Brand Identity & Illustration

Your work is good. Your brand should look like it

In a market where most brands look like they came from the same AI Canva kit, distinctive is the only strategy that works.

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FIRST, CHECK IF YOU LIKE MY STYLE

Here’s few projects I loved

The Offline Club

MOYU

Terra Recording Studio

Scrivere Grandi Eroine

Djungle Studio

See my full portfolio

WHO IS THIS FOR

The right moment to invest in your brand

You don’t always need a brand identity the day you start, but at some point it becomes necessary. Where are you?

You’ve outgrown your current look

Your logo was a quick fix when you launched. Now you’ve grown and the mismatch is starting to cost you clients’ trust.

+ What this means

You need a brand that reflects where the business is now, not where it started.

You want to attract better clients

Your brand shapes how people perceive your value before they even read your copy.

+ What this means

A distinctive brand attracts the right people and naturally filters out the wrong ones.

You’re starting fresh and want to do it right

You’re building a business and want the strategy and the visual identity to speak the same language from day one.

+ What this means

This is the most powerful way to work together, nothing built twice, nothing disconnected.

Why this is different

Strategy is key

I start with questions, not colours. Who you’re talking to, who you’re up against, what level you’re playing at. The visual work comes after.

Personalised assets

No templates, no blending in. The internet is full of brands running the same Canva layouts, the same palettes, the same AI look. Yours gets built from scratch.

A brand is a tool, not a decoration

I design for how your brand actually gets used, and I make it easy enough to use that you and your team never depend on me.

Design and strategy are one conversation

Ten years in marketing and branding, so they’re not two separate jobs here. If we’ve done coaching work together, I already know your business inside out.

WHAT’S INCLUDED

You came for a logo, I’ll give you a brand

01 / 08

Swipe the image, or tap anything below.

Primary logo, secondary marks, icon versions, done so it works in every context.

The right palette tells the right people “this is for you” in a second, way before they’ve read anything. Get it wrong and the vibes will attract the wrong people, or none at all.

Fonts with character, plus hierarchy rules so you stop winging it and everything you make looks intentional instead of improvised.

How your brand sounds, not just how it looks. The personality, the words, the do’s and don’ts, so your captions, emails and packaging all sound like the same person.

The rules for how your brand shows up in photos and visuals: style, colour treatment, what to shoot and what to skip, so everything stays unmistakably you even when you’re the one posting.

Hand-drawn assets made only for you, no cheap AI images or generic stock that every other small business uses. People recognise your style in a blink and know you care. Some brands want a whole illustrated world, some need none, and I’ll tell you honestly which you are.

A clear reference for you, for any other designer you’ll work with, any printer, VA, or employee. Everyone will know how to use your brand the way you intended. It’s what keeps everything consistent and builds up in your client’s memory.

Mockups showing your brand in real context (like website, social, print, packaging…) so you’re never left staring at a logo wondering how to actually use it.

So what’s the actual difference?

Just a logo

Looks fine alone but falls apart the moment you need a second thing
No rules, so it drifts every time someone new touches it
Easy to mistake for everyone else using the same template
Back asking for help every time you make something new

A full brand identity

Works everywhere consistently: site, social, print, packaging and more
Stays consistent even when someone else uses it, therefore easier to delegate
Unmistakably you, and no one else
You can run with it yourself, confidently

How we get there

Discovery

A questionnaire, one call, and a scan of your competitors.

You getAn agreed direction.

Moodboard

Two visual directions to react to. You pick the one that fits.

You getThe approved look and feel.

Concepts

Two logo drafts, then a call to talk them through together.

You getOne concept to refine.

The system

Logo, colour, type and your assets, built out properly.

You getThe full identity, in preview.

Handover

Brand board, manual, and every file in every format.

You getAll of it. All rights yours.

Every phase ends with something you can see and approve.

On timing: 3-4 weeks for the Essentials, 6-8 for a full identity, start to finish.

What my clients say

★★★★★

VERY, VERY GOOD!
If you are looking for someone who creates beautiful illustrations for you, contact Chiara, she is super helpful and very talented! Not only illustrations but also posts for social media.
Super recommended!

Giulia Fantacci
Founder of Labsitters

★★★★★

I had the pleasure of using Chiara’s services a year ago, when I decided to embark on my freelance journey. She was able to capture and summarize it in a logo that is always complimented by those who see it. All with an empathetic ability that is typical of professionals, like her.

Elena Benassati
Freelancer

★★★★★

I turned to Chiara attracted by her illustrations and the effective and transparent communication of her site. For me she created the brand identity of my personalized tourist guides. In her I found a great ability to listen, which allowed her to graphically translate my professional identity with great coherence and harmony with my needs. She proved to be very professional and flexible at every step of the project. Super recommended!

Daniela Grasso
Founder of Che Viaggio Sei

★★★★★

Serious but not staid professional! Chiara took care of the brand identity of my recording studio, managing to combine the idea ofconcreteness with a lyrical and distinctive imagery. She was able to grasp the facets of my project, with care and attention.

Davide Buglisi
Founder of Terra!

Meet your designer

I’m Chiara, a brand designer and illustrator with a marketing background from 10+ years in both, a hyperactive brain, and allergic to cringe.

I believe that branding should be useful and practical, because pretty without strategy is useless. And who said it can’t be fun too!

I like to mix all my knowledge and experience to create brands that are versatile, practical and unique. If you’re happy and your clients are happy, then I’m happy too!

If you want to know more about my background, connect with me on LinkedIn.

Chiara Chimù Mulas - Why choose me tiny

Questions? Answered!

How much does a brand identity actually cost?

From €1,200 + VAT for the Essentials, from €2,500 + VAT for a full identity. The calculator above is the honest version, not a teaser.
What moves the number is scope, not hours. How many things need designing, whether there’s illustration in it, whether you need packaging or a website on top. Once we’ve agreed a scope, that’s the price. If you ask for something new halfway through, I tell you what it costs before I start it.

Do I need the whole identity, or would just a logo do?

Sometimes just a logo: If you’re testing an idea, you’re pre-revenue, or you don’t know yet who you’re selling to.
You need the system when you have a proper business ongoing, when your Instagram and your website look like two different businesses, when someone else has to make something for you and you have nothing to give them.

How much of my time does this take? Do I have to be on a lot of calls?

No. One call at the start, because I need to hear you talk about your business, and one at the drafts because it’s a crucial moment. Everything in between is asynchronous and via email.

Do I own everything when we’re done?

Yes. Full rights to the final identity transfer to you on final payment, source files included. You can edit it, extend it, hand it to another designer, or use it for the next twenty years without asking me.
The only thing I keep is the right to show the work in my portfolio. If you’d rather I didn’t, say so and I won’t.

Why not just use an AI logo generator for €30?

You can, and nowadays some smaller businesses do. But be clear about what you’re buying.
An AI generator gives you an image. It doesn’t give you a system, so the second you need something it didn’t make, you’re back where you started.

It also produces the same shapes for everybody feeding it the same words, which is a problem when the entire job of a brand is to not look like the other eleven competitors.

There’s a legal wrinkle too. In most jurisdictions copyright needs a human author, so purely machine-generated artwork can’t be copyrighted and owned.

You can usually still register a trademark, since that protects use in the market rather than authorship, but it’s worth knowing before you build a business on top of it.

This is not legal advice, if you need, contact a lawyer.

What do I actually get at the end?

Files you can hand to anybody, and rules so they use them properly.
Your logo and its variations, in vector and web formats, so it works on a business card and on a building
Colour palette with the codes for print, screen and web
Typefaces, with a note on how they’re licensed so nothing surprises you later
The visual elements that make it yours: patterns, icons, illustration, whatever your scope includes
A brand manual: what to do, what not to do, and why
You get the source files too. Not a locked PDF that keeps you dependent on me.

How long does it take?

Around 3 to 4 weeks for the Essentials and 6 to 8 weeks for a full identity, from kickoff to final files.
The honest variable is you. The projects that run longer are the ones where feedback takes two weeks to arrive, and that’s fine as long as we both know it. If you have a hard deadline, tell me at the start and I’ll tell you straight away whether it’s realistic.

What if I don’t like what you show me?

Then we fix it, and it’s not a crisis. Multiple rounds of revisions are included during the project and that’s why I have one extra call at the draft, that’s when we talk about the actual logo direction.
If we get to the end of the first stage and it’s clearly not working between us, we stop there. You’ve paid the first half, you keep what’s been done, and neither of us drags it out.

Do you use AI in your own work?

On certain parts of execution, sometimes.
On origination, never.

Nothing you receive is a machine’s idea of your brand. The strategy, the concept and the marks are mine, made by hand and defensible line by line.

Where AI saves time is on mechanical work, background cleanup, resizing, boring production… if I’ll use it, I’ll tell you.

If you’d rather no AI touched your project at any point, say so at kickoff. I’ve worked 10 years without, it’s not a crucial tool in this.

I’m not sure my positioning is solid yet. Should I sort that out first?

Depends how unsure. “I know who I help but I can’t explain it in one sentence” is okay, and I can help with that.

“I don’t know who I’m for, what I sell, or why anyone would pick me” is a different problem, and design won’t solve it. Making that pretty just makes the confusion more expensive.

If that’s you, start with the coaching side instead and come back here when there’s something solid to build on.

Get a quote

Your work is good. Your brand should look like it

Here’s few projects I loved