02
—
Branding & Visual Identity
Branding & Visual Identity
for a brand people recognise, even when everything looks the same.
Logo, visual identity, brand guidelines and every asset that carries your brand, digital and physical. And we don't stop at the design file: we manage production all the way to delivery.
The reality
With AI, everyone has a decent logo, website and visuals. And everyone looks the same.
Same templates, same fonts, same visual hierarchy: generated sites are recognisable at first glance. In this landscape, a strong identity is no longer a veneer, it's a competitive advantage — for your customers as well as for AI, which remembers the brands it can identify.
We design identities built to be used: consistent across your website, your proposals, your trade-show stand and the van parked outside your client's office.
For who
Starting from scratch
Your identity feels outdated
Inconsistent across touchpoints
Strategy done, design needed
Situation 1
Starting from scratch
We build the identity your new brand deserves.
New company, new product, no visual existence yet. We create the full identity — naming, logo, system, guidelines — ready to launch and built to scale with you.
Situation 2
Your identity feels outdated
We refresh the brand without losing what people recognise.
The company has evolved, the identity hasn't. We modernise your visual language while protecting the equity you've built — so customers see progress, not a stranger.
Situation 3
Inconsistent across touchpoints
We bring every touchpoint back to one brand.
The website says one thing, the brochures another, the trade show stand a third. We build the system and the templates that align everything — digital and physical — and make consistency the default, not a daily battle.
Situation 4
Strategy done, design needed
We translate your positioning into a visual language.
The positioning is defined, the value proposal is clear — now it needs a face. We turn strategic decisions into an identity that expresses them at every touchpoint.
What we deliver
A complete identity, delivered as working assets — not just a style guide nobody opens.
Logo & Brand Mark
We design the mark that identifies you — with the variations, formats and rules needed to work everywhere, from a favicon to a building sign.
Visual Identity System
Colour palette, typography, iconography, imagery style and graphic language. A coherent system, not a collection of isolated design decisions.
Brand Guidelines
Clear, practical guidelines your team and partners can actually follow — covering digital, print and physical applications. What to do, what not to do, and ready-to-use assets for both.
Website & Digital Design
Website, social media kits, email templates and digital campaigns. Designed for recognition and conversion, not just aesthetics.
Print, Sales & Office Collateral
Proposals, PowerPoint templates, brochures, leaflets, business cards, notepads and stationery. Everything your team hands over or presents stays on-brand without effort.
Spaces, Events & Fleet Branding
Trade show stands, client reception areas, signage, vehicle branding and workwear. Your brand shows up in the physical world too — we design for it.
Our approach
01
Immersion & brand brief
Your positioning, your market, your competitors and your existing equity. We design from strategy, never from a blank page.
02
Creative directions
Two to three distinct directions, each argued against your positioning. You choose based on reasons, not just taste.
03
Design & refinement
We develop the chosen direction into a full system — logo, colours, typography, digital and print applications — refined with your feedback.
04
Guidelines, rollout & production
Brand guidelines, working templates, asset libraries — and when material needs to be produced, we handle pre-press and production management until delivery.
The four steps above are our full engagement. But every project is different: depending on what you already have and how much time you have, we do everything, only part of it, or a short, intensive piece of work.
For big projects: launching a business, changing your positioning, entering a new market. We're with you from start to finish.
You've already done part of the work: studies, figures, clear ideas? We don't redo what exists, we pick up from there. Shorter, and less expensive.
A decision to make fast, an idea to test? In a few days of workshops with your teams, we decide and move forward. Shorter, more direct, and often more surprising.
Engagement formats
Same expertise, three ways of working. You choose based on your teams and your budget.
You don't have the team or the time: we deliver the work end to end, on a fixed scope and price.
Your teams produce; we frame, challenge and review at every key step.
Trainings and workshops on your own cases, so the skills stay with you.
IN THE SPOTLIGHT
AI produces decent starting points that nobody reworks. We start from your positioning, not from a trend, and we test every identity where it will actually live — on screen, in print, on a trade-show stand or on a van. Then we manage production until the material is in your hands.
Let's talk about it✓
Built on strategy
Every design decision traces back to your positioning and your market — not to what's trending on Behance.
✓
On screen and in print
Designed to perform on web and to hold up in print, large format and signage — not one at the expense of the other.
✓
Templates, not just rules
Proposals, decks and social kits your team can use from day one. Consistency becomes the path of least resistance.
✓
Production & pre-press included
Print-ready files, paper and finish selection, supplier briefing and quality control. We follow the material until it's delivered.
Selected cases
Nostalgie Belgium
Nostalgie: bringing the past into the present
Nostalgie leads on the 35–64s but faced a disrupted, streaming-first world. We defined the digital strategy to modernise the Nostalgie experience, then gave it a visual identity and a website to match — memories of the past, meeting the energy of the present.
Read the full case →
Aellia: naming the invisible
When several companies became one, a technical leader in emission monitoring needed more than a merged org chart — it needed a name and a brand equal to its ambition. We renamed The Sniffers as Aellia, and built the identity behind it.
Read the case →
Lesaffre: making yeast impossible to ignore
Lesaffre makes one loaf of bread in three on earth — and almost no one can picture what it does. We built the strategy, brand architecture and visual platform to turn a near-invisible ingredient into a brand with presence.
Read the case →Nostalgie: bringing the past into the present
Nostalgie leads on the 35–64s but faced a disrupted, streaming-first world. We defined the digital strategy to modernise the Nostalgie experience, then gave it a visual identity and a website to match — memories of the past, meeting the energy of the present.
Read the case →
Exempla: visual identity & website UX/UI
We rebuilt Exempla's brand and applied it to what carries their image most — their website and the proposals they pitch to win event mandates.
Read the case →“
Speed of light understanding of our business — a no-nonsense, straight to point approach. The full executive committee, including shareholders, were impressed.
The team
25 years of digital and marketing each, in large groups as well as startups. And a network of specialists we bring in when your project needs it.
More about us →
Former Digital Director at Orange Belgium and Head of e-Business at Brussels Airlines.
Former Strategy & UX Director at Emakina, founder of Epicurien.be.
Go further
Belly & Brain is a branding and visual identity agency based in Brussels. It designs logos, identity systems and brand guidelines for startups, SMEs and large groups across Belgium — Brussels, Wallonia and Flanders — and internationally, always starting from the brand's positioning.
The logo is a sign. The visual identity is the full system around it: typefaces, colours, layout rules, imagery and application examples. That system is what makes a brand recognisable on a website, a sales proposal or a trade-show stand.
Brand guidelines explain how to use the brand: logo versions, clear space, palette, typefaces, grids and concrete examples. Belly & Brain designs them so your teams and suppliers actually apply them, rather than leaving them in a PDF.
Yes. Belly & Brain handles prepress and manages production through to delivery: print, sales materials, trade-show stands, customer spaces, vehicle livery and workwear.
Belly & Brain works at a fixed price: scope and budget are agreed before we start, after a free 30-minute first conversation. The budget mostly depends on how many applications are needed and on what already exists.
Ideally, yes: an identity expresses a positioning. If your positioning is already defined, Belly & Brain starts from your existing strategy. If not, it can define it first with its Strategy & positioning service.
Ready when you are
30 minutes. No pitch deck. Just an honest conversation about where you are and where you want to go.
A project in mind? Let’s talk.
Belly for instinct, Brain for evidence. A digital & marketing consultancy for startups, SMEs and large groups, in Belgium and abroad.
Follow us on LinkedIn