This is not a form. It's a conversation on paper. The more honest and specific you are, the better the work we build together will actually feel like you.
Raw notes, gut reactions, and half-finished thoughts are all welcome. We're after your instincts, not a polished brief.
Section 01 of 06
About You
Basic info so we know who we're talking to.
Your name
Business name
What does your business do, in one sentence?
Is there a story behind why you started it?
Who is your dream client?
Section 02 of 06
Color
How your brand feels in terms of tone, temperature, and visual weight.
When you picture your brand fully realized, what does it look like? Dark and cinematic? Clean and minimal? Bold and energetic?
Which of these tones feels closest to your brand? Select all that apply.
Dark & Moody
Light & Airy
Bold & Saturated
Muted & Earthy
Warm
Cool
High Contrast
Monochromatic
Neutral
Vivid
Are there any colors that feel immediately wrong? Ones that would make you say "that's not us"?
Name a brand, film, or place whose color palette you love and what draws you to it.
Section 03 of 06
Aesthetic & Mood
The overall feeling and visual world your brand inhabits.
If your brand were a film, what would it be and what genre?
Which words describe your brand look? Select all that apply.
Luxury
Rugged
Minimal
Bold
Refined
Raw
Playful
Serious
Editorial
Cinematic
Warm
Technical
Nostalgic
Modern
Classic
Organic
This or that.
Dark
or
Light
Modern
or
Classic
Minimal
or
Detailed
Colorful
or
Neutral
Approachable
or
Authoritative
Masculine
or
Feminine
What words do you never want used to describe your brand?
Section 04 of 06
Type & Voice
How your brand reads and speaks — the personality behind the words.
If you had to choose a type personality, which feels closest?
Aa
Classic Serif
Aa
Clean Modern
Aa
Bold Display
Aa
Textured / Character
Is there a brand whose typography immediately says "this is what I want"?
How does your brand speak to a potential client?
Confident & Direct
Warm & Collaborative
Understated
Expert & Educational
Conversational
Bold & Declarative
Formal
Casual
Write the headline you'd want on your homepage. Rough is fine.
What's the one thing you want someone to know that they can't learn from looking at your work?
Section 05 of 06
Logo & Mark
The shape and structure of your identity system.
How should your mark be structured?
Wordmark only (name as the logo)
Icon only (symbol or mark)
Both (icon + wordmark lockup)
Not sure — open to direction
Your existing logo: evolve it or full reset?
Evolve what exists
Full reset — start fresh
No existing logo
When you imagine your logo, which background feels more natural?
Black
or
White
Where does your logo need to live first? Rank your most important surfaces.
Website
Business Card
Social Media
Signage
Apparel
Vehicle
Packaging
Print
Section 06 of 06
Position- ing
Where you sit in the market and what makes you distinct.
Name two or three businesses in your space you respect. What do they do well?
Name a business in your space you want to look nothing like. What's wrong with them?
When someone chooses you over another option, what's the real reason?
Anything else we should know before we start? Instincts, references, concerns — put them here.
Received.
We've got the signal.
We'll be in touch within two business days to set up the kickoff call. In the meantime, if something comes to mind — a reference, an instinct, something you forgot — send it over.