The Method

KREDO Identity Flow

A process built over 5 years with 47 B2B SMEs. Not a theoretical framework, but a tested method su trasformazioni reali: passaggi generazionali, riposizionamenti, ricostruzioni post-crisi. 5 phases. 18 months. Zero bullshit.

5 phases

Decode, Define, Design, Deploy, Develop

18 months

Average duration for a full project

47 SMEs

Since 2019 in Italy and Germany

Diagnosis → Direction

Identity → Implementation

Go‑live → Evolution

Application

Generational transitions

Profile

B2B SMEs without a CMO

Output

Direction + System

Why it exists

The KREDO Identity Flow does not come from academic theory or imported best practices. It comes from the need for a repeatable process for companies going through critical moments without adequate strategic structures.

Most Italian and German SMEs do not have a CMO, an internal marketing department, or structured brand management processes. When a generational transition, a positioning crisis, or an acquisition destabilizes identity, they need concrete answers, not generic consulting.

The method was built iteratively through 47 B2B projects since 2019. Each phase has a precise logic, measurable deliverables, and clear exit criteria.

When it applies

The KREDO Identity Flow works for companies going through structural transformations:

Generational transitions where identity is too tied to the founder
Post‑acquisitions that have destabilized culture and direction
Repositioning needed to evolve the reference market
New brand foundations that require strategic clarity from day one
Companies growing rapidly and losing identity coherence

When it does not apply

The method is not the right fit for:

Cosmetic restyling without an underlying strategic need
Companies seeking fast results (under 12 months)
Contexts where leadership is not aligned on the need for transformation
High‑volume B2C projects where execution speed matters more than depth

Le 5 phases del processo

PHASE_01 Decode 4-6 weeks

PHASE_02 Define 6-8 weeks

PHASE_03 Design 8-12 weeks

PHASE_04 Deploy 12-16 weeks

PHASE_05 Develop Ongoing

PHASE_01

Decode

Make the real problem visible

Duration

4-6 weeks

Focus

Structural diagnosis

Output

Diagnosis document

The Decode phase separates symptoms from structural causes. Most initial requests ("we need a new website", "we want a rebrand") are surface manifestations of deeper issues.

Approach and signals

This is not classic discovery. We do not run generic questionnaires or post‑it workshops. We work with structured leadership interviews, document analysis of existing materials, observation of internal dynamics, and mapping external perception through conversations with clients and stakeholders.

What we look for

Misalignments — between leadership vision, team operations, and market perception
Dipendenze critiche — persone, processi, o percezioni che bloccano l'evoluzione
Unresolved tensions — between history and future, identity and market, authenticity and growth
Asset nascosti — competenze, relazioni, o posizionamenti non sfruttati

Critical output

The phase ends with a diagnosis document that identifies the real problem (not the stated one), its structural causes, and an initial hypothesis for strategic direction. This document becomes the foundation for all subsequent work.

Deliverables

Diagnosis document strategica

Stakeholder and perception mapping

Gap analysis between identity and market

Asset and constraint identification

PHASE_02

Define

Build strategic direction

Duration

6-8 weeks

Focus

Strategic direction

Output

Positioning framework

Define is where diagnosis becomes direction. It is not about "defining the brand" aesthetically, but building a strategic framework that aligns leadership, team, and market on a shared vision of what the company is, whom it serves, and where it is going.

Choices and structure

This phase requires difficult choices: what to preserve and what to leave behind, which markets to serve and which to exit, how to balance historical continuity with necessary evolution. We work directly with the new (or renewed) leadership to build decision clarity.

Core elements

Positioning — not as a marketing exercise, but as a strategic choice of where to compete
Brand architecture — structure of products, services, and sub‑brands in a coherent relationship
Strategic language — shared vocabulary to discuss role, value, and differentiation
Decision criteria — framework to evaluate future choices consistently with the defined direction

Why this phase is critical

Without strategic clarity, any design or implementation work becomes arbitrary. Define creates the foundation on which everything else rests. If this phase is weak, the whole transformation will be fragile.

Deliverables

Positioning framework

Brand architecture

Strategic direction document

Decision criteria for leadership

PHASE_03

Design

Translate strategy into identity

Duration

8-12 weeks

Focus

Identity system

Output

Brand system

Design is not decoration. It is the process of translating strategy into a visual and verbal identity system. Every formal choice must respond to a strategic need identified in the previous phases.

Choices and outputs

Our approach to design prioritizes clarity over creativity, coherence over originality, functionality over aesthetics for their own sake. That does not mean cold or personality‑less design, but design that serves the company, not the designer’s portfolio.

What we produce

Visual identity — logo, palette, typography, iconography system built on strategic logic
Verbal language — tone of voice, terminology, narrative structures aligned with positioning
Application system — clear rules to maintain coherence across different touchpoints
Core materials — presentations, documents, templates that embody the new identity

Controlled iteration

We do not work through endless "feedback rounds." We present directions grounded in strategic rationale, gather structured input, and iterate on specific aspects. The process is collaborative but not democratic: the defined strategy guides decisions, not personal preferences.

Deliverables

Complete visual identity system

Operational brand guidelines

Tone of voice and verbal language

Core templates and materials

PHASE_04

Deploy

From identity to operations

Duration

12-16 weeks

Focus

Implementation

Output

Live touchpoints

Deploy is where strategy and design become operational reality. A beautiful identity is not enough: it must be implemented across all relevant touchpoints and the organization must know how to use it.

Implementation and transition

This phase includes both execution (website, commercial materials, digital presence) and internal enablement (team training, communication alignment, integration into existing processes).

Implementation areas

Digital presence — website, social profiles, and sector-relevant platforms
Commercial materials — presentations, brochures, technical documentation
Internal communication — team onboarding and training on identity usage
Operational systems — integration of identity into CRM, email, and daily tools

Transition management

For full rebrands or new brands, we manage the public transition: when to communicate the change, how to explain it to clients and stakeholders, how to handle legacy materials. For evolutionary projects, we coordinate a gradual rollout that minimizes disruption.

Deliverables

Website and digital presence

Commercial materials produced

Team and leadership training

Transition and communication plan

PHASE_05

Develop

Continuous evolution, not a closed project

Duration

Ongoing

Focus

Evolution

Output

Ongoing support

The work does not end at launch. Develop is the post‑implementation support phase where we help the company apply and evolve what was built together.

Support and approach

This is not passive maintenance. It is ongoing strategic support for decisions that require coherence with the defined direction: new products, new markets, new partnerships, new communication needs.

Types of support

Strategic advisory — decision support on positioning, communication, and identity evolution
Ongoing production — development of new materials, content, and identity applications
Monitoring and adjustments — ensuring implementation stays coherent over time
Controlled evolution — managing necessary change without losing strategic foundations

Ways of working

Develop can take different forms: a monthly retainer for ongoing support, targeted interventions on specific projects, or long‑term support as an external strategic partner. The form depends on needs and organizational maturity.

Deliverables

Ongoing strategic support

New materials and content

Periodic coherence check‑ins

Management of necessary evolutions

Founding principles

The KREDO Identity Flow is built on principles that guide every process decision:

Strategy before aesthetics

Every formal choice must respond to an identified strategic need. Beautiful design that does not serve the company is waste.

Real problems, not symptoms

The client’s initial request rarely identifies the real problem. Our job is to make visible what is not obvious.

Clarity over creativity

Originality for its own sake is useless. What matters is clarity: communicating in a readable way what the company does, for whom, and why it is relevant.

Transparent process

Each phase has clear entry and exit criteria. No black boxes. The client always understands where we are and why.

Controlled iteration

We work in rapid iterations with structured feedback, not endless "rounds." Strategy guides decisions, not personal preferences.

Zero bullshit

We do not sell miracles. We do not promise magical transformations. We talk about real problems and concrete solutions.

Let's work together

If your company is going through a generational transition, repositioning, or strategic rebuilding, the KREDO Identity Flow may be the answer.

LET'S TALK

FAQ

What is the KREDO Identity Flow?

Our 5‑phase method to define role, identity, and positioning, then translate them into operational systems.

How long does a typical project take?

It depends on scope. A full program usually takes 6–12 months, with modular phases.

What deliverables do clients get?

Strategy, brand architecture, identity guidelines, core assets, and an activation roadmap.

Do you work only with B2B?

We specialize in B2B SMEs, especially during transitions, repositioning, or transformation.