Build an identity people can use
A new organisation's identity needs to work beyond its appearance: it should shape the website, the story customers encounter and the materials employees use. For 2X, The Frameworks built an identity from the ground up, restructuring the website around audience needs and putting CMOs at the centre of the storytelling. The work also included employee playbooks and social templates designed to scale with the business. Use that scope to frame your identity brief: specify how customers will find relevant information, whose perspective will lead the story, and which reusable materials people will need to represent the organisation consistently as it grows.