From €500 logos to €5K+ Strategic Brand Identities.

The Strategic Brand Design Course teaches a complete six-phase system that turns you into a Strategic Brand Designer.

Your Teacher

Hi, I’m Jen - Strategic Brand Designer and founder of Typefool.

For over 16 years, I’ve worked on brand identity projects ranging from early-stage startups to assignments exceeding €40K in scope.

My experience isn’t built on theory, trends or recycled frameworks. It’s built on real projects, real friction and real refinement.

Over time, one thing became clear:

It was rarely the logo that caused problems.

It was the sequence.

That insight became the foundation of the Strategic Brand Design Course.

The Real Problem

Most designers don’t struggle with creativity.

They struggle with structure.

You might recognise the pattern.

Your logos look good, but don’t feel deeply strategic. Discovery calls feel loose. Presentations feel tense. Feedback becomes subjective. You find yourself reacting instead of guiding, hoping the client likes it rather than knowing they will.

When the process feels unclear, pricing feels uncomfortable.

So you stay at €500.

Not because of talent.

But because of positioning.

Why Most Designers Stay Stuck

Branding doesn’t happen in one step. It happens in layers.

Clarity. Strategy. Translation. Design. System. Delivery.

Each layer builds on the previous one. Remove one, and the entire structure weakens.

Most designers skip layers. They move from conversation straight into Illustrator, assuming alignment instead of establishing it. And when interpretation isn’t aligned, friction appears at presentation.

You hear:

“This isn’t what we had in mind.”

Not because the design is bad.

Because alignment never happened.

Without structure, branding becomes taste — subjective, fragile and reactive.

With structure, branding becomes authority, intentional, confident and defensible.

The Shift

This course doesn’t teach you how to “make better logos.”

It teaches you how to lead.

The shift is simple, but significant:

you move from Logo Designer to Strategic Brand Designer.

And that changes everything.

Your confidence in client conversations.

Your ability to guide instead of react.

Your perceived authority.

Your pricing.

The level of projects you attract.

Because clients don’t pay more for aesthetics alone.

They pay more for clarity.

For structure.

For leadership.

The Six-Phase System

Inside the Strategic Brand Design Course, you’ll master a structured six-phase framework designed to guide branding projects from first contact to final delivery.

Each phase builds on the previous one. Nothing is improvised.

Introduction: Filter the right clients and set expectations early.

Discovery: Uncover real clarity, not surface-level preferences.

Strategy: Define positioning and foundations that drive every decision.

Creative Direction: Align visual territory before design begins.

Design: Build distinctive, scalable identity systems rooted in strategy.

Delivery: Present confidently and deliver guidelines clients can use.

Nothing random. Nothing rushed.

What You'll Master

By the end of the Strategic Brand Design Course, you’ll be able to lead branding projects with clarity and control.

You’ll run discovery calls with confidence. Build documented brand strategy that clients understand and approve.
Align visual direction before opening Illustrator.
You’ll design logos rooted in positioning rather than assumption.
Present your work calmly and professionally. Deliver brand guidelines and assets in a way that clients can actually implement.
Most importantly, you’ll be able to explain your process clearly, and price your projects from authority instead of insecurity.

This is not a logo course. It’s a structured system for running real brand identity projects.

Included: The Complete Template System

You don’t just learn the framework.

You receive the full system behind it.

Included are all 15 professional templates from the Ultimate Brand Identity Design Bundle: the Brand Discovery Brief, Proposal (Extended and One Page), Invoice, Strategy Presentation, Stylescape Template, Design Services Contract, Visual Direction Blueprint, Creative Direction Deck, Brand Identity Presentation, 145-page Brand Guidelines, Logo Usage Guide, Stylesheet, File Format Sheet and Portfolio Template.

These are the exact documents used throughout the course.

Value: €198+

No rebuilding.

No starting from scratch.

You implement immediately.

Bonuses

Bonus Module: Client & Business How to position, scope and handle client relationships.

Bonus Module: Deep Dives & Expert Tools

Bonus Course: Design Timeless Logos Using Grids (€29 value)

What people are saying

This is an absolute game changer to my designing process.

— Anjali Ganesh

Jen is an absolute master and through-and-through professional. Every piece I’ve seen is on point.

— Felix Kuchar

You absolutely deserve the amount you ask for in exchange for the time we save.

— Fernando del Castillo Stinga

Who This Is For

The Strategic Brand Design Course is for designers who already work with clients, and know they’re capable of more.

You’re tired of improvising.

You want structure behind your creativity.

You want to lead projects with clarity instead of reacting to feedback.

You’re ready to charge €5K+ with confidence, not because you redesigned your portfolio, but because your process supports it.

And you want to be known for brand identity, not just for making logos.

What's Inside

1

Module 0 – Course Opener
- Course Opener
- Lesson 1 – Your Project Timeline Overview Free Preview
2

Module 1 – Introduction
- Lesson 2 – First Contact & Fit Check
- Lesson 3 – The Introduction Call
- Lesson 4 – Writing Proposals
- Lesson 5 – Contract, First Invoice & Kick-off Planning
- Lesson 6 – Managing Clients During the Process
- Lesson 7 – Setting Expectations & Boundaries Early
- Lesson 8 – Syncly Case - Introduction
3

Module 2 – Discovery
- Lesson 9 – What Discovery Really Is
- Lesson 10 – Brand Discovery Brief Deep Dive
- Lesson 11 – Running the Live Discovery Session
- Lesson 12 – Reformulating Answers & Getting Client Approval
- Lesson 13 – From Discovery to Strategy
- Lesson 14 – Syncly Case - Discovery
4

Module 3 – Strategy
- Lesson 15 – What Strategy Means In Your Process
- Lesson 16 – Translating the Discovery Brief into Strategic Insights
- Lesson 17 – Brand Strategy Structure (Presentation Template)
- Lesson 18 – Research Competitors Markets Context
- Lesson 19 – Brand Archetypes (Optional Strategic Lens)
- Lesson 20 – Building Brand Keywords To Own (combined system)
- Lesson 21 – Tone of Voice Basics for Designers
- Lesson 22 – Finalizing & Presenting the Brand Strategy
- Lesson 23 – Securing Approval Before Moving On
- Lesson 24 – Syncly Case - Strategy
5

Module 4 – Creative Direction
- Lesson 25 – What Creative Direction Is (and isn’t)
- Lesson 26 – Working With Brand Keywords To Own
- Lesson 27 – Mindmapping & Icon Research
- Lesson 28 – Industry, Established Business & Visual Research
- Lesson 29 – Building Stylescapes (Template walkthrough)
- Lesson 30 – Writing Your Visual Direction Blueprint™
- Lesson 31 – Presenting Creative Direction to the Client
- Lesson 32 – Syncly Case - Creative Direction
6

Module 5 — Design
- Lesson 33 – From Creative Direction to Logo Concepts
- Lesson 34 – Logo Design Styles & Techniques
- Lesson 35 – Sketching from Keywords (Your process)
- Lesson 36 – Translating sketches into digital concepts
- Lesson 37 – Why You Present 3 Logo Routes
- Lesson 38 – Brand Identity Presentation Structure
- Lesson 39 – Presenting Logo Concepts & Identity
- Lesson 40 – Handling Feedback & Choosing a Direction
- Lesson 41 – Expanding the Chosen Identity
- Lesson 42 – Syncly Case - Design
7

Module 6 — Delivery
- Lesson 43 – What the Delivery Phase Includes
- Lesson 44 – Brand Guidelines Template (full walkthrough)
- Lesson 45 – Stylesheet Template & When to Use It
- Lesson 46 – Logo & Assets Package (folder structure & export rules)
- Lesson 47 - The Final Handover & Communication
- Lesson 48 – Syncly Case- Delivery
- Lesson 49 — Final Words - Make This Process Your Own
8

Module 7 – Business & Clients (Bonus Module)
- Lesson 50 – Becoming a Strategic Brand Designer
- Lesson 51 – Pricing Your Brand Identity Design Work
- Lesson 52 – How to talk about value
- Lesson 53 – How to Get Clients
- Lesson 54 – Using the Portfolio Template
- Lesson 55 – Turning This Process Into Your Signature Offer
- Lesson 56 – Syncly Case - Case Study
9

Module 8 - Deep Dives & Expert Tools (Bonus Module)
- Lesson 57 – How to Run a Kick-off Meeting
- Lesson 58 – Competitive Benchmarking Framework
- Lesson 59 – Moodboards vs Stylescapes
- Lesson 60 – How to Organize Your Project Files
- Lesson 61 – Template Systems Overview

Pricing

Full Course Access

€740