byFel+ DriveGuru
Turn Yavuz’s personal recognition into a distinctive brand, built for social media and his new website.
Overview
Create a distinctive visual identity for Yavuz, built for his social presence and website.
Driving Instructor Yavuz
Who we are
FEL is a design practice led by Felipe Souza, Creative Director and Designer. I work independently, bringing together creators and specialists when needed to meet each client’s challenge.
Collaboration networkDriveGuru
Selected work
Approach
My process follows the Double Diamond. The first diamond explores the brand’s context and focuses it into a clear positioning direction; the second explores visual possibilities and refines the selected route into a coherent identity. Each moves from exploration to focus, turning shared understanding into purposeful design.
DriveGuru remains the client’s main contact and supplies approved content, references and consolidated feedback. byFel develops the identity; DriveGuru carries it into website design, development, app integration and launch.
ADiscover
A.6Agency brief review
Review the supplied questionnaire, existing creator content and project goals with DriveGuru. DriveGuru leads kickoff and client communication; no separate research interviews are included.
BStrategy
B.9Focused brand positioning
Desk review of up to three agreed competitors, followed by a concise positioning direction and why, how and what framework. Based on agency-supplied information; extensive audience research, naming and copywriting are outside scope.
CDesign
C.5Logo system
Up to two initial creative directions. Develop one selected direction into a standalone logo and logo with wordmark, with agreed colour and monochrome variants. Two consolidated revision rounds across the identity; additional directions require a separate quote.
C.6Colour palette
Define primary, secondary, tertiary, accent and background colours, with HEX and RGB values for digital use and CMYK references for print.
C.7Typography
Select a headline and body font pairing, with hierarchy and usage guidance. Third-party font licences are purchased separately by the appropriate licence holder.
C.8Signature graphic element
Included in both packages: one recurring graphic device, with usage guidance for consistent recognition across social media and the website. Animation and a motion system are excluded.
DDeliver
D.5Brand files and usage guide
Final artwork and editable identity files are delivered through an organised Figma file shared with DriveGuru. The handover also includes vector logo exports in SVG and PDF, transparent PNG exports, and a concise PDF guide to logo, colour and typography. Final files and Figma access are delivered after final payment.
D.6Social template set
Complete package only: editable Figma templates for one reel cover, one story, one highlight-cover system of up to six covers, and one carousel of up to six slides. One visual direction, using agency-supplied sample content. Additional formats, recurring content production and animation are excluded.
D.7Core Figma components
Complete package only: up to six agreed component types, including buttons and cards, with applicable default, hover, focus and disabled states. Visual components for DriveGuru’s website team; page layouts, coding and a full design system are excluded.
How we work
- 1.
Approval principle
Every phase ends with your approval. We only move forward once the direction is signed off.
- 2.
Direct collaboration
Felipe personally handles strategy, design and final delivery. A lean independent practice keeps overheads lower; five weeks provides the time needed to develop and refine the work without compressing the process.
- 3.
Two initial directions
Explore up to two initial creative directions, then develop one selected route into the final identity.
- 4.
Two revision rounds
Two rounds of consolidated feedback across the project, collected and approved by DriveGuru. Each round is one agreed set of changes; new concepts or changes to approved strategy are additional scope.
- 5.
Agency coordination
DriveGuru supplies the questionnaire, approved brand name, content, competitor references and kickoff outcomes. One agency contact consolidates stakeholder feedback.
- 6.
Approval milestones
Written agency approval closes positioning and identity milestones. Feedback is requested within two working days; late feedback shifts dependent delivery dates.
Timeline
The project is estimated to take five weeks from the agreed kickoff and receipt of the complete brief, with flexibility for mutually agreed schedule adjustments and prompt consolidated feedback.
A · Discover · 0.5 wk
- Agency brief review
B · Strategy · 0.5 wk
- Focused brand positioning
C · Design · 3 wk
- Logo system
- Colour palette
- Typography
- Signature graphic element
D · Deliver · 1 wk
- Brand files and usage guide
- Social template set
- Core Figma components
Relative weeks from the agreed kickoff · Calendar dates to be confirmed
Investment
- A.6Agency brief review
- B.9Focused brand positioning
- C.5Logo system
- C.6Colour palette
- C.7Typography
- D.5Brand files and usage guide
- C.8Signature graphic element
- A.6Agency brief review
- B.9Focused brand positioning
- C.5Logo system
- C.6Colour palette
- C.7Typography
- D.5Brand files and usage guide
- C.8Signature graphic element
- D.6Social template set
- D.7Core Figma components
Terms
- 1.The selected package and listed quantities define the scope. Both packages include the signature graphic element (C8). The complete package adds D6 and D7; social templates and Figma components are excluded from the core package.
- 2.Additional directions, revision rounds, formats or changes to approved work are quoted and agreed in writing before proceeding. A reduced budget requires an agreed scope adjustment.
- 5.The five-week sequence is proposed, not a confirmed start date. Booking depends on the signed agreement, deposit, complete agency brief and availability.
- 6.DriveGuru’s website team should confirm its required identity handoff date before booking. Delayed materials, feedback or approvals shift the schedule; accelerated delivery is agreed separately.
- 7.Final artwork and editable design files are delivered through an organised Figma file shared with DriveGuru after final payment. Logo exports in SVG, PDF and PNG, plus the concise PDF usage guide, are provided alongside the Figma handover.
- 8.The proposal includes editable source files and usage rights for DriveGuru GmbH in the approved final original identity, subject to the signed agreement and full payment.
- 9.Third-party fonts, photography and other licensed assets retain their own licence terms and are purchased separately. Unselected creative directions are excluded from handover.
- 10.Website page design, development, hosting, domain, email setup, DriveGuru app integration, launch and client training are handled by DriveGuru.
- 11.Naming, extensive research, interviews, copywriting, photography, illustration commissions, animation, content production and a full design system are excluded unless separately agreed.
- 12.Templates and components are editable design assets, not coded interfaces or ongoing production services.
Next steps
Choose the package, confirm the delivery dependencies with DriveGuru, and agree the start date. This proposal is for review; booking is confirmed through a separate signed agreement and deposit.
Start date to be agreed
Sign the contract
A digital contract that protects both sides, locking in the scope, timeline, deliverables and terms in this proposal.
Deposit invoice
Once the contract is signed, we email the invoice as a PDF. The deposit is €3,250, and it secures your spot on our schedule.
Align the sprint
DriveGuru supplies its completed questionnaire, kickoff findings, approved content and consolidated references. Together we agree milestones and the website team’s identity handoff date.