Fractional Brand Lab
How much does
brand identity cost?
A straight answer on pricing. Identity projects start at $2,500. Fractional brand leadership starts at $4,500/month. Here’s what drives the number — and what to watch out for.
Straight numbers
No vague ranges.
Most identity pricing advice is either a shrug or a sales pitch. Here’s the honest version: what it costs, what moves the number, and how to buy it without overpaying.
The price drivers
What moves the number.
Scope
A logo file costs less than a full identity system: guidelines, templates, packaging, digital.
Strategy depth
Positioning and messaging before design is what separates a mark from a brand.
Deliverables
Every touchpoint you need designed — decks, site, social, signage — adds to the work.
Timeline
Compressed timelines cost more. The two-week audit is fixed; full identities need room to breathe.
Seniority
A senior leader’s judgment versus a junior designer’s hours. You’re paying for the thinking.
Price it as a project when. the work has a defined end: a refresh, a launch, a full identity system build.
Price it as fractional when. you need ongoing senior leadership — strategy, identity, and campaigns, month to month.
Start here
The Brand Clarity Audit
Fixed scope · Two weeksBefore any engagement, get a straight answer on where your brand stands. A fixed-scope, two-week diagnostic — what’s working, what’s leaking, and what to fix first.
- Positioning & message review
- Visual identity review
- Competitive snapshot
- Customer perception check
- Channel consistency check
- Prioritized fix list
Engagements
Ways to work together.
Fractional partnership
From $4,500/mo. Senior brand leadership across strategy, identity, and campaigns. Typically begins with three months, then continues month-to-month with 30 days’ notice.
Creative + Marketing leadership
From $6,500/mo. Full-funnel creative and marketing direction for growing teams. Month-to-month after the initial engagement, with 30 days’ notice.
Project-based work typically runs $2,500–$7,500+. Billed monthly in advance; out-of-scope work is separately approved and terms are defined in each client agreement.
FAQ
Questions, answered.
How much does brand identity design cost?
Identity projects at the Lab start at $2,500 and typically run $2,500–$7,500+, depending on scope. Fractional engagements — ongoing strategy, identity, and campaign leadership — start at $4,500/month.
Why do identity prices vary so much?
Scope, strategy depth, deliverables, timeline, and seniority. A logo file is cheap; a positioned, systemized identity your team can actually use is an investment.
What’s the cheapest way to start?
The Brand Clarity Audit: fixed scope, two weeks. You get a straight read on what’s working, what’s leaking, and what to fix first — before committing to anything bigger.
Do you charge hourly?
No. Projects are scoped and priced up front; fractional engagements are billed monthly in advance. Out-of-scope work is separately approved.
Have a brand problem that needs senior attention?
Let’s talk about where the business is going, what’s in the way, and the smartest place to start.