Brand strategy
Clarify positioning, territory, audience and brand principles. Make the brand clear before making it visible.
Initial®
Brand design studio
A creative team that grows with you
A creative team that grows with you
Initial works alongside your team, for a single project or over the long run, to design, roll out and evolve your brand.
Four pillars to take a brand from intention to system: strategy, identity, digital and campaigns.
Visual identity
Logo, typography, color, grids, iconography and image principles brought together in a recognizable, consistent system.
Digital experience
UX/UI direction, websites, landing pages, design systems and prototypes. From identity to a digital presence that stays the same brand.
Campaigns & content
Campaign concepts, key visuals, social templates, motion direction and toolkits that keep the brand alive well beyond launch.
Projects
International experience
Initial works with brands, startups and creative teams in culture, sport, technology and entertainment around the world.
//2026
Salomon
An experimental project between 3D and typography, driven by an interactive tool.
//2026
HOB
Identity and motion system for a marketing agency based in Dubai.
//2026
Trace
Brand identity for a sports sensor company.
//2025
GUD
A pixel-based visual identity for a blockchain platform built for video games.
//2025
X Games
A rebrand of the iconic action sports brand, built for digital.
The studio
Projects delivered for clients and partners in Europe, the United States and the Middle East.
100M+
Impressions generated by our work.
7
Years of experience.
50+
Brands supported in building their identities.
Expertise
Beyond identity
We can lead a project end to end or put together a focused team of designers, motion artists and developers.
Positioning, brand platform and storytelling to lay clear foundations before designing.
Think the brand through before designing it.
Brand strategy
Visual identity, graphic systems and key visuals that give the brand a recognizable language.
A consistent visual language across every touchpoint.
Identity & art direction
Print and digital adaptations, campaigns, publications and content delivered ready to publish.
Flawless deliverables, on time.
Graphic production
Smart templates, design systems and automated workflows to produce faster without compromising quality.
Scale creative production without standardizing it.
Automation & design systems
Markets
Journal
Notes on brand and design
Practical thinking on positioning, visual systems and how a brand rolls out across its touchpoints.
New technologies and brand image
Why good branding matters
Why good branding matters
29 Apr. 2026
2 minutes
If your website, social channels and presentations feel like they come from three different companies, the problem is rarely aesthetic.
How to use AI in your brand identity
How to use AI in your brand identity
29 Apr. 2026
2 minutes
The challenge is no longer drawing a beautiful symbol. It’s building a set of rules that can produce hundreds of consistent assets.
All articles in one place.
View the journalFAQ
Frequently asked questions
How Initial works, what the studio delivers and how to start a project. Have a question that’s not here?
Tell us about your projectInitial is an independent creative brand design studio, founded by Noé Garsoux and based in Liège, Belgium. The studio designs identities, visual systems, digital experiences and campaigns.
Founders and leadership teams at startups and scale-ups, marketing teams at sport, culture, entertainment and tech brands, and agencies looking for a partner in branding, digital design, motion or creative technology.
One studio. You work directly with the founder, and the team is assembled around the project’s needs, with no layers of account management.
No. A logo is just one element. The studio builds complete brand systems that work from the logo to the website, campaigns, social and presentations.
From Belgium, with projects delivered for clients and partners across Europe, the United States and the Middle East. We work in French and English.
Culture, sport, technology, entertainment and startups. The studio has contributed to projects for X Games, G2 Esports and Abu Dhabi Gaming, among more than 50 brands we’ve worked with.
With meaning and positioning. Before designing anything, we clarify what the brand stands for, who it speaks to and where it needs to be recognized.
A set of documented decisions — typography, colors, grids, iconography, imagery principles, usage rules — that makes it possible to produce new assets without losing consistency.
Depending on scope: brand platform, logo and visual system, guidelines, Framer website and design system, campaign concepts, key visuals, social templates, motion direction, pitch decks.
As a process tool: automation, creative coding and rapid prototyping when it genuinely improves quality or speed. It’s never what the brand is about.
In short cycles, with regular check-ins and decisions made along the way. You work directly with the creative director, not a go-between.
Yes. Many projects are about bringing consistency and distinctiveness to a brand that already exists but whose assets seem to belong to different brands.
A brand project with a defined scope, an ongoing partnership as recurring creative capacity, a focused team assembled around the project, and white-label collaboration with agencies.
Noé Garsoux leads projects directly and, when needed, brings together the right designers, motion artists and developers for the job.
You get ongoing creative capacity: a continuous flow of design requests, priorities set together and a meeting cadence matched to your plan.
Yes, when positioning and confidentiality allow. The studio can step in on branding, digital design, motion or creative technology.
Source files and usage rights are transferred at the end of the project, under the terms agreed at the start of the engagement.
Yes. A one-off project with a clear goal, scope, timeline and deliverables is often the best place to start.
Recurring plans are designed as a flexible alternative to hiring an in-house creative team. For a brand project, the budget depends on scope and timeline.
On an ongoing partnership, average turnaround is 48 to 72 h for standard requests, and 24 to 48 h on the most integrated plan. A full brand project is planned over several weeks.
Yes. Recurring plans are monthly and can be scaled up or down based on actual workload.
On the Essential plan, one active task at a time. The Growth Partner and Brand Partner plans offer higher priority and availability.
No. Commitment is discussed at the start, but the value of an ongoing partnership usually shows after a few months of working on the same system.
Tell us what you’re launching, repositioning or evolving. We’ll come back with the recommended scope, timeline and next steps.