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XINMING DESIGN · Services / Pricing

Services & Pricing

Scopes, structure and reference pricing

From strategic judgment to AI-era brand infrastructure, Xinming Design structures clear scopes and reference pricing around the capabilities organisations need to build, express and govern a brand over time.

Explore Services View Service Architecture

Xinming Service Architecture

Four service dimensions · Independent or combinable — not a linear process

14 Core Services
A Judgment & StrategyDiagnosis and strategic direction 2 Services
B Brand IdentitySelect one of three levels 3 Services
C Brand Content & ExperienceCharacter system and motion 2 Services
D Brand Systems & GovernanceBrand OS, AI-era infrastructure and advisory 7 Services

ENTRY

¥9,800

VISUAL

¥30,000–100,000

CONTENT

IP ¥60,000 · Film from ¥20,000

SYSTEMS + GOVERNANCE

7 Combinable Services

01

Service Directory

14 Core Services

Fourteen core services covering judgment, strategy, visual identity, brand content and motion, brand systems, AI-era digital infrastructure and long-term governance. Select any service to view its full scope.

01 Brand DiagnosisCurrent-state audit & priorities Need clarity on what is actually holding the brand backStandalone · Recommended entry point ¥9,800 02 Brand StrategyPositioning, Brand Core & narrative The brand lacks clear positioning and a shared core judgmentStandalone · Can lead into Brand OS ¥40,000 03 Logo DesignThe core brand symbol A core brand symbol needs to be created or rebuiltStandalone ¥30,000 04 Basic Visual IdentityIdentity foundation A professional, consistent identity foundation is needed quicklyIncludes the core Logo Design scope ¥60,000 05 Standard Visual Identity SystemComplete identity system The brand is used across departments, channels and suppliersIncludes Basic Visual Identity ¥100,000 06 Brand OSBrand Operating System Brand rules are not codified; execution depends on individual experienceCombinable with Visual Identity / GEO From¥120,000 07 GEO WebsiteGenerative Engine Optimisation The website is not correctly understood or cited by search engines and AIStandalone · A visual identity foundation is recommended From¥60,000 08 Brand Knowledge BaseStructured, citable knowledge Brand knowledge is scattered and cannot be reused by systemsStandalone · Combinable with GEO and Brand OS From¥40,000 09 AI Brand WorkflowBrand-governed AI production AI-generated content and visuals lack brand consistencyBrand rules / knowledge assets recommended From¥60,000 10 AI Source DiagnosisAI visibility audit Unclear how AI currently describes the company, or whether it is accurateStandalone · Recommended entry point for GEO ¥19,800 11 AI Source MonitoringQuarterly re-measurement Visibility in AI environments needs periodic re-measurementRequires AI Source Diagnosis · Can be folded into Annual Brand Advisor From¥36,000/ year 12 Brand IP & Mascot SystemScalable character system A character asset built for long-term use and extension is neededStandalone · Visual identity foundation recommended · Extensions priced by catalogue ¥60,000 13 Brand Film & MotionBrand-led motion capability Professional, ready-to-use brand film and motion content is neededStandalone · Lightweight production · No live-action shoot in standard scope From¥20,000 14 Annual Brand AdvisorOngoing judgment & governance Ongoing brand judgment, review and governance are neededFor organisations with existing brand assets · Long-term governance mechanism From¥180,000/ year

Prices correspond to each service's standard scope; work beyond the standard scope is quoted separately. Specialized services are listed further down the page.

02

How the Services Fit Together

Service Architecture

Xinming Design's services run across four dimensions: judgment and strategy, brand identity, brand content and experience, and brand systems and governance. These four dimensions address different business needs. They can be commissioned independently or combined according to the organisation's current priorities; they are not a required sequential purchase path.

A

Judgment & Strategy

First establish what the problem is, then establish how the brand should be understood.

  • Brand Diagnosis¥9,800 Recommended entry point · Optional
  • Brand Strategy¥40,000 When positioning and core judgment are not yet established

When the problem is not yet clear, Brand Diagnosis is the place to start. Where the requirement and scope are already defined, the relevant service can begin directly.

B

Brand Identity

Three levels of depth. Select the one that matches where the organisation is now.

Select One of Three
  • Logo OnlyLogo Design ¥30,000 Establishes the core brand symbol only
  • Basic IdentityBasic Visual Identity ¥60,000 Includes the core Logo Design scope · Adds parameterisation and the identity foundation
  • System IdentityStandard Visual Identity System ¥100,000 Includes Basic Visual Identity · Adds the complete visual system and governance standards

The three levels are inclusive rather than cumulative. Choose the level that matches the current need; there is no requirement to purchase them in sequence.

C

Brand Content & Experience

On top of strategy and the identity system, extends the brand into characters, motion and communication experiences.

Can Combine
  • Brand IP & Mascot System¥60,000A reusable, extensible character asset
  • Brand Film & MotionFrom¥20,000The brand system extended into motion

Both are best commissioned on an existing visual identity foundation, or can begin from the organisation's current visual standards. Live-action production and physical manufacturing are excluded.

D

Brand Systems & Governance

Combinable services, started individually or in parallel. The Annual Brand Advisor is the long-term governance mechanism once brand assets are in place.

Can Combine
  • Brand OSFrom¥120,000Brand rules and governance system
  • GEO WebsiteFrom¥60,000The organisation's primary source of truth
  • Brand Knowledge BaseFrom¥40,000Structured knowledge assets
  • AI Brand WorkflowFrom¥60,000Rules applied in day-to-day production
  • AI Source Diagnosis¥19,800Visibility audit in AI environments
  • AI Source MonitoringFrom¥36,000 / yearPeriodic visibility tracking
  • Annual Brand AdvisorFrom¥180,000 / yearLong-term judgment, review and governance

There is no fixed purchase order between these services; they can be started individually or in combination according to the most pressing need.

Brand OS and the Standard Visual Identity System address different dimensions of the brand.The Standard Visual Identity System builds a visual identity system; Brand OS establishes the judgment, rules and governance mechanisms behind it. The two can be combined, but Brand OS is not a higher-tier visual package obtained by paying more than the Standard Visual Identity System, and its starting price does not include full visual identity application execution.

Assets already completed are not rebuilt.Strategy, logo, visual standards or knowledge assets the organisation has already completed and which are assessed as still usable are not rebuilt within the project; the quotation is set according to the actual additional scope of work.

03

Brand Judgment & Strategy

Judgment comes before expression. Before any design execution begins, we establish what the problem is, what is worth solving first, and how the brand should be understood.

01Judgment & Strategy

Brand Diagnosis

Brand-building entry point

STANDARD PRICE

¥9,800

Identifies the brand's current issues and priorities, helping the company determine where investment in strategy, visual identity, its website or Brand OS is genuinely needed.

Scope

1 brand

Competitors

3 core competitors

Timeline

2–3 weeks

Deliverables

4 documents + debrief session

Service relationshipCan start independently · Recommended entry point, not a mandatory prerequisite

View full service scopeCollapse service scope

01｜Brand Material Review

  • Company website
  • Existing logo
  • Existing visual identity
  • Company brochure
  • PPT
  • Product materials
  • Sales materials
  • Social media
  • Digital brand touchpoints
  • Existing brand assets

02｜Current-State Brand Diagnosis

  • Clarity of brand positioning
  • Core value expression
  • Brand differentiation
  • Consistency of brand perception
  • Visual identity consistency
  • Digital touchpoint consistency
  • Website information expression
  • Completeness of content assets
  • Readiness for AI environments

03｜Existing Brand Identity Standards Audit

A systematic health check of the company's existing identity assets, establishing what can continue to be used and what needs repair.

  • Structural compliance check of the existing logo
  • Logo proportion and geometry check
  • Logo minimum size check
  • Logo clear-space check
  • Logo background adaptation check
  • Logo file format and source-file completeness check
  • Brand colour consistency check
  • CMYK / RGB / HEX value consistency
  • Typeface usage in practice
  • Graphic device consistency
  • Layout consistency
  • Image / photography style consistency
  • Office application consistency
  • Marketing collateral consistency
  • Digital visual consistency
  • Brand asset file compliance
  • Mixed use of legacy versions

Delivers an Existing Brand Identity Issue List, sorted into: fix immediately · optimisation recommended · can be retained.

04｜Rapid Competitive Scan

The standard scope covers 3 core competitors. Extending to a 4th or 5th competitor is assessed additionally according to depth of analysis.

  • Brand positioning
  • Visual differentiation
  • Value expression
  • Brand maturity
  • Digital expression
  • Perception gaps and opportunities

05｜Brand Issue Map

  • High priority
  • Medium priority
  • Long-term optimisation

06｜Brand-building Priorities

  • What is most worth solving now
  • What can be left for later
  • Whether the logo needs refinement or redesign
  • Whether the visual identity needs rebuilding
  • Whether the website needs restructuring
  • Whether GEO is needed
  • Whether Brand OS is needed
  • Whether a Brand Knowledge Base is needed

Final deliverables

  • Brand Diagnosis Report
  • Existing Brand Identity Standards Audit
  • Brand Issue Priority Map
  • Recommended Brand-building Roadmap
  • 1 diagnosis debrief session

Standard ScopeWhat ¥9,800 covers

  • 1 corporate brand
  • Desk-based diagnosis drawing primarily on company-supplied and publicly available material
  • 3 core competitors (a 4th and 5th are assessed additionally according to depth of analysis)
  • 1 diagnosis debrief session

Assessed separately

  • Large-scale consumer research
  • Quantitative research
  • Offline field research
  • Large-scale customer interviews
  • Full industry research reports

Service boundaryBrand Diagnosis does not include full brand strategy reconstruction, logo redesign, visual identity design execution, website design and development, or the design of specific communication materials.

Discuss This Service The diagnosis states clearly whether strategy, visual identity, a website or Brand OS is needed next.

02Judgment & Strategy

Brand Strategy

STANDARD PRICE

¥40,000

Establishes the core strategic decisions that guide the brand's visual identity, communications, website and AI-enabled systems.

Scope

1 brand · 1 business system

Timeline

4–6 weeks

Deliverables

Strategy report + Brand Core

Relationship

Can feed into Brand OS

Service relationshipCan start independently · Outputs can be structured directly into Brand OS

View full service scopeCollapse service scope

01｜Company & Business Research

  • Company background
  • Business model
  • Products / services
  • Target customers
  • Market environment
  • Competitive landscape
  • Future development goals

02｜Brand Positioning

  • Who the brand is
  • Who it serves
  • What problem it solves
  • Why it is worth choosing
  • How it differs from competitors

03｜Core Value Proposition

  • Core value
  • Differentiating advantage
  • Customer value
  • Commercial value

04｜Brand Core

  • Mission
  • Vision
  • Values
  • Core beliefs
  • Brand worldview

05｜Core Brand Narrative

  • Core brand story
  • Core explanatory framework
  • One-line value statement
  • Core message hierarchy

06｜Brand Keywords

  • Strategic keywords
  • Visual keywords
  • Content keywords

07｜Brand Architecture Recommendations

Where the company involves the following structures, basic relationship recommendations are established.

  • Group
  • Parent brand
  • Sub-brands
  • Product brands
  • Business lines
  • Co-branding

08｜Visual Direction Recommendations

  • Aesthetic direction
  • Brand character
  • Visual principles
  • Visual boundaries

Final deliverables

  • Brand Strategy Report
  • Brand Core / Judgment Kernel base version
  • Brand positioning · Value proposition · Brand narrative · Brand keywords
  • Visual strategy recommendations

Standard ScopeWhat ¥40,000 covers

  • 1 corporate brand
  • 1 primary business system
  • Core management interviews / workshops run to the standard project plan; participants and sessions are confirmed at project kick-off, and additional interviews beyond the agreed scope are assessed separately
  • Public market and competitor research

Assessed separately

  • Large-scale quantitative research
  • Large-sample consumer research
  • Multi-country dedicated research
  • Complex group brand architecture restructuring

Service boundaryBrand Strategy does not include logo design, visual identity, website development or extensive visual execution by default; these are configured separately as standalone service modules. Naming a completely new brand is a specialized strategy service; a strategic assessment of an existing name is included within the strategy analysis scope.

Discuss This Service

04

Brand Visual Identity

From the core symbol to a complete visual identity (VI) system. The three levels are inclusive upgrades — companies choose where to enter according to the stage they have reached.

04Visual Identity

Basic Visual Identity

Includes the core Logo Design scope

STANDARD PRICE

¥60,000

Builds a reliably reusable identity foundation on top of the core symbol, turning the logo from a single design file into a set of brand assets.

Scope

1 brand

Standard applications

10 items

Timeline

7–9 weeks

Relationship

Includes core Logo Design

Service relationshipAlready includes the core Logo Design scope · An alternative to Logo Design, not a repeat purchase

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A｜Logo Design

Includes the core design content of the ¥30,000 Logo Design.

  • 2 formal logo design directions
  • Final direction refinement
  • Logo rationale
  • Base lockups

B｜Logo Parameterisation System

Turns the logo from a design file into a brand asset that different teams, suppliers, the website and AI tools can reliably reuse. This is the main upgrade Basic Visual Identity offers over Logo Design alone.

  • Logo construction drawing
  • Logo geometry
  • Logo base grid
  • Logo proportion parameters
  • Logo clear-space parameters
  • Logo minimum size
  • Horizontal lockup proportions
  • Vertical lockup proportions
  • Chinese lockup parameters
  • English lockup parameters
  • Bilingual lockup parameters
  • Logo + slogan lockup rules (where a slogan exists)
  • Dark-background adaptation
  • Light-background adaptation
  • Image-background adaptation principles
  • Brand-colour version
  • Black-and-white version
  • Reversed version
  • Single-colour version
  • Misuse rules
  • Digital usage parameters
  • File naming and version control

C｜Brand Colour System

  • Primary brand colour
  • Secondary colours
  • Necessary accent colours
  • Pantone
  • CMYK
  • RGB
  • HEX
  • Base colour ratio recommendations
  • Dark / light background relationships

D｜Typeface System

  • Chinese brand typeface
  • Latin brand typeface
  • Numeral typeface recommendation
  • Display typeface
  • Body typeface
  • Mixed Chinese–Latin setting
  • Type sizes and base hierarchy
  • Typeface licensing recommendations

E｜Graphic Device System

  • Graphic device design
  • Origin of the device
  • Base graphic unit
  • Extension logic
  • Base application methods

F｜Base Layout Rules

  • Heading hierarchy
  • Body-text hierarchy
  • Base grid
  • White-space principles
  • Basic image–text relationships

G｜Basic Visual Identity Applications

Ten standard applications that will genuinely be used are selected from the Visual Identity System Design Checklist according to real usage scenarios — for example business cards, email signatures, PPT, Word, staff passes, folders, social media, banners and basic sales materials. The specific items are confirmed jointly on the basis of actual usage.

The 10 standard applications in Basic Visual Identity cover office essentials, digital essentials, routine communication templates and light sales collateral. Complex specialized work — full packaging systems, environmental branding, large wayfinding systems, exhibition space systems, brand IP, complex UI, websites, video and complex motion — does not count towards the standard application total and is assessed separately as a specialized service. Standard applications already inside the agreed project scope are not billed twice; work beyond the 10 standard applications, or new execution that materially increases design depth, is assessed separately.

H｜Basic Visual Identity Manual

Consolidates the logo, its parameters, colour, type, graphic devices, base layout and base applications into a single standard.

I｜Brand Asset Delivery

  • Logo source files
  • Visual identity source files
  • Vector files
  • Standard image files
  • Base templates
  • Standards documents

Standard ScopeWhat ¥60,000 covers

  • 1 corporate brand
  • Core Logo Design content (2 directions, 1 confirmed for refinement)
  • Complete logo parameterisation system
  • Brand colour, typefaces, base graphic devices and base layout
  • 10 standard applications
  • Basic Visual Identity manual and brand asset delivery

On existing logosBasic Visual Identity and the Standard Visual Identity System are priced as complete systems. Where a company already has a logo assessed as still usable, no new logo creative design is carried out; that effort moves into logo parameterisation, deeper visual system work or standard applications. If the overall project scope shrinks materially as a result, the quotation is reset according to the actual scope.

Discuss This Service View the Visual Identity System Design Checklist

05Visual Identity

Standard Visual Identity System

The system upgrade of Basic Visual Identity

STANDARD PRICE

¥100,000

When multiple departments, channels and suppliers use the brand at the same time, the identity foundation has to become a complete visual system.

Scope

1 master brand

Standard applications

20 items

Timeline

10–14 weeks

Relationship

Includes Basic Visual Identity

Service relationshipIncludes everything in Basic Visual Identity · An alternative to it, not an addition

View full service scopeCollapse service scope

Includes everything in Basic Visual Identity

The standard scope covers every capability module in Basic Visual Identity and builds a complete visual system and governance standard on top of it. Where mature logo, colour or typeface assets already exist, they are reviewed, carried forward and deepened rather than rebuilt, and the quotation is set according to the actual additional scope.

What the system upgrade adds

  • Brand visual strategy: visual keywords, brand character, aesthetic direction, visual boundaries
  • Complete logo parameterisation standard
  • Complete colour system
  • Complete typeface system
  • Graphic device system
  • Icon / graphic language
  • Image and photography system
  • Grid and layout system
  • Digital visual base standard
  • Cross-scenario visual consistency standard
  • Visual identity application system
  • Visual Identity Manual
  • Brand asset file architecture
  • Base version control standard

How the Visual Identity Application System Is Configured

Twenty standard applications are configured from the full visual identity checklist according to real business scenarios. That total already includes the Basic Visual Identity applications — it is not added on top of the 10 in Basic Visual Identity. The specific items are confirmed jointly against current business scenarios and actual usage needs.

These 20 standard applications establish the brand's high-frequency touchpoints, core templates and key reference applications. Standard applications already inside the agreed project scope are not billed twice; work beyond the 20, or new execution that materially increases design depth, is assessed separately. The following complex specialized work is not included by default — it can be extended from the visual rules the Standard Visual Identity System establishes, and is quoted separately: full packaging systems, large wayfinding systems, complete environmental branding, large exhibition systems, brand IP / mascots, website development, app UI, motion identity systems and complex video.

Standard ScopeWhat ¥100,000 covers

  • 1 corporate master brand
  • Everything in Basic Visual Identity
  • Complete visual system and governance standard
  • 20 standard applications (inclusive of the Basic Visual Identity applications, not additional to them)
  • Visual Identity Manual and brand asset file architecture

Assessed separately

  • Group and multi-brand architecture
  • Multilingual versions
  • Execution of the complex specialized systems listed above

Suited to

  • Cross-department collaboration
  • Multi-supplier execution
  • Long-term use and brand upgrades
  • International communication
Discuss This Service View the Visual Identity System Design Checklist

05

Brand System

Once the brand has to be used reliably across more teams, more channels and AI tools, the focus shifts to a brand rule system that can actually be run and governed.

06Brand System

Brand OS

STARTING PRICE

From¥120,000

A brand operating system that codifies strategic decisions, brand rules, visual governance, content governance and AI collaboration, creating a shared framework for consistent decisions and execution.

Scope

1 master brand · 1–2 business lines

Language

Single primary language

Timeline

10–16 weeks

Relationship

A different dimension from visual identity

Service relationshipCombinable with Visual Identity, GEO and the Knowledge Base · A different dimension from the Standard Visual Identity System, not an upgrade of it

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Handling of pre-existing assets

Where a mature brand strategy already exists (including the output of Xinming Design's Brand Strategy service), Brand OS moves straight into reviewing, carrying forward and structuring the Judgment Kernel rather than rebuilding strategy from zero. Where no mature strategy exists, the project must include the necessary strategic judgment work, and that effort enters the starting-price assessment. The exact scope and cost of handling pre-existing assets is set out in the formal quotation; strategy assets already completed and assessed as reusable are not billed twice.

01｜Judgment Kernel

Takes on or establishes the brand's core strategic direction and converts it into a structure that can guide and support the rule, semantic and visual systems.

  • Brand positioning
  • Value proposition
  • Core judgment
  • Worldview
  • Core narrative

02｜Brand Constitution

  • Brand principles
  • Decision rules
  • Expression boundaries
  • Brand constraints

03｜Semantic System

  • Brand semantics
  • Product semantics
  • Service semantics
  • Keyword system

04｜Aesthetic Constitution

  • Aesthetic principles
  • Visual language
  • Visual boundaries

05｜Brand Governance

  • Brand assets
  • Usage rules
  • Version control
  • Supplier collaboration
  • Brand review

06｜AI Collaboration Rules

Defines what AI may and may not do, its output boundaries and review principles — the Rules. Running those rules through research, writing, visual generation, review and asset management is Workflow Implementation, and is delivered by AI Brand Workflow. Rules ≠ Workflow Implementation.

  • AI content rules
  • AI visual rules
  • Base prompt standards
  • Output review

07｜Knowledge Architecture

Establishes knowledge classification, entity relationships, structure and governance principles — the Architecture. Organising, structuring and entering the actual knowledge content is Population, delivered by the Brand Knowledge Base. Architecture ≠ Population, and the two services are not billed twice.

  • Brand knowledge structure
  • Entity relationships
  • Content architecture

08｜Brand OS Documentation

Consolidates the modules above into brand system documentation that can be delivered, maintained and kept current.

Standard Starting ScopeWhat the ¥120,000 starting price covers

  • 1 corporate master brand
  • 1–2 core business / product-service lines
  • A single primary language system
  • Basic company material already available
  • No complex group brand architecture
  • No large-scale sub-brand governance
  • Full visual identity application execution not included
  • Large-scale knowledge content population not included

Assessed separately

  • Group architecture
  • Multi-brand governance
  • Multilingual systems
  • Complex product matrices
  • Multiple overseas regions
  • Governance of large volumes of legacy assets

Service boundaryBrand OS does not include extensive visual identity application design, website development or ongoing content production by default; these are configured separately as standalone services.

Discuss This Service Pricing is assessed against brand complexity, the number of business lines and the governance scope.

06

Brand Digital Infrastructure for the AI Era

A corporate brand today faces people, search engines and AI systems at once. This layer addresses one question — can the brand's information be read, understood and cited correctly — and keeps re-measuring the answer as AI environments change.

07Digital Infrastructure

GEO Website

STARTING PRICE

From¥60,000

Builds a primary source of truth that people, search engines, AI search and AI agents can all understand. Here the website acts as the authoritative source of company facts and brand direction.

Page types

About 6

Content pages

8–10

Timeline

8–12 weeks

Language

1 primary language

Service relationshipCan start independently · A mature brand visual foundation is recommended

View full service scopeCollapse service scope

Service detail

  • Baseline brand and AI visibility analysis
  • Corporate semantic architecture
  • Website IA
  • Core page information architecture
  • Core website content structure
  • UI / Brand Visual Design
  • Responsive Design
  • Front-end development
  • Sitemap
  • Robots.txt
  • Canonical
  • llms.txt implementation
  • Organization Schema
  • Service Schema
  • Breadcrumb Schema
  • Applicable schema such as Article / FAQ
  • Case proof system
  • Company fact structure
  • GEO base configuration
  • AI crawler access review
  • robots / bot accessibility check
  • Server response and crawlability check
  • JavaScript rendering risk check
  • Critical content deliverability check
  • Launch testing

Standard Starting ScopeWhat the ¥60,000 starting price covers

  • 1 corporate brand
  • 1 primary language
  • About 6 core page types (template / information-architecture types)
  • About 8–10 core content pages (the actual build volume in phase one)
  • Responsive web and standard corporate front-end
  • Base content structure
  • Core SEO / GEO technical configuration and structured data
  • Standard launch testing

Assessed separately

  • Membership systems
  • Complex CMS
  • ERP / CRM integration
  • E-commerce and payments
  • Complex back-office systems
  • Large databases
  • Large-scale content migration
  • Multilingual versions

How these figures are defined

  • Page type means a template and information-architecture type such as home, services, cases, about, content or contact
  • 8–10 refers to the total number of core content pages actually built in phase one
  • Product or case pages generated in bulk from one template count as extended content volume and are assessed separately
  • Where a CMS is required, it is assessed separately according to technical scope

On the visual design boundaryBrand visual design within a GEO website adapts the company's existing visual assets to the web environment; it is not the same as rebuilding a logo or a visual identity system. Where no mature visual system exists, we recommend completing Basic Visual Identity or the Standard Visual Identity System first, or including that visual work in a separate quotation.

On outcome boundariesGEO work improves the underlying conditions for a brand to be found, understood and cited by AI systems. It does not promise fixed rankings or citations for any particular model, keyword or timeframe.

Division of work with the Brand Knowledge BaseThe GEO Website covers the site's own semantic architecture, pages, front-end and structured data, and does not include large-scale knowledge content production by default. The Brand Knowledge Base covers the deeper knowledge assets the website and AI systems can reliably reference and reuse, and does not include full website design and development by default.

Discuss This Service

08Digital Infrastructure

Brand Knowledge Base

STARTING PRICE

From¥40,000

Takes brand knowledge scattered across the website, decks, interviews, product materials, cases and team experience, and organises it into structured knowledge assets that can be reliably reused across teams, the website, AI systems and content workflows.

Initial knowledge units

25–30

Scope

1 brand

Timeline

6–10 weeks

Relationship

Combinable with GEO

Service relationshipCan start independently · Combinable with the GEO Website and Brand OS

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Service detail

  • Brand knowledge architecture
  • Brand Entity File
  • Company fact library
  • Core brand decisions library
  • Product knowledge library
  • Service knowledge library
  • FAQ
  • Customer question library
  • Case evidence library
  • Proof Library
  • Brand point-of-view library
  • GEO content templates
  • Content classification rules
  • AI-citable content structures
  • Knowledge base governance standard
  • Organisation of the first batch of core knowledge assets

Standard Starting ScopeWhat the ¥40,000 starting price covers

  • 1 brand
  • 1 primary language
  • Base knowledge architecture and Brand Entity File
  • Company fact library
  • Core product / service knowledge
  • Base FAQ and case evidence structure
  • An initial batch of about 25–30 structured knowledge units

Assessed separately

  • Materially more than 30 knowledge units
  • Organising large volumes of legacy material
  • Multilingual versions
  • Large numbers of case studies
  • Complex technical documentation

Definition of a knowledge unitA knowledge entry with a defined topic, factual source and independently retrievable structure. One knowledge unit corresponds to one defined topic and its primary evidence — it is not the same as fully decomposing an entire large report, technical white paper or complex body of legacy material; large, complex documents are assessed according to the actual decomposition volume.

Information sourcesThe company supplies the necessary facts, technical information, lawfully public material and internally confirmed information. Xinming is responsible for architecture, organisation, expression and structuring, and does not invent facts the company has not confirmed.

Division of work with Brand OSBrand OS's Knowledge Architecture covers classification, entity relationships and governance principles; the Brand Knowledge Base covers organising, structuring and entering the actual content. The relationship is Architecture to Population, and the two are not billed twice.

Discuss This Service

09Digital Infrastructure

AI Brand Workflow

STARTING PRICE

From¥60,000

Turns AI from a personal tool used by individuals into a company production tool governed by brand knowledge, brand rules and review mechanisms.

Core workflows

Up to 2

Tool environments

About 3

Timeline

6–10 weeks

Deliverables

Prompt Library + review rules

Service relationshipBasic brand rules or knowledge assets are recommended beforehand

View full service scopeCollapse service scope

Service detail

  • Diagnosis of current AI usage
  • AI Role Design
  • Brand knowledge integration structure
  • Brand rules integration
  • Content workflow: Research → Topic → Writing → Brand Review → Publish
  • Visual workflow: Brief → Prompt → Generation → Brand Audit → Asset
  • Prompt Library
  • Content review rules
  • Visual review rules
  • AI asset naming
  • AI asset archiving
  • Team usage handbook
  • Workflow Demo

Standard Starting ScopeWhat the ¥60,000 starting price covers

  • 1 brand
  • 1 core team
  • Up to 2 core workflows (for example content production and visual production)
  • Up to about 3 primary AI tool environments
  • 1 base Prompt Library
  • 1 set of review rules
  • 1 team demo / training session

Assessed separately

  • Company-wide rollout across departments
  • Complex permission systems
  • Custom-built agents
  • API integration
  • Automation orchestration
  • Enterprise system integration

On tool dependenciesAI Workflow is designed around the capabilities of the tools available today. Changes to third-party models, platform APIs, product features and pricing are outside Xinming Design's control.

Division of work with Brand OSBrand OS defines the AI collaboration rules themselves; AI Brand Workflow implements those rules in actual production. Rules ≠ Workflow Implementation.

Discuss This Service

10Digital Infrastructure

AI Source Diagnosis

STANDARD PRICE

¥19,800

A visibility audit of your company in AI search environments. Measures how AI currently describes your company, whether that description is accurate, which sources it draws on, and whether the technical layer allows AI to read your site correctly.

Scope

1 company brand

Platforms

8 major models

Timeline

3–4 weeks

Deliverables

3 documents + review session

Service relationshipStandalone · Recommended entry point for GEO work, not a mandatory prerequisite

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01｜Question set design

Forty fixed questions built around your actual business, covering five layers of the buyer path. The set is fixed once and becomes the permanent baseline for all subsequent re-measurement.

  • Entity layer: who the company is, what it does, how credible it appears
  • Category layer: how buyers choose in this category, and against what criteria
  • Solution layer: how a specific problem should be solved
  • Comparison layer: how the company stands against competitors
  • Decision layer: price, timeline, risk, how to begin

02｜Cross-platform measurement

Generative model output is non-deterministic, so a single run is not evidence. Each question runs five times on each platform — 1,600 runs in total. All raw output is archived with timestamps.

  • ChatGPT
  • Claude
  • Gemini
  • Perplexity
  • DeepSeek
  • Doubao
  • Kimi
  • Yuanbao

03｜Visibility and accuracy assessment

  • Whether the company is mentioned at all
  • Where it appears in the answer
  • Whether the description is factually correct
  • Whether the information is out of date
  • Whether it matches the company's own official wording
  • Which domains AI cites as its sources

04｜Source structure audit

  • First-party sources: website completeness, factual consistency, uniformity of wording
  • Third-party sources: encyclopedias, directories, media coverage and social platforms — coverage and accuracy
  • Evidence chain: how far cases, credentials and figures can be independently verified
  • Current state of the Brand Entity File

05｜Technical source layer audit

  • robots.txt permissions for AI crawlers, verified user-agent by user-agent
  • sitemap.xml completeness and whether lastmod values are meaningful
  • Structured data configuration (Organization / Service / Article / FAQ / Breadcrumb)
  • JavaScript rendering risk and readability without JavaScript
  • Server response and crawlability
  • Current llms.txt status and whether it is warranted

06｜Competitor comparison

The standard scope covers three core competitors, measured with the same question set and the same method. The output is a comparison matrix showing which questions surface competitors but not your company.

07｜Six-layer score

A score for each layer plus a total. The first three layers are objectively testable and the scoring basis is disclosed in full.

  • Accessible
  • Understandable
  • Verifiable
  • Citable
  • Recommendable
  • Re-testable

08｜Priority recommendations

  • High priority: wide impact and quick to fix
  • Medium priority: requires content or technical investment
  • Long-term: requires sustained accumulation
  • An explicit list of what does not need doing yet

Final deliverables

  • AI Source Diagnosis Report
  • Source Structure and Technical Layer Audit Checklist
  • Optimisation Priority Roadmap
  • Complete question set and raw data, fully reproducible
  • 1 diagnosis review session

Standard ScopeWhat the ¥19,800 price covers

  • 1 company brand
  • 40 fixed questions
  • 8 major AI platforms
  • 5 runs per question per platform
  • 3 core competitors for comparison
  • 1 primary language
  • 1 diagnosis review session

Assessed separately

  • Additional language versions
  • Question sets beyond 60 items
  • More than 5 competitors
  • Group structures or multiple brands diagnosed separately
  • Multiple overseas regions diagnosed separately
  • Large-scale clean-up of historical sources

Service boundaryAI Source Diagnosis delivers an assessment of the current state and a set of recommendations. It does not include content production, website development, schema configuration or the actual build-out of third-party sources — those sit with GEO Website, Brand Knowledge Base and the relevant specialized services. Diagnosis ≠ Implementation.

On effect boundariesThe report describes the objective state at the moment of measurement. Generative model output depends on training data, retrieval mechanisms, context composition and how a question is phrased; the same question asked repeatedly returns different results, which is precisely why this service samples across multiple runs. Xinming Design does not promise rankings or citation outcomes for any particular model, question or timeframe, and offers no guarantee of results. What can be improved are the conditions under which a company is discovered, understood, verified and cited. These are conditions, not outcomes.

Division of work with Brand DiagnosisBrand Diagnosis assesses problems within the brand itself; AI Source Diagnosis assesses how the brand appears in AI environments. The two look at different things and can be run independently or together.

Division of work with GEO WebsiteAI Source Diagnosis is assessment; GEO Website is construction. The diagnosis can inform a GEO Website engagement but is not a prerequisite — a company already committed to rebuilding its website can start GEO Website directly, since the necessary baseline analysis is included there.

Discuss This Service

11Digital Infrastructure · Ongoing Re-measurement

AI Source Monitoring

ANNUAL RETAINER · STARTING FROM

From¥36,000/ year

AI environments keep changing, so visibility needs periodic re-measurement. Uses exactly the same question set and method as the initial diagnosis, producing a comparable time series.

Frequency

4 times per year

Question set

Carried over from diagnosis

Platforms

8 major models

Term

Annual agreement

Service relationshipRequires a completed AI Source Diagnosis · Available standalone or merged into Annual Brand Advisor

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Service rhythm

  • 4 quarterly re-measurements, with question set, platforms and run counts identical to the baseline
  • A comparison report after each round
  • Parallel tracking of 3 competitors
  • 1 list of corrective recommendations each quarter
  • 1 annual visibility review

Standard Annual ScopeWhat the ¥36,000 starting price covers

  • The 40 questions and 8 platforms carried over from the initial diagnosis
  • 4 quarterly re-measurements
  • 3 competitors tracked
  • 4 quarterly reports
  • 1 annual review

Assessed separately

  • Monthly re-measurement (12 per year)
  • Parallel monitoring in additional languages
  • More than 5 competitors
  • Actual execution of content or technical corrections

The question set does not change during the termWhen a round of measurement returns disappointing numbers, there is a strong pull to adjust the questions. But once the set changes, the historical data is no longer comparable and every earlier measurement is void. This service therefore treats an unchanged question set as an explicit condition. If the business shifts substantially and adjustment is genuinely needed, the original set continues to be measured and new questions start a separate series.

On expectationsThe first re-measurement will most likely show no significant change. Model training and index updates lag: improvements at the retrieval layer typically take weeks, improvements at the training layer take quarters to years. Numbers that have not moved after three months are normal and do not mean the work was wasted. The real risk is not flat numbers at three months — it is having no baseline to compare against.

Service boundaryThis service provides ongoing measurement, comparison and recommendations. It does not include content production, website changes or technical configuration. Work requiring execution is assessed separately.

Division of work with Annual Brand AdvisorAnnual Brand Advisor provides brand judgment and review; AI Source Monitoring provides continuous visibility tracking. Either can be bought on its own, or the two can be contracted together.

Discuss This Service

07

Brand Content & Experience

Once strategy and the visual identity system are in place, a brand still has to be told, remembered and shared. This layer extends the brand into a reusable character asset and into motion. It is a natural extension of Xinming Design's brand design capability — not a standalone film production business.

12Content & Experience

Brand IP & Mascot System

A scalable character asset

STANDARD FEE

¥60,0001 core IP character

Brand IP & Mascot System builds a reusable character asset designed for long-term recognition and extension. A brand IP is not a single mascot illustration: it is a character system — form, expressions, poses, costumes, scenes and the rules for using them — that keeps extending as the brand does.

Scope

1 core IP character

Artwork

2D master artwork + 3D turnaround views

Expressions / costumes

12 expressions · 9 costume variants

Reference timeline

Approx. 6–8 weeks

Service relationshipCan start independently · A visual identity foundation is recommended · Extensions priced by the IP Extension Catalogue · Actual timeline confirmed against character complexity, 3D scope and feedback cadence

View full service scope and extension pricingCollapse service scope

01｜Character Concept & Direction

  • Brand material and strategy review
  • Character role and personality
  • Relationship between character and brand
  • Form direction exploration
  • Proportions, posture and design DNA
  • Core recognition features confirmed

02｜2D Master Character Artwork

  • 2D master artwork (approved version)
  • Primary line artwork
  • Monochrome version
  • Reverse version
  • Standard proportion and colour specification
  • Minimum size guidance

03｜3D Turnaround Views & Core Scene

3D turnaround views fix the character's three-dimensional relationships and form standard, and serve as the reference for later extension and production hand-off. They are delivered as approved renders / output files and are not an editable 3D model or 3D project file.

  • 3D turnaround views (front · side · back)
  • 1 core 3D scene
  • Material and lighting reference

04｜Expression & Costume System

  • 12 static expressions
  • 9 2D costume variants
  • Usage rules for expressions and costumes

05｜Basic IP Usage Guidance

  • Basic usage standards
  • Misuse examples
  • Combination rules with the logo / visual identity
  • File naming and delivery structure

Final deliverables

  • Brand IP Character Definition
  • 2D master artwork · primary line artwork · monochrome version · reverse version
  • 3D turnaround views + 1 core 3D scene
  • 12 static expressions + 9 2D costume variants
  • Basic IP Usage Guidance
  • 2D master source files and guideline files
  • 3D turnaround views and the core 3D scene delivered as approved renders / output files

Standard ScopeWhat the ¥60,000 fee covers

  • 1 core IP character
  • Character concept and direction
  • 2D master artwork · primary line artwork · monochrome version · reverse version
  • 3D turnaround views
  • 12 static expressions
  • 9 2D costume variants
  • 1 core 3D scene
  • Basic IP usage guidance
  • 2D master source files and guideline files; 3D content delivered as approved renders / output files

Assessed separately

  • Editable 3D model
  • Rigging
  • Complex 3D animation
  • Game-grade character model
  • Architectural-grade 3D environments
  • Physical sculpture model
  • Structural prototyping
  • Industrial design
  • Product manufacturing
  • Large-scale IP world-building and content planning

File deliveryStandard delivery consists of 2D master source files and guideline files. 3D turnaround views and core 3D scenes are delivered as approved renders / output files. Unless explicitly agreed in the project brief, editable Blender, Cinema 4D or Maya files, editable 3D models, materials, lighting setups, rigs, animation project files and 3D working files are not included. 3D working files are not part of the standard brand asset delivery.

Service boundary3D turnaround views ≠ editable 3D model. The standard scope delivers the character's form standard and visual assets. It does not include editable 3D models, rigging, complex 3D animation, game-grade character models, architectural-grade 3D environments, physical sculpture models, structural prototyping, industrial design, product manufacturing or large-scale IP world-building. Where any of these is required, it is assessed as a separate project.

IP Extension CataloguePriced against the established core character

Once the core character exists, further extensions are priced according to the catalogue below. Every extension reuses the established character DNA, proportions and form standard; the character is never rebuilt.

  • IP-01Core IP Character System ¥60,000/ character The standard scope of this service: one core character with full artwork, expressions, costumes, scene and usage guidance
  • IP-02Additional Character in Existing World From¥35,000/ character Reuses the established world, proportions and design DNA; a fully independent rebuild is priced as a core character
  • IP-03Additional Expression ¥600/ expression
  • IP-04Expression Pack ¥6,000/ 12 expressions
  • IP-05Additional Costume / Theme Variant ¥1,500/ set 2D artwork; complex professional equipment assessed separately
  • IP-06Additional Pose / Action ¥1,000/ pose
  • IP-07Multi-character Composition ¥6,000/ composition A composed scene of 2–3 existing characters
  • IP-08Seasonal / Campaign IP Visual From¥6,000/ theme 1 themed key visual + basic extensions; complex scenes assessed separately
  • IP-093D Scene Key Visual From¥8,000/ scene Scene extension based on the approved character's existing 3D form. Re-modelling, complex material rebuilds, or third-party models that cannot be used directly are assessed separately; complex architectural modelling is not included
  • IP-10Social Stickers ¥8,000/ 16 stickers Static; animated stickers assessed separately
  • IP-11IP Merchandise Visual Application From¥2,000/ item Brand / IP visual application only; industrial design, structural prototyping and manufacturing are not included
  • IP-12Simple IP Motion Loop From¥12,000/ clip Basic motion of roughly 10 seconds or less; complex animation assessed per project

On the extension catalogueExtension prices assume an existing core character asset; items marked “From” are confirmed against actual complexity. Projects involving a complete narrative, character animation or a film are assessed under Brand Film & Motion.

Discuss This Service Once the character asset exists, expressions, costumes, scenes and merchandise applications extend through the catalogue — without rebuilding the character.

13Content & Experience

Brand Film & Motion

Brand-led motion capability

STARTING PRICE

From¥20,000Lightweight film & motion projects

Brand Film & Motion extends the brand system into motion through concept films, AI-enabled visual generation, motion design and editing. It prioritises brand judgment, visual consistency and communication efficiency over cinema-grade production complexity — so that, within a reasonable budget and timeline, an organisation gets film content that is professional, refined and ready to use.

Products

Brand Motion · Concept Brand Film

Duration

Concept films 30–90 seconds

Approach

AI imagery · motion design · editing

Deliverable

1 master version

Service relationshipCan start independently · A visual identity foundation is recommended · Standard scope excludes live-action shoots, actors and locations · Timeline confirmed against use, duration and generation complexity

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Two ProductsBoth from ¥20,000

The service is deliberately limited to two clearly defined products. The exact scope is confirmed at project start against the film's purpose, duration and production approach.

  • VIDEO-01Brand Motion From¥20,000 Motion extensions of the visual identity system: logo motion, openers and closers, motion key visuals, website loops and screen content
  • VIDEO-02Concept Brand Film From¥20,000 A 30–90 second brand narrative film built from AI-generated imagery, existing footage and motion graphics

VIDEO-01｜Brand MotionMotion extensions of the identity

Keeps the visual identity system consistent in motion media. Suited to the following uses; the standard scope is confirmed per project.

  • Logo motion
  • Brand openers
  • Brand closers
  • Motion key visuals
  • Website loops
  • Exhibition screens
  • Launch-event motion graphics
  • Social motion assets
  • Motion extensions of the visual identity system

Not included: live-action shoots, camera crews, actors, locations, large lighting setups, complex 3D and cinema-grade VFX.

VIDEO-02｜Concept Brand FilmBrand narrative in 30–90 seconds

A short film built around the brand narrative, delivered as 1 master version. Suited to:

  • 30–90 second concept films
  • Website hero videos
  • Brand methodology films
  • Company introduction shorts
  • Product / service concept films
  • Investor / partner presentation films
  • Exhibition films
  • Social brand films
  • AI-enabled brand films

Production ApproachHow the work is made

The value comes from brand judgment, creative, narrative, design, AI and motion consistency — not from studio scale, equipment or crew size.

  • Brand material review
  • Creative concept
  • Script
  • Storyboard
  • AI image generation
  • AI video generation
  • Existing-footage editing
  • Motion design
  • Basic motion graphics
  • Commercially licensed / royalty-free music
  • Basic sound effects
  • AI voice / synthetic narration
  • Basic audio mix
  • Basic colour correction
  • 1 master version

Final deliverables

  • 1 master version (at the confirmed purpose, duration and aspect ratio)
  • Creative concept · script · storyboard (concept films)
  • Motion graphics and AI-generated visual material
  • Commercially licensed / royalty-free music, basic sound effects, AI voice / synthetic narration and basic audio mix
  • Basic colour-corrected version

Standard ScopeWhat the ¥20,000 starting price covers

  • Lightweight brand film and motion projects
  • 1 brand · 1 film · 1 master version
  • Concept films of 30–90 seconds; motion work confirmed per project
  • 1 primary language · 1 primary aspect ratio
  • AI image / video generation, existing-footage editing, motion graphics and basic colour correction
  • Music within commercially licensed stock libraries / royalty-free catalogues
  • Basic sound effects
  • AI voice / synthetic narration
  • Basic audio mix

Assessed separately

  • Multiple films
  • Over 90 seconds
  • Extensive bespoke AI / motion shots
  • Additional language versions
  • Complex character animation
  • Large-scale 3D
  • High-complexity AI generation
  • Extensive manual frame correction
  • Multiple platform and aspect-ratio versions
  • Large volumes of social cut-downs
  • Bespoke music composition
  • Specified licensed music
  • Professional voice talent
  • Professional recording studio
  • Complex sound design
  • Live-action shoots

Capability boundaryXinming Design provides brand concept films and lightweight motion content. Our role centres on brand narrative, script, visual direction, AI-generated imagery, motion design, editing and brand consistency. The standard scope does not include large-scale live-action production, actors, locations, large lighting crews, cinema-grade VFX, heavy CG, bespoke music composition, professional voice talent, or TVC / commercial film production.

If live-action footage is genuinely requiredXinming Design can provide brand strategy, creative concept, script, storyboard, art direction and brand visual supervision. Live-action production is executed by the client's appointed production team or by an external specialist production company. Third-party production cost is excluded from Xinming Design's standard service fee.

Division of work with Brand IPA simple IP motion loop of roughly 10 seconds or less is priced under the IP Extension Catalogue (IP-12). Films involving a complete narrative or character animation are assessed under this service.

Discuss This Service Brand judgment, visual consistency and communication efficiency come first — not cinema-grade production complexity.

08

Long-term Brand Governance

Once brand assets exist, the real challenge is keeping judgment consistent over time. The Annual Brand Advisor is not a single-stage build. It is the long-term judgment, review, governance and accompaniment that follows once the assets are in place — which is why it closes the service system.

14Long-term Governance

Annual Brand Advisor

Ongoing judgment, review & governance

ANNUAL RETAINER · STARTING FROM

From¥180,000/ year

Provides ongoing brand judgment, review and governance for organisations that have entered a long-term growth phase. The Annual Brand Advisor is not a monthly design retainer. It is an ongoing mechanism for brand judgment, review and governance.

Monthly consulting

12 sessions

Quarterly audits

4 audits

Priority items

3–4 per month

Timeline

12-month engagement

Service relationshipFor companies with established brand assets · Strategic review and governance, not design execution

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Service rhythm

  • 12 monthly brand consulting sessions
  • 4 quarterly brand audits
  • Up to 3–4 priority brand items reviewed with strategic guidance each month

Priority items include key pages, core proposals, significant design work, and the assessment of new business and supplier proposals. Major specialized projects are assessed separately.

What is covered

  • Brand strategy assessment
  • Brand OS maintenance
  • Visual Identity / Visual OS review
  • Review of significant brand projects
  • Website / GEO optimisation recommendations
  • Brand knowledge base recommendations
  • AI source recommendations
  • Judgment on content direction
  • Sales material review
  • Brand assessment for new products
  • Brand assessment for new business
  • Supplier design review
  • AI output consistency review
  • Annual brand review

Standard Annual ScopeWhat the ¥180,000 / year starting price covers

  • 12 monthly brand consulting sessions
  • 4 quarterly brand audits
  • Up to 3–4 priority brand items reviewed with strategic guidance each month
  • 1 annual brand review

Assessed separately

  • Major specialized projects
  • Projects requiring design execution
  • Ongoing governance across multiple brands or a group

Service boundaryThe Annual Brand Advisor provides strategic assessment, review and governance, with service volume set by the standard annual scope above. It is not a monthly design retainer. It does not include logo redesign, a full visual identity programme, website development, packaging, Brand IP, video or extensive collateral design by default. Projects requiring design execution are assessed under the relevant service or as specialized work.

Discuss This Service

09

Specialized Services

Beyond the core service system, these are dedicated projects for specific strategy, visual execution and complex application scenarios. Because they differ widely in research depth, design scale, application volume and implementation conditions, each type is set out separately. Brand IP & Mascot System and Brand Film & Motion are now core services (12 and 13) and are not priced again here.

Specialized Strategy

Assessed per project

  • Brand Naming

Naming is strategic work and is not priced as visual execution collateral. Fees are assessed against the number of brands and the naming scope. Preliminary trademark availability searches and strategic coordination can be included in the project; formal trademark searches, registration opinions and legal judgment are provided by appropriately qualified professional firms. A strategic assessment of an existing name is normally included within Brand Strategy.

Standard Visual Execution

From¥10,000

  • PPT / Sales Deck
  • Company Profile
  • Social Media
  • Digital Collateral
  • Brand Gift

Where brand visual standards already exist, this work can usually be executed directly within those rules. If the items above are already inside the current project as contracted standard applications under Basic Visual Identity or the Standard Visual Identity System, they are not billed twice. The prices here apply to standalone commissions, work beyond the package's standard application count, new execution after a project closes, and projects whose page count, quantity, content volume or design depth materially exceeds the package's standard scope.

Specialized Visual Projects

From¥20,000 · Assessed per project

  • Packaging Design
  • Exhibition Visuals
  • Internal Brand Culture

These projects involve structure, materials or environments, and therefore require a materially different scope from a single flat-design deliverable.

Complex Specialized Systems

Assessed per project

  • Wayfinding
  • Environmental Branding

Projects like these are systems in their own right, involving materials and processes, spatial conditions and extensive scenario development. A single starting price does not apply; fees are assessed individually against system scale and implementation scope.

10

About Pricing

How to Read the Prices

The prices on this page help companies understand the approximate level of investment at each stage of brand building. For services with a standard price we keep things as transparent as possible, so the figure can be used directly in internal budget discussions. Every standard price corresponds to the standard scope listed under that service; anything beyond it is quoted separately.

How Final Quotes Are Determined

Services marked as starting prices, and all specialized services, are confirmed further against the following factors:

  • Company size
  • Brand complexity
  • Project scope
  • Number of applications
  • Content volume
  • Multilingual requirements
  • System complexity
  • Project timeline

How Services Can Be Combined

  • Logo Design, Basic Visual Identity and the Standard Visual Identity System are three levels of depth — choose the one you need
  • Basic Visual Identity already includes the core Logo Design scope, and the Standard Visual Identity System already includes Basic Visual Identity
  • The three are nested; there is no need to buy them in sequence
  • Brand OS and visual identity are different dimensions — combinable, but not an upgrade path
  • Brand IP & Mascot System and Brand Film & Motion sit in the Content & Experience layer — best built on a visual identity foundation, and can be commissioned independently
  • GEO, the Knowledge Base, AI Workflow, AI Source Diagnosis and Monitoring are combinable modules with no fixed purchase order
  • The Annual Brand Advisor is the long-term governance mechanism once assets are in place — not a monthly design retainer

Reusing Existing Brand Assets

Strategy, logo, visual standards or knowledge assets already completed and assessed as still usable are not rebuilt. The project quotation is reset according to the additional scope of work.

Revisions and Scope Changes

Standard services include consolidated feedback and necessary refinement on the confirmed direction. Once a project moves into its next stage, any material change to a confirmed strategic direction, design direction, content scope or functional scope means the additional work is reassessed against the actual scope.

Project Timelines

The timeline stated for each service assumes material is fully prepared and feedback returns on the agreed schedule; a material change in scope means the timeline is reassessed.

Third-party Costs

Typeface licences, stock image licences, printing and production, servers and domains, third-party platform fees and — for film projects — third-party production, bespoke music composition, specified licensed music, professional voice talent and recording studio costs are not included in the design fee; these are borne by the client as incurred or set out separately.

Start a Conversation

Start with the Problem That Matters Most

If it is not yet clear which service to start with, Brand Diagnosis is the place to begin. Its conclusions state plainly which problems deserve priority now and what can be left for later. Where the problem is already clear, the relevant service can begin directly.

AREA

Mainland China · Singapore · Asia · Global Markets