Professional Practice Identity Service Terms

1. Who these terms are between

These terms are between you and Alexander Watson, a sole trader, trading as Alexander Watson Studio, of [business address for service of notices] (“the Studio”, “I”, “me”). ⚖

In these terms, “you” means the person or organisation buying the service. Whether you are buying as a consumer or for the purposes of your business affects some of the rights and protections available to you. I do not assume that either applies to you. If you tell me which applies, I will confirm the position in writing. ⚖

2. What you are buying

The Professional Practice Identity is a fixed-scope service. It is described on the cost page, and the list below is the complete scope. Anything not listed is not included.

The service comprises:

• a discovery questionnaire of about fifteen questions, completed by you after the deposit has been paid, and, where needed, one message of clarifying questions;
• the Practice Fundamentals: a seven-page written document setting out the practice's positioning, who it is for and who it is not for, its values and character, its voice, four key messages, descriptions of the practice at three lengths, how the identity reflects you, and a list of anything still needed from you;
• a visual identity, developed for your practice from the Practice Fundamentals and set in one of the studio's identity foundations (clause 13): a wordmark in its primary, stacked, reversed and single-colour configurations and a mark (a monogram or a simple symbol) on three grounds, supplied as SVG files with the type converted to outlines and as PNG files; a colour specification with values and measured contrast; the typefaces with their licences, where the licences allow; and a CSS token file;
• six applications, supplied as finished files and as editable sources: a directory profile image and a generic profile layout, an Instagram profile image and three post frames, business card artwork with bleed, an A4 letterhead and agreement template in HTML, PDF and Word formats, and an email signature;
• an Identity Guide of about fifteen pages explaining the decisions, how to use the identity, what not to do, and what to give a printer, designer or developer;
• written photography direction (not photography, and not arranging a photographer);
• one consolidated review round, as described in clause 7; and
• up to three straightforward text changes to the supplied applications in the twelve months after handover, each estimated at no more than fifteen minutes, as described in clause 12.

The following are not included and are quoted separately under clause 10 where I offer them at all: a website; a drawn or illustrated logo commissioned from an external designer; a photographer, or arranging one; printing; leaflets, signage, stationery or social media templates beyond the six applications; several competing design concepts; trade mark searches or registration; copywriting beyond the Practice Fundamentals; a second review round; and a change to a new direction after you have approved it.

3. Price and payment

The price is £695, fixed, and is paid in two instalments: a deposit of £350 to secure the project and begin the work, and a balance of £345 once you have approved the direction, before the finished identity is issued. The price stated in your written scope confirmation is the price of your project and does not change afterwards.

The deposit is due on your acceptance of the written scope. Your place is reserved, and the discovery questionnaire is sent, once it has been received. The balance is invoiced after you have approved the direction in writing, that is, the Practice Fundamentals and visual direction, and the applications and the Identity Guide are issued only once the balance has been received. The balance is triggered by your approval of the direction and not by the Studio stating that any work is complete. Clause 11 sets out what direction approval means. ⚖

There is no online checkout. The scope and the price are confirmed in writing before any invoice is issued. A single payment may be agreed in writing in place of the two instalments where both parties prefer it.

Each instalment is invoiced and paid by bank transfer to the Studio's business account. The account details are given on the invoice and are not published on this website. The Studio does not take card payments for this service and does not receive, see or store card details.

The balance is payable within 14 days of its invoice. If you decide not to go ahead after receiving the Practice Fundamentals, and tell me so in writing, the balance is not invoiced; the position on the deposit is set out in the cancellation and refund information. ⚖

The Studio is not registered for VAT. The prices shown are the amounts charged, and no VAT is added to them. ⚖

If you later decide you want a website, it is scoped and quoted at the time under clause 10. The combined price published for the Practice Identity & Website applies when the two are bought together, not to a website added afterwards.

4. When the contract is formed, and when the project begins

There is no self-service checkout, and nothing on this website can be bought by clicking. The agreement is made in writing: after your enquiry I confirm the scope and the price to you by email, that email refers to these terms and to the version in force on the date shown at the foot of this page, and a contract is formed when you accept it in writing and the first instalment is paid. ⚖

The project officially begins at a later point: once your completed discovery answers have been received and checked, and I have confirmed to you in writing that work on your Practice Fundamentals has started. Paying the deposit reserves your place and brings you the questionnaire; it does not by itself start the work.

Your receipt is the invoice marked as paid, which I send you once the transfer has cleared. Your acceptance is recorded in the written exchange, not at a payment page.

5. What you must supply

The price assumes you supply your answers to the discovery questionnaire (rough notes and voice notes are welcome), your practical and professional facts, your professional-body designations exactly as your body permits them to be stated, and, if you want a photograph in the applications, a photograph taken to the direction supplied or an existing one you are licensed to use. The words in the Practice Fundamentals and the applications are written from your answers.

You confirm that:

• you own, or are properly licensed to use, all text, images, logos and other materials you supply;
• the materials you supply do not infringe anyone else's rights;
• the professional information you supply (qualifications, memberships, registration numbers, fees and availability) is accurate and current; and
• you will check that information, and confirm each fact in writing, before the identity is issued.

I am not responsible for checking the accuracy of factual or professional information you supply, and I do not verify professional registrations. ⚖

6. Your professional and regulatory responsibilities

If you are a therapist, counsellor, psychotherapist or other regulated or registered practitioner, you remain responsible for ensuring that anything you publish using the identity complies with the advertising, ethical and professional requirements of your membership body or regulator, and with advertising law. I will apply the wording you approve; I do not provide regulatory or advertising compliance advice. ⚖

7. The review round and corrections

One consolidated review round is included. When I send you the Practice Fundamentals and visual direction, you confirm or correct each fact and either approve the direction or send one complete set of adjustments. Where you ask for adjustments, I make them and send the adjusted direction for you to confirm. The applications and the Identity Guide are then produced from the approved direction; they refine it and are not a restart.

A correction does not use up the review round. Correcting a factual error, putting right something I have misunderstood, and putting right anything in the issued files that departs from the direction you approved are corrections, made without charge.

The review round does not include:

• a new brief, or a change to a new direction after you have approved it;
• a second set of adjustments to the direction;
• additional applications, or changes to the templates beyond your words and facts; or
• rework caused by information supplied late or changed after written approval.

8. Response times and dormant projects

I will reply to project messages within two working days. Working days are Monday to Friday, excluding bank holidays in England.

You are asked to respond to questions and approval requests within five working days. If a project receives no reply from you for 30 days I will send a written reminder. If there is still no reply after 60 days, the project is treated as dormant and my time is reallocated. A dormant project can be restarted subject to availability and may need rescheduling.

Dormancy does not by itself entitle either of us to a refund. See the cancellation and refund information. ⚖

9. Timescales

A Professional Practice Identity usually takes about ten working days from complete discovery answers, provided replies arrive within the times above. The start is the date I confirm in writing once your answers have been received and checked; it is not the date of your enquiry or of your deposit. Timescales are estimates given in good faith and are not guaranteed dates unless I have agreed a specific date with you in writing. ⚖

10. Additional work

Work outside the agreed scope is charged at £55 an hour or, where the scope is clear, quoted as a fixed price. Either way it is described in writing before it begins (with an estimate of the time it will take where it is charged by the hour) and starts only when you confirm in writing. Additional work is invoiced separately. A website, a drawn logo from an external designer and further applications are examples of additional work. ⚖

11. Approval, handover and corrections

Direction approval. When I send you the Practice Fundamentals and visual direction I ask you to confirm the facts and to approve the direction in writing. You approve the direction by replying that it feels right and I should go ahead or, where you asked for adjustments, by confirming the adjusted direction. That written approval is the point at which the balance in clause 3 is invoiced. If you do not reply, the project is treated under clause 8; the balance is not invoiced without your approval. ⚖

Handover. Once the balance has been received I issue the finished identity as one folder of files, with the Identity Guide, and ask you to confirm that it is complete and that the facts it states are right. If something within the agreed scope is missing or wrong, tell me in writing within ten working days and it is put right without charge. If nothing within scope is identified in that time, the identity is treated as delivered. Anything outside the agreed scope is quoted under clause 10. ⚖

12. Support after handover

The identity is a set of files you hold; there is nothing hosted and nothing to renew, and no ongoing fee. For twelve months after handover I will make up to three straightforward text changes to the supplied applications without charge: a change to text or figures already in them, such as a new fee or changed availability, each estimated at no more than fifteen minutes. You ask in writing, I confirm it is included before I begin, and unused changes do not carry over. Anything beyond that is additional work under clause 10.

Fonts, images and any third-party components remain subject to their own licences, which are supplied with the files where the licence allows.

13. Intellectual property, ownership and permitted use

You retain ownership of the text, images, logos and practice information you supply.

Your identity. On receipt of full payment, the identity made for your practice is yours: the wordmark and mark set in your name, the Practice Fundamentals, the colour and typography specifications as they apply to your practice, the six applications and the Identity Guide, and every file in the folder you receive. You may use them for your own practice, in any medium, for as long as you wish, and you may give them to another designer, printer, sign maker or developer working for you. They are not licensed to you for one use or one medium. ⚖

The studio's foundation. Your identity is developed within one of the studio's identity foundations: a pairing of typefaces, a palette and its rules, a wordmark grammar, document and application layouts, and the production method behind them. The foundation remains the intellectual property of Alexander Watson Studio and is used, in other names and other colours, for other practices. Your identity is personalised to you; it is not exclusive, and I do not promise that no other practice will share a typeface, a palette or a layout with yours. What is yours is the combination made for your practice, set in your name. ⚖

Trade marks. The service does not include trade mark searches, clearance or registration, and I give no warranty that your wordmark or mark is free of conflict with existing marks or that it is capable of registration. The name you trade under, and the goodwill in it, are yours. If you wish to register your wordmark or mark as a trade mark, you may do so at your own cost, and I will not object or assert any right in the specific mark made for your practice; I retain the right to continue using the foundation for other practices. Where a mark is derived from your initials or from a simple common form, registration may be difficult or unavailable, and a trade mark attorney is the right person to advise you. ⚖

The typefaces are supplied under their own open licences, which permit you to install, embed and pass them on with the identity. Nothing in these terms transfers ownership of any typeface, stock image or third-party component.

Unless you ask me in writing not to, I may show the finished identity in my portfolio and describe the work, without disclosing anything confidential.

14. Cancellation and refunds

Cancellation and refunds are dealt with in the cancellation and refund information, which forms part of these terms and includes a stage-by-stage position for this service.

15. Ending the contract

Either of us may end the contract in writing if the other is in serious breach of it and has not put the breach right within 14 days of being asked to.

I may also decline to continue with a project where the content I am asked to produce would, in my reasonable judgement, be unlawful, misleading, or seriously inconsistent with the professional standards of your field. In that case I will explain why in writing, and any refund will be worked out under the cancellation and refund information. ⚖

16. Liability

Nothing in these terms limits or excludes liability for death or personal injury caused by negligence, for fraud or fraudulent misrepresentation, or for any other liability that cannot lawfully be limited or excluded.

Nothing in these terms affects any statutory rights you may have. Where you are dealing as a consumer, your legal rights, including rights relating to services being carried out with reasonable care and skill, are not affected by anything in these terms.

Beyond that, no limit or cap on liability is claimed in these terms. ⚖

I do not guarantee any particular level of enquiries, referrals or income arising from the identity. A coherent identity helps the right person recognise you; it does not create demand, and I do not claim that it does.

17. Confidentiality

Each of us may learn things about the other in the course of the project that are not public: draft copy, fees not yet published, business plans, pricing, methods and working files. Neither of us will disclose that information to anyone else, or use it for any purpose other than the project, except where disclosure is required by law, by a regulator or by a professional body, or where the information is already public through no fault of ours.

This obligation continues after the project ends. It does not prevent me from showing the finished identity as portfolio work, which is dealt with in clause 13 and which you may decline.

I do not need, ask for, or want information about your own therapy clients. Please do not send it. If identifiable client information reaches me by accident I will tell you, delete it, and confirm that I have done so. ⚖

18. Your information

How your information is handled, including in connection with payment, is described in the privacy notice.

19. Events outside reasonable control

Neither of us is responsible for failing to perform, or for delay in performing, where the cause is outside our reasonable control, including serious illness, bereavement, failure of a third-party hosting, domain or payment provider, loss of power or internet access, industrial action, or an act of a public authority.

If such an event occurs I will tell you as soon as I reasonably can, and we will agree a revised timetable. Where the event continues for more than thirty days, either of us may end the contract, and clause 15 applies to what has already been done and paid for. Nothing in this clause affects any statutory right you may have. ⚖

20. Complaints

If something is wrong, please tell me first, in writing, at hello@alexanderwatson.co.uk. I will acknowledge within two working days and respond substantively within ten working days.

21. Changes to these terms

These terms may be updated from time to time. The version that applies to your purchase is the version published on this page at the time you paid. Please save or print a copy for your records. ⚖

22. Governing law

These terms are governed by the law of England and Wales. If you are a consumer resident in Scotland or Northern Ireland, you may also be able to bring proceedings in the courts of the country in which you live. ⚖

Contact

hello@alexanderwatson.co.uk

Version 0.3, prepared 17 October 2026. Written by the Studio in plain English; not reviewed by a solicitor. The version cited in your written acceptance governs your project. Superseded versions are kept for reference.

These service terms sit alongside the general website terms and conditions. Where they conflict in relation to a Professional Practice Identity purchase, these service terms apply.