Visual identity refers to the creation of visual elements that represent a particular company, organization or product. Creating the same is a complex process, and it is crucial for creating a strong image and conveying the company's values. It also contributes to the business of the company by standing out from other competitors and can create a positive first impression, improve the perception of the company's service and increase client loyalty. The interior design company Eks studio design deals with the creation of various types of top-quality visualizations for all types of buildings, properties, and facilities. This work will create a new, sustainable visual identity of the craft that will have a significant impact on future as well as current clients. In the theoretical part, in addition to terms related to branding, the elements of visual identity are also highlighted. Also, the stages of the design process are described, and their importance is emphasized. The experimental part begins with research in which an interview with the owners of the craft will be conducted and guidelines for the creation of a creative brief will be established. Furthermore, the competitors present on the Croatian market and the prominent target group will be analyzed. In the next step, a mind map is created, followed by sketching of the logo in the sketchbook, creation of conceptual solutions and vectorization of the selected solutions. Also, a book of graphic standards will be created containing logo specifications and a set of rules on how the company will be visually presented through different media. At the very end, using an online survey questionnaire, it will be determined whether respondents have a different perception of the craft itself with a new visual identity compared to the perception of the craft with an already existing visual identity. Furthermore, it will be determined how many respondents agree with the hypotheses set in the paper. The entire “story“ will be framed by determining the performance of the overall design.