A lot of people mistake brand for a logo or colors. But that's just part of the visual identity. Brand is actually your reputation. It's an impression that lives in the mind of your audience. It's what people feel and say about your company. You can't fully control it, but you can actively shape your brand through consistent strategy, design, and messaging.

Brand strategy is the foundation. It defines your story, your audience, your market, and should guide everything your business does. It's impossible to build a strong brand without consistency, and it's impossible to be consistent without strategy.

Brand identity is how you express that foundation through visuals and messaging. It’s everything that makes your brand recognizable at a glance, like your logo, colors, typography, and copywriting. If strategy is the “why,” identity is the “how."

The return on investment in branding doesn’t fit neatly into a spreadsheet the way short-term marketing or sales metrics do. This makes it easy to overlook the value of brand strategy and identity, even though they are some of the strongest drivers of long-term business success. Well-defined branding can justify higher prices, increase customer loyalty, and shorten sales cycles.

To calculate ROI, start by setting clear goals and tracking progress over time. For example, a software company that wants to reduce customer churn can update their brand messaging and visual identity to feel more reliable and approachable. By measuring retention rates before and after the launch of their new identity, they can see how improved branding strengthens loyalty and shortens sales cycles, creating a measurable return on their investment. We buy products based on brand perception rather than features, which is why the world’s most valuable companies, like Apple, Nike, and Coca-Cola, invest millions in their branding. Although on a smaller scale, the same rules apply to your business.

Timelines and budgets depend entirely on the stage your business is at. The range is from a $100 over-the-weekend startup logo to a $1,000,000 year-long rebrand process for a global company. The timeline, budget, and your choice of a designer will depend on where your business is in that range currently.

Based on the data, most mid-size companies looking for brand strategy and brand identity design can expect a timeline of at least 2 months and investments starting from around $8,000 - but both timeline and budget, of course, depend on the scope of the project.

Branding has two distinct parts: brand strategy and brand identity. Most companies will go through both processes in sequence. Here are the usual steps for both processes:

Brand strategy:
- Discovery and Research helps the designer understand the business.
- Positioning defines unique values and market.
- Purpose, Values, and Mission establish the guiding principles.
- Brand Architecture organizes sub-brands and services.
- Messaging defines storytelling and tone of voice.


Brand identity:
- Moodboards explore the visual direction and feel of your brand.
- Logo Design gives your brand a memorable logo.
- Color Palette & Typography create consistency and personality.
- Brand Identity Guidelines define how everything should work together.

First, you should choose if you want to work with an agency or a solo designer. If you have complex brand challenges and can afford a higher budget, an agency with a diverse team is a good choice.

If you want a more flexible and personalized approach, it's best to work with a solo designer who can adapt to your unique needs. The best way to see if you're a good fit is to simply meet them, or jump on an intro call with the designer.

An effective website isn’t measured by how pretty it looks, but by how well it moves people to act. If visitors aren't converting (doing the main thing you want them to do), you should probably go back to the drawing board and consider redesigning the website. If visitors are already converting, you can always optimize further and improve. The best way to do that is to add analytics and A/B tests so you can redesign based on real data instead of guessing.

High conversion is the combined result of trust in your brand, convincing messaging, and a good user experience. On-brand visuals are a must-have if you want visitors to recognize and trust your website, as conversion rarely happens on the first visit. Strong copywriting with a clear value proposition helps your audience understand the problem and your unique solution. Logical user flows and calls-to-action help guide your visitors to your preferred action. If you sell a good solution to an audience with a painful problem, combining all three on a fast and responsive site is proven to convert.

Templates are a quick and easy way to launch a website, making them perfect for startups or projects that need to launch quickly. But if your business is already profitable, a website custom-designed for your offer will without a doubt convert better. A custom website takes longer to develop, but it gives you full control over brand visuals, user experience, analytics, and conversion optimization, making it an essential piece of your business.

The right platform is the one you'll actually maintain over time because a simple, up-to-date website beats a complex, outdated site. The choice of platform depends on your website’s features: WordPress for CMS, Astro for fast optimized sites, Shopify for e-commerce, and Webflow for no-code. When deciding, always add the cost of development, cost of hosting, and cost of maintenance.

I help medium-sized businesses transform their brand strategy, brand identity, and websites.

I bring a proven and fun process that engages you, adapted to your unique needs. I work closely with your team to understand your business, audience, and goals - then turn them into a brand that stands out and a website that converts. I've done it before, and I'll do it again.

In my humble opinion, what sets me apart from other designers is a human approach with generalist expertise. My background in a wide variety of design disciplines allows me to always look at the bigger picture, dive deep to understand your unique challenges, and relentlessly work on solving them in creative ways. I had the luxury of seeing and understanding the client-side perspective and business-side thinking. That means whatever your challenge is, I probably already tackled it before, or know someone who did.

I work best with medium-sized businesses that offer real value to our world, and care about how people see them. That could be a startup finding its voice, or an established company looking to clarify its messaging.

I also enjoy working with people who are human first and employee second - collaborative, curious, and honest. If you value open communication and are ready to give your own input, you and I will likely be a good fit.

Over the past decade, I've delivered real business results for over 50 clients.

The work I'm most proud of in Europe are rebrands for established businesses. Two great examples are TEDxLjubljana, a stage for world-changing ideas, and Conventa, the B2B hub driven by sustainability. I also enjoyed our collaboration with the Slovenian Marketing Association (DMS) that spanned multiple years, and rebranding of their Fanfara conference that educates young people.

Globally, I've mostly worked with startups in tech, helping them bring their brand and websites to life. Some of the outliers include Holoride, Polkastarter, Gamestar+, Ethernity, Nexera Network, Poolz Finance, and more. Most of them are still pioneering the decentralized finance and privacy space, years after our partnerships.

The answer is, as usual - it depends. The timeline and budget are flexible, because I always adapt my proven process to give you everything you need, and nothing you don't.

That being said, I know it helps to have at least some ballpark figures before reaching out. Brand Strategy projects usually start at $1800 and take around 3 weeks. Brand Identity starts at $1200 and also takes about 3 weeks. Websites begin at $1500 and typically take 5 weeks. To get exact numbers tailored to your business, the best next step is a quick 15-minute call where we can go over your goals and figure out what makes the most sense.

In short, I like to keep things simple and make the whole process enjoyable as I guide your team through it. That means clear and transparent steps. No unnecessary back and forth, no jargon, no time-wasting calls.

On the commitment-free 15-minute intro call, you explain your challenges and goals, and I explain how I can help. If something doesn’t make sense, I’ll tell you. If I can’t help, I’ll point you to someone who can. If we both think we're a good fit, I prepare a PDF proposal with clear fixed price, exact timeline and steps. When you're happy, you approve it to kick off the proven process.

I begin each project with a discovery workshop, where your stakeholders are engaged to help me learn all I need to know about your business. We then develop your strategy, identity, or website, step by step. Your input is taken at key moments, so your vision is reflected in the final result without overwhelming you. I also always like to support my clients during the launch and beyond, ensuring a smooth transition.

I've been in the creative space for as long as I can remember. It started with drawing as a kid. Dinosaurs at first, video games and websites later. I went to a multimedia high school, then graduated from the Institute of Multimedia and after that B.Sc of Graphic Design at the University of Ljubljana.

Education gave me just the foundation: the principles of design and the technical skills. But the real-world work I've been doing since 2015 gave me the ability to apply those skills to actual challenges and solve business problems. This experience gives me the confidence to approach each project with both creative insight and practical understanding needed to tackle complex brand challenges.

Congrats, you've already started! Going through the resources and answers on this page shows you care about your brand and want to make it better.

The next step is a friendly, commitment-free 15-minute call where you can share your challenges and goals. I'll give you actionable advice for your brand and website, and answer any questions you have. If you then want to work with me and we're a good fit, I'll prepare a clear proposal with fixed price and timeline the next day. Worst-case scenario, you get some free advice and a few new ideas to consider.