A brand identity is more than a name and a logo. An effective brand identity identifies what’s special about an organisation and creates a ‘story’ to engage and inspire audiences. Positioning, a generative idea and creative strategy lie at the heart of this story and all three, as part of the brand identity strategy, direct every component and expression of the brand. Each of our disciplines aims to create, establish, embed, reflect and express a brand identity that not only differentiates and integrates an organisation, but also one that engages with and demonstrates to its audiences. Our work illustrates how an effective brand identity has to work on many different levels.