Price is based on scope, not page count. A logo with a few applications is a different job from a full manual plus store roll-out — several times the work.

It runs in phases: research and positioning take weeks, visual and spatial design take weeks, implementation and support take longer. Decision speed and material readiness are what really set the timeline.

Three things: a clear picture of your current business, a decision-maker who can sign off, and an acceptable budget and timeline. The more concrete the input, the more grounded the result.

Look at how they ask questions. Reliable agencies ask about store data, customers and investment models before proposing anything; those who start with style and case counts are usually selling templates.

A complete VI covers the logo, typography, color, supporting graphics, lock-up rules, plus high-frequency applications such as cards, storefront, packaging and collateral. The test is executability, not page count.