Brand strategy and identity
Your experience is worth more than your brand is saying.
I build brands for service businesses whose identity needs to live up to what they offer. Through my Brand Route, I turn that experience into strategy and visual identity in 4 weeks.
Portfolio
Brands built for very different businesses.
Each case shows the challenge, the strategy and the visual system behind it.
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Nobody chooses at random.
Before hiring you, people study you. They compare, they look at details, they notice things they don't even realise they're noticing. And they decide long before they ever talk to you.
At that point your service doesn't exist yet. Only the signals you left behind do: your brand, your images, the way you present what you do. Two equally good businesses can inspire completely different levels of trust because of that alone.
My job is to build those signals. Not a nice logo: a brand system that communicates the real value of what you do before anyone gets to try it.
Builds trust
A coherent brand reads like a serious business.
Sets you apart
Stop competing on price or location alone.
Communicates value
Makes visible what justifies your price.
Attracts the right client
Connects with people who value what you offer.
How I work
The Brand Route
Four phases, four weeks, a path that's already mapped. The method exists to make decisions before designing.
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Phase 01
Starting Point
Brief and agreement
We get to know each other and close the deal with a 50% deposit. Then we have a briefing session where I ask the questions that put your business in order: what you actually sell, who you sell it to, and why anyone should choose you.
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Phase 02
The Map
Brand report
I analyse everything we discussed and hand you a document with your target audience, an analysis of your direct competitors and the gaps they leave, your value proposition, your tone of communication and the brand archetype you should project. It closes with two moodboards: two distinct, justified design directions, so you choose the path before I design anything.
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Phase 03
The Route
Two brand proposals
Along the direction you chose, I design two complete brand proposals: logo and its variations, primary and secondary colours, type system and, depending on the project, illustration, social media design and web design.
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Phase 04
The Destination
Guidelines and final delivery
I build the definitive brand guidelines and the final artwork. Against the remaining 50%, I hand over your entire brand along with instructions on how to apply it correctly wherever you need it.
Every project is adjusted in scope to what your business needs. Strategy, identity and guidelines are always included.
Let's talk about your brandTestimonials
What the people I have worked with say.
From the start Fernando showed real dedication in capturing the concept of what we wanted: logo, colour palette, image choices. We were happy with how fast and professional he was. We recommend him 100% and hope to keep working with him.
Fernando was invested in the project from the very first moment, respecting our ideas and the values of our venture. He not only met expectations but was very reliable in presenting progress. He gave Raíces a unique stamp, creating a real change and a positive impact for our mission. We recommend him 100%.
Fernando fully captured what Caminando la Vida is: colours drawn from the coastal sclerophyll forests of central Chile. He gave the brand a new stamp and it motivates us to keep going with new projects. Recommended 100%.
Testimonials translated from Spanish.
About
My work starts by listening.
I'm Fernando Moux, a brand designer. I work from Punta Arenas, in Patagonia, with clients across Chile and Latin America.
Most businesses that come to me don't have a design problem. They have something valuable they're failing to communicate. That's why, before I open a file, I ask questions: what you actually sell, who you sell it to, and what makes you different from the business next door. Everything else follows from there.
I don't have a personal style to impose on every project. I have a process for finding the one each brand deserves. That's why none of my work looks like the last.
- Clients in hospitality, food and drink, healthcare, technology, sport and industry
- My own four-phase process, the Brand Route
- Based in Patagonia, working remotely across Latin America and Spain
Frequently asked questions
What people usually ask me before we start.
How long does the whole process take?
Four weeks, split into four phases. Each phase ends with something concrete in your hands, so you never spend a month waiting without seeing anything.
How much of my time do you need?
Two one-hour meetings, three at most. One to get to know each other, a briefing where I ask the questions that put your business in order, and a final one to present the finished project. The rest of the work is on me.
What exactly do I get?
A brand report with your target audience, an analysis of your competitors and the gaps they leave, your value proposition, your tone of communication and the archetype you should project. Two moodboards so you can choose the direction. Two complete identity proposals with the logo and its variations, primary and secondary colours and a type system. And at the end, the brand guidelines with the final artwork and instructions for applying it in every medium.
I already have a logo. Do I still need this?
The logo is the face: it helps people recognise you, but it doesn't say who you are or why they should choose you. The brand is what's behind it, and you can have a well-designed logo without having a brand. If that's your case we don't start from scratch: the logo can stay and we put everything else in order around it.
Does it include website design?
It depends on the scope. Strategy, identity and guidelines are always included. Website design, social media design and illustration come in when the project needs them, and that's agreed before we start.
What if I don't like what you propose?
That's unlikely, because you choose the direction before I design. In the second phase you get two moodboards with distinct, justified directions, and only then do I design two complete proposals based on the one you pick. You never reach the end and see something for the first time.
How do I pay?
Half when we close the deal, which books the dates and starts the brief. The other half on final delivery of the guidelines and artwork.
Your experience already exists. What's missing is a brand that conveys it.
If your current image doesn't reflect the value of what you offer, let's talk about closing that gap.