Scope & Engagement
Prepared for i-Genie · July 2026
The engagement
One connected system across strategy, identity and digital.
Positioning and brand strategy
A clear and defensible market position, grounded in i-Genie’s strongest advantages and the realities of the competitive landscape.
- Positioning development
- Audience and buyer-message mapping
- Brand narrative
- Messaging pillars
- Proof hierarchy
- Value proposition
- Tone of voice
- Core company descriptions
- Guidance for sales, marketing, product and leadership communications
Verbal and visual identity
A distinctive brand system that expresses the positioning consistently across every touchpoint.
- Verbal identity principles
- Visual identity direction
- Logo and product-mark refinement
- Typography and colour systems
- Imagery and art-direction principles
- Data-visualisation language
- Presentation and social applications
- Brand guidelines
- Exploratory evaluation of naming or endorsement territories where strategically useful
Website strategy, copy and design
A complete website experience that translates the new brand into a focused enterprise narrative.
- Website strategy and information architecture
- Full website copy
- UX and page structure
- Visual design
- Responsive system
- Case-study presentation
- Proof and conversion strategy
- Design handover and implementation support
Eleven weeks from kickoff to handover. Each phase will build on the one before it, ensuring that the final website is not simply a better-looking version of the current brand, but the clearest expression of a more valuable position.
Why the order matters
Each phase is the input to the next, which is why we would keep them in this order.
The phases can be run separately, and there may be good reasons to. It is worth being clear about what each one is carrying before that decision gets made.
Without the positioning phase
The identity and the website would both be built on the claim the business already makes — expressed more attractively, but no easier to tell apart from the rest of the category.
Without the identity phase
The new position would be expressed in the visual and verbal language that does not yet carry it, and the distance between what the company says and how it looks would stay open.
Without the website phase
The position would live in a document rather than in the place enterprise buyers actually form their impression of the business.
Investment
Investment
Next step
A sixty-minute positioning session with both founders.
You leave with the position locked and the hero direction chosen. Everything after that is execution.