Choose a branding studio on three things: whether their process fits your problem, whether their past work shows range and thinking rather than a single style, and whether the proposal and contract are clear about scope, revisions and who owns what. Chemistry matters, but a good conversation does not replace written terms.
Start with your own homework
A studio can only respond well to a clear brief. Before approaching anyone, write down the business problem (not “we need a logo”), who the audience is, what is in scope, the timeframe and who decides. How to write a creative brief covers this. Also decide whether you need strategy, identity, or both; brand strategy vs brand identity explains the difference. Studios will quote very different things if you do not.
Selection criteria
| Criterion | What to look for | How to check |
|---|---|---|
| Relevant thinking | Can they explain why a past solution fitted its problem? | Ask for two case walk-throughs, including constraints |
| Range | Distinct outcomes for different brands | Look across the portfolio, not at one hero project |
| Process | Research, strategy, concepts, refinement, handover | Ask for the stages and what you receive at each |
| Team | Who actually does the work | Ask who will be on your project, and in what role |
| Deliverables | Files, guidelines, templates, rollout support | Ask for a list in writing |
| Communication | Clear updates, honest about trade-offs | Notice how they handle questions before you pay |
| Compatibility | Can they work with your web, print and video suppliers? | Ask what file formats and handover they provide |
Ask to speak with past clients, and treat any claim as unproven until you hear it from them. Case studies on a website are marketing; they show what the studio chose to publish.
Reviewing a proposal
A good proposal answers these questions plainly:
- Scope. What exactly will be produced? Number of concepts, applications, formats.
- Process and timeline. Stages, review points, and what the studio needs from you and by when.
- Revisions. How many rounds, what counts as a round, and what happens beyond that.
- Fees. How they are structured, what is excluded (stock, fonts, photography, printing) and how changes are priced.
- Ownership and licensing. What you own at the end, when ownership passes and what is licensed.
- Handover. Final files, guidelines, fonts, source files.
- Termination. What happens if either side stops mid-project.
Compare proposals on the same list, not on the headline fee. A lower fee that excludes fonts, guidelines or revisions may cost more. Website project agreements covers similar contract points for digital work.
Ownership is the term people miss
IP Australia’s guidance on who owns IP states that contractors generally own the IP they create unless the contract says otherwise, and lists logos and designs among the work this covers. A studio is usually a contractor. That means, unless your agreement says otherwise, the studio may own the copyright in your logo.
The same page recommends a written contract before work starts, covering who owns the IP, who can use it commercially, when any transfer of ownership happens, and whether others can modify it. It also recommends professional advice before entering agreements. Ask specifically:
- Is copyright assigned to you on payment, or only licensed?
- Does ownership cover all concepts or only the chosen one?
- Are fonts and stock elements licensed for your use, and for how long?
- Can the studio show the work in its portfolio, and are there confidentiality limits?
This is general information, not legal advice.
Also separate copyright from trade mark. business.gov.au’s overview of intellectual property explains that trade marks protect branding such as logos and brand names and must be registered with IP Australia, while copyright does not require registration. A studio can design a name or mark, but checking availability and registering it is a separate step you should plan and budget for.
Red flags
- A fixed answer before understanding your problem.
- Refusing to say who will do the work.
- No written scope, or vague “unlimited revisions” with no process.
- Ownership terms that are silent or defer everything to “later”.
- Pressure to sign quickly, or fees that change without explanation.
- Portfolio pieces that cannot be explained by the person presenting them.
- Guarantees of sales or brand outcomes. Branding supports results; it cannot promise them.
A sensible process
- Shortlist three or four studios based on work you respect.
- Send the same brief to each and ask for the same questions to be answered.
- Hold short calls; include the people who would do the work.
- Ask for references.
- Compare proposals using the list above.
- Consider a small paid first stage (for example, strategy) before committing to the full project.
- Get the agreement reviewed before signing.
Where Radiance Impact fits
Radiance Impact’s Studio produces brand films, animation and character design, and creative work across AI and traditional methods. If you are comparing options, you are welcome to send a brief through /contact and see /studio and /work for how projects are described.
Sources
- Who owns intellectual property?, IP Australia
- Intellectual property, business.gov.au
