faster campaign launches.
Asset management and brand governance
- File naming and versioning conventions so assets stay findable and current.
- Simple guidance on folder or brand hub structure.
- Licensing and approval notes to reduce misuse and avoid rework.
Want a quick outside view?
Share a link to your current site and a few brand assets. We will point out the biggest consistency gaps and what a practical brand book could fix.
How we build your brand book and visual identity
The process is structured enough to be predictable, and flexible enough for your stage and team size.
- Discovery and strategy
We run focused sessions with founders and leaders to clarify vision, audiences, competitors, and where the brand needs to work hardest first: sales, product, hiring, or fundraising. - Visual and competitive research
We review your current materials, build mood boards, and audit your category so we know what is generic and where you can stand out without going off-brand. - Exploration and real-world testing
We explore logo, type, and color directions, then test them in realistic contexts: landing pages, app screens, decks, and ads. You see options in the places that matter, not just on a blank artboard. - System development
Once you choose a direction, we formalize grids, tokens, and components. We test accessibility, edge cases, and how the system behaves on different devices. - Documentation and brand book
We assemble everything into a clear brand book (typically web-based plus PDF) and Figma libraries so designers and engineers can plug it in immediately. - Handoff, training, and support
We walk your team through the system, answer questions, and agree on governance. If you need help rolling it out, our web development and mobile app teams can implement the new identity in your site or apps.
Most full brand book engagements take around 4–6 weeks, depending on scope and how many rounds of exploration you want.
What you can order
- Brand Book Essentials — Refine your existing logo and visuals into a concise digital brand guide with core colors, typography, logo rules, and 1–2 page layouts. Ideal if you already have a brand but no documentation.
- New Visual Identity + Brand Book — From scratch logo exploration, color and type system, UI-ready tokens, and a full brand book with examples for web, product, and decks. Best for SaaS, ecommerce, or apps heading into a launch or rebrand.
- Product UI Brand System — Take your existing brand and translate it into a robust UI design system in Figma with grids, components, and tokens ready for your engineering team.
- Marketing and Sales Collateral Kit — Brand-aligned templates for pitch decks, sales one-pagers, case studies, and social ads so your go-to-market team can ship faster with less design help.
- Brand Refresh and Cleanup — Tighten an existing brand, fix inconsistencies, update accessibility, and reorganize assets into a single source of truth without a full rebrand.
Proof it works in the real world
Marketplace ready for scale
For a modern clothing marketplace, we helped turn a fragmented visual style into a coherent brand and UI system. The result was a cleaner storefront and a design library that made new category pages and campaigns much faster to ship.
Matching app and marketing experience
For a roommate-finding platform, we aligned product UI, onboarding flows, and public site visuals under one shared system, making the experience feel more trustworthy from first ad click to in-app messaging.
Brand system for ecommerce operations
For a wholesale and dropshipping platform, we created a pragmatic identity and component library that works across dashboards, onboarding emails, and knowledge base content so teams could move faster without sacrificing clarity.
Why choose BYBOWU for brand books and visual identity
- Brand and product under one roof — We design identities that work not only in campaigns but inside real web apps, dashboards, and mobile experiences.
- Built for teams, not just founders — Your marketing, design, and engineering teams get concrete rules, tokens, and templates instead of vague mood boards.
- Clear communication and ownership — You get a defined process, regular check-ins, and full ownership of all source files and documentation at the end.
Questions founders usually ask
What budget range should we expect?
Most brand book projects we handle fall into a mid-five-figure range, depending on scope, how many assets we create, and whether you need a new logo or just systemization. After a short call and review of your current materials, we provide a clear range and options.
Can you work with our existing logo and colors?
Yes. Many clients keep their core logo and primary colors. We refine usage, expand the system, fix accessibility issues, and document everything so the brand finally behaves consistently across channels.
How does this connect to our website or app redesign?
The brand book and visual system become the foundation for any redesign. Our website design, UI/UX, and development teams use the same tokens and components to implement the identity in your site or product without translation errors.
Will this slow down our current roadmap?
We design the engagement so your team can keep shipping. Early in the process, we align on timelines and quick wins, then share interim assets (like core colors and type scales) that you can start using before the full brand book is complete.
Can you work with our in-house designers or existing agency?
Yes. We often act as the system and documentation partner while in-house teams or other agencies focus on campaigns and day-to-day design. The brand book becomes the shared standard for everyone.
What does collaboration look like if we are not in the US?
Most projects are fully remote. We work across time zones with structured workshops, async feedback in Figma, and clear milestones. Being headquartered in Phoenix is a plus for US teams, but not a requirement to work together.
Ready to turn your brand into a usable system?
If you are tired of re-explaining your brand to every new designer or developer, it is time for a clear, digital-first brand book.
