FAQ

Answers to what people usually ask before reaching out.

Are you currently taking on new projects?

My full-time role comes first. CRATE is a select side practice I take on around my day job, so I’m choosy about new projects. If you’re curious, I offer a complimentary intro call to talk through your goals, timeline, and budget. Reach out, and we’ll figure out together if it’s a fit.

What does the process actually look like?

Every engagement starts with strategy, not a logo. A logo mark is the vehicle, strategy is the roadmap, and without one you’re driving without a destination. We work through four steps: the foundation (your mission and goals), your brand personality (values, tone, culture), your target audience (ICP interviews and mood boards), and a gap analysis of how you compare to competitors. That becomes a roadmap you can reference for years. Design starts only after that’s settled.

Do you just design logos?

No. The standard package covers brand strategy (a discovery workshop, user profiles, a user journey) and brand development (a style guide, business card, letterhead, social covers, and a print- and web-ready logo). Most people come to me wanting a logo. Most leave understanding the strategy behind it matters just as much as the mark itself. Additional collateral or a website is scoped and billed separately.

How much does this cost?

The flagship strategy and brand development package runs $6,500 to $9,500, depending on scope. Website work, when it’s part of the engagement, typically adds another $2,500 to $4,500. Exact numbers get set on the intro call once I understand what you actually need. For a sense of what that range looks like in practice, see the Elite Therapy case study.

How long does it take?

Plan on roughly 8 to 12 weeks for the flagship package: about 3 to 4 weeks for strategy, then 2 to 3 weeks to build out the brand identity. Pace depends partly on how quickly you can turn around feedback and homework, like audience interviews, along the way.