Branding & Design
Building Business Branding One Brick at a Time
Branding is the ecosystem of every touchpoint your business appears in. It's what your business is built out of, and how clients perceive it as a whole.
From the sales team’s pitch deck to how your brochure looks on the convention floor. It all matters, it’s your branding, it’s business’s handshake. So what do people think about your handshake? Is it firm, or do you go for the fist bump?
So don’t leave people hanging.
Plugging Branding Leaks
Brands leak and mutate over time, leading to inconsistency and a brand that’s not recognisable to the team. Working holistically, we identify the mutations, stop them spreading, and give your marketing and sales teams the foundations to build from instead of building their own.
Full Rebrand
The works. Strategy, naming if it needs it, logo, visual system, voice and the guidelines that hold it all together. We run it end to end so the pieces are built to work as one brand. See how a full rebrand runs
Brand Strategy
We start by working out who you are talking to and what the brand has to stand for, then we map the story and the voice. By the time your team starts writing copy or talking to a customer, the foundations are set so you can do it with confidence.
Graphic Design & Logo Design
Logo design is the mark people use to recognise you, and graphic design is the visual system around it. You get both, with files that work at every size your team will use.
Print & Merchandise
Some brands need to show up off the screen as well. We take the identity into print and merchandise, with files set up for whoever is producing it. We like to keep it consistent, so the print and merch still feels like the brand says who you are.
Branding Documentation
When the brand changes hands, the guidelines live in one document. The colours and the type stay fixed, so the identity looks the same whoever uses it next.
Our Branding Work
Discover the brands we've helped build up, and find out what happened next.
NextMinute
We brought NextMinute's refreshed brand to life through a new website design, a reusable design system, and print and marketing assets for conventions, social media and app listings.
Resilience Web
Building the world’s first resilience directory
Got a Crazy Idea? We’re All Ears
Reach out, share your story, and Isaac or Tom will get back to you, usually same day. Let’s make some magic together.
People Who Asked "What IF?"
Unique problems need creative solutions, so team up with a creative agency who knows the best tool for the job.
Solutions to Problems We See All The Time.
Figma
Figma
Intuitive user interface design tool for designing websites, app prototypes and more.
Spline
Spline
Innovative 3D design tool for creating interactive & engaging website elements.
Jitter
Jitter
Web-based animation tool that allows designers to create motion graphics easily.
What's included in a What IF Web branding project?
A What IF Web branding project typically covers brand strategy, logo design and a full visual identity system, including colour, typography and supporting graphics, plus brand guidelines and the files to use the brand everywhere it needs to live. Print, merchandise and digital branding can be added when the business needs them. Scope is agreed up front, so you only pay for what you'll use.
What’s the difference between brand design and just having a logo?
A logo is just the tip of the iceberg. Brand design encompasses the entire system, including visuals, voice, personality, and structure. It’s what makes your brand feel like your brand, not just a graphic on a business card. It’s what people remember when you’re not in the room.
What's the difference between a brand refresh and a full rebrand?
A brand refresh updates parts of the existing identity, often the logo, colour palette or guidelines, while keeping the business's recognisable look. A full rebrand resets the whole identity: strategy, logo, visual system and guidelines, built around who the business is now. A refresh suits a brand that still fits but looks dated. A rebrand suits one that has outgrown itself.
Should we rebrand before redesigning our website?
Rebrand first if the brand no longer fits the business, because building a new website on an outgoing identity means paying to redo it soon after. If the brand is still sound and only the website feels tired, redesign the site and tidy the brand as part of the project. Doing both with one team at the same time is usually the most efficient route.
How long does a branding project take?
A branding project at What IF Web typically runs six to twelve weeks, depending on how much strategy sits around the identity work. A logo-only engagement can wrap in two to three weeks. A full identity system with strategy, guidelines and digital rollout usually takes eight to twelve weeks. The timeline is agreed up front with the project scope.
How much does branding cost in New Zealand?
Branding cost comes down to scope. A logo and core visual identity sits at the lighter end. A full identity system, with brand guidelines, typography, colour, and assets across every touchpoint, is a larger piece of work. We scope each project to what your business actually needs and quote it up front, so you are not paying for more than you use.
Do I keep full ownership of the designs and assets?
Yes. If we design it for you, it’s yours. No strings. No licensing traps. You get clean files, full control, and the confidence to use your brand however and wherever you need. For things like fonts or third party assets, we’ll let you know upfront if any licenses need to be purchased separately. No surprises; just clarity and transparency.
Does What IF Web work with B2B businesses outside Christchurch?
Yes. We're based in Christchurch but work with B2B and SaaS businesses globally. Our case studies cover clients across New Zealand and internationally.
How do I find a professional to design a brand identity for my business?
Look for a studio with published brand identity work (not just logos), a strategy-first process, and a clear list of what you get at the end: an identity system, brand guidelines, and the files to use the brand everywhere. Partner credentials with a design or build platform are a reliable signal of professional practice. In New Zealand, shortlist two or three studios, send the same written brief, and compare the proposals rather than the pitches. What IF Web is a Christchurch brand identity studio working with SaaS and B2B businesses across New Zealand and overseas.
