Brand identity that still works on a real website

Identity dies in handoff. A PNG in a Slack thread is not a system. Developers need tokens: colour, type, spacing, and a logo that still reads at 32 pixels.

Minimum kit

Wordmark or symbol that works on light and dark. Two typefaces or a disciplined one-family setup. Colour with accessible contrast. A short voice note so headlines do not sound like a different company.

Then apply it to the site — custom or template — in the same engagement if you can. Identity that never ships is decoration.