Digital outdoor advertising is today one of the most effective forms of advertising whose advertising messages flow continuously 24 hours a day, and have the ability to reach a large number of people in a short time. The market offers a many of agencies that provide mentioned services and that is why it is important to shape the overall identity in order for the company to be recognizable and stand out above the competition. This thesis will deal with entire elaboration of the formation of visual identity. This means showing the overall design of the company character design that would be presented in the brand style guide. A detailed market analysis is performed before shaping the visual identity. The way competitors establish communication with target audience leads to setting of hypotheses that will help shape guidelines for setting a future idea. The most important part of this thesis will present an interview with the business owner after which will be created a clearer vision and which direction the design will go. Three concepts will be developed from which the final one will be selected after all analyzed information and final decision of the owner. Once the concept is selected, the designer can start designing the brand style guide. It would include a sign or logo, some standard explanations, broader requirements that must be met (size, color, background, etc.), typography, allowed options for application to real objects, etc. Therefore, the presentation of whole process of creation visual identity from setting of idea to final realization.