Brand & Identity

Start with meaning. Build with clarity. Express with confidence.

Before we ever open Illustrator or talk about fonts, we go deeper—into your purpose, your process, and your perspective. At Vernacular, based in Portland, Maine, our brand identity work starts with positioning—because a logo without meaning is just decoration.

We help architects, builders, designers, tradespeople, and shelter specialists articulate what makes them truly different—not just better. That foundation shapes every visual, every word, and every moment of your brand experience.

Our Belief

The best brands aren’t made—they’re uncovered. Your work is already distinct. The way you design, the way you build, the way you talk to your clients—it’s all uniquely you. Our job is to uncover that clarity and give it shape.

We don’t do “cookie-cutter.” We do intentional. Strategic. Specific to your voice, your work, and your people.

How We Build Brand Identity

Strategic Positioning & Brand Narrative

Every engagement begins with in-depth positioning workshops. We define your audience, value proposition, differentiators, and brand personality—then craft the language and frameworks to communicate them clearly and consistently.

Verbal Identity

Once your core message is clear, we help articulate it across messaging: taglines, mission statements, service language, brand tone, and internal rallying cries that align your team.

Visual Identity System

Logos, colors, typography, design language, and application styles—all rooted in strategy. We build visual systems that communicate what makes you distinct and build recognition across every touchpoint.

Collateral & Brand Applications

We don’t just deliver logos—we apply your identity across real-world tools. From proposals and signage to social and print, we craft materials that reflect your brand with polish and practicality.

Brand Guidelines & Internal Tools

We document everything in a beautiful, clear, and usable set of brand standards—so your team can keep it consistent from day one and well beyond.

What Makes This Work Different

• It’s not about trends. It’s about truth.
• It’s not about how you look. It’s about how people understand and remember you.
• It’s not about checking boxes. It’s about uncovering what only you can say and show.
• It’s not about doing more. It’s about doing it with clarity and purpose.

Who We Work With

• Architecture firms ready to define their next chapter.
• Builders and tradespeople building a reputation beyond referrals.
• Designers creating new studios or product lines.
• Shelter specialists with niche practices needing clarity, confidence, and cohesion.

What to Expect

Discovery & Positioning
Collaborative interviews and workshops that uncover how you work, who you serve, and what makes your practice meaningful.

Strategic Narrative Development
We write your brand story, define your positioning, identify your proof points, and shape your value proposition.

Visual Identity Creation
A full design system—logo, mark, typography, color, and pattern—that communicates your truth clearly and memorably.

Application Design
From pitch decks to jobsite signs, we apply your identity to the things you use every day.

Brand Guidelines & Coaching
You’ll walk away with tools and training to keep your brand consistent, powerful, and evolving with intention.

Deliverables May Include

• Brand Positioning Brief (audience, values, tone, proof)
• Value Proposition & Differentiation Framework
• Logo & Identity System (primary, secondary, marks)
• Color Palette, Typography & Visual Language
• Messaging Suite (tagline, mission, intro copy, bios)
• Brand Guidelines Document
• Templates (decks, proposals, social, print)
• Optional: Naming support, rollout plan, quarterly brand audits

Based in Portland, Maine — Built for Shelter Professionals

We’re rooted in a place where design and construction are part of everyday culture. We bring that same craft and clarity to every brand we help shape—combining strategy with substance, and voice with vision.

Your identity should do more than look good. It should express who you are, clearly and confidently—so the right people know exactly why they should work with you.

Ready to build a brand that’s unmistakably yours?