Brand identity and strategy

A collaborative deep dive for established businesses, tailored to your taste.

Photo of 2 bags of coffee with brand design by Design Salad

Your business is already making an impact, now you’re thinking bigger.

In my brand identity and strategy process, we collaborate over 4 – 6 weeks to come up with creative solutions, a custom strategy, design collateral and a magnetic brand identity so you can stand out in a world of same-sameness.

Who’s brand identity and strategy for?

Black line painting of an eye

Established businesses that want to transform their business into a recognised brand.

Businesses that are ready to toss trendy design like a salad and take ownership of what makes them, them.

Founders that understand a brand runs deeper than pretty logos and colours, it’s a journey through strategy, intention and psychographics.

Small to medium businesses that understand consistency and clarity is vital to their brand image, and they plan to use their Brand Book as a framework for all employees.

“My approach always begins with the lost art of hand-drawn sketches. Then, these can be digitised or used as inspiration. I find it’s the best way to create never-seen-before visual identities.”

Candice McGaw, Design Salad

Imagine if you could…

Put your brand out into the world with creativity, clarity and consistency.

Grow your visibility, increase your impact and stand out in a world of same-sameness.

See your business, offering and audience through a fresh new lens.

Making our visual world less boring.  Art meets business strategy.  Making our visual world less boring.  Art meets business strategy.  Making our visual world less boring.


Branding and logo design, tailored to you.

This is a completely custom package based on your needs.

The main prerequisite? You’re ready to dig deep and think big.

What we can do together:

Brand Strategy
Brand Identity
Web Design
Print Design
Digital Design
Art Direction
Creative Direction
Packaging Design

Custom quote provided following discovery call. Minimum $5k project fee.

Mockup of Radar Landscapes website home page by Design Salad

Candice is supportive, encouraging and even excited about the work! She has creative ability and technical expertise. Importantly she is friendly, reliable and offers support on completion of the job. Any anxiety about paying the bill disappears on seeing the extensive job plan, and it actually becomes a pleasure to support such an outstanding small business.”

Kim Miles, Artist

Questions and answers.

We already work with sub-contractors, can you collaborate with our existing team?

Yes! I’m a one-woman show for the most part, but I’m familiar with collaborating with teams and other creatives.

We also need copywriting and photography, can you help?

Yes. I regularly collaborate with talented copywriters and photographers and would love to give you a referral.

Do you offer payment plans?

Absolutely. I understand this can be a large investment (that will return in spades, I might add). A 34% deposit is required to book, then the remainder can be broken into 2 – 4 payments depending on what suits you.

How do you manage the project?

I’ll share a project workflow on Clickup so you can see each stage, the deadlines and when you need to complete feedback by. All invoices, forms and contracts can be viewed and downloaded from your Client Portal.

I’m on a limited budget, do you have a smaller option?

Yes! My brand strategy and design is perfect for established or growing businesses who are ready to step up and think bigger. If you’re a smaller business, just starting out or on a limited budget, then my Bite-Sized Branding package is the package for you.

Photo of candice sitting on the couch looking to the right