02 — Your business
What you do , and why it matters.
The plain-English version. Imagine you're telling a friend over dinner.
In one or two sentences, what does your business do?
What do you sell, offer or provide?
What makes you genuinely different? The thing a competitor couldn't honestly claim.
The story behind it How did the business begin, and what keeps you doing it? Founder-led stories matter to us.
Where do you want the business to be in three years?
What's the biggest challenge you're facing right now?
Why are you doing this branding project now? What's prompting it, and what would make it a success?
03 — Purpose & positioning
The heart of it.
Why you exist, what you stand for, and the space you want to own.
Why does your business exist, beyond making money?
What's the bigger vision? The change you want to make, or the future you're building toward.
What are your core values? Three to five words or short phrases that guide how you work.
If you could be known for one thing, what would it be?
What's your brand promise to a customer?
04 — Your audience
Who you're for .
The clearer the picture, the sharper the brand. Paint us your ideal customer.
Describe your ideal customer Age, life stage, what they care about, how they spend, what they value.
What do they feel before they find you, and after?
What problem do you solve for them, or what do they come to you for?
Are there secondary audiences? Partners, press, stockists, referrers, staff you want to attract.
What do they use or do instead of you today?
05 — Personality & voice
If your brand were a person .
Every brand has a character. Let's find your brand 's.
Pick the words that feel like your brand
Choose as many as ring true.
Refined Warm
Bold Playful
Understated Confident
Timeless Modern
Luxurious Approachable
Artisanal Elegant
Rebellious Nurturing
Intelligent Sensual
Honest Quiet
Your brand as a person
If your brand were someone you know, who would they be? How do they dress, how do they speak, how do they carry themselves, and who do they spend their time with?
Words or phrases you love
Words you'd never use
Do you have a tagline or strapline?
06 — Competitors & market
The landscape .
Who you're up against, and who you admire. Links welcome.
Your main competitors Names and links if you have them.
What do they do well, and where do they fall short?
Brands you admire In any sector at all. What draws you to them?
How do you want to stand apart from everyone else?
07 — Visual direction
The look and feel.
First instincts only. We'll shape the detail together later.
If you have existing branding, what stays and what goes?
If you're starting fresh, leave these blank.
Overall feeling
Pick the moods you're drawn to.
Minimal Editorial
Maximal Organic
Geometric Handcrafted
Vintage Futuristic
Warm Cool
Monochrome Colourful
Textural Clean
Dark & moody Light & airy
Colours you love
Colours to avoid
Typography instincts Serif or sans, classic or modern, any fonts you love.
Imagery and photography style
Brands whose visual identity you love Links or names. Tell us what specifically appeals.
08 — Deliverables & practical
What you'll need .
The tangible outputs, and the practical details that keep us on track.
Where will the brand live? The key touchpoints, physical and digital.
Anything we must keep or work around? A name, an existing logo, brand colours, legal marks.
Anything else we should know?
09 — Show us
Upload your world .
Existing branding, inspiration, moodboards, photography, anything that helps us feel it. Drag in or browse. Images, PDFs, documents, all welcome.
Existing branding & assets
Current logo, guidelines, fonts, past designs.
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Drop files or browse
Logos, PDFs, brand books
Inspiration & moodboards
Anything that captures the feeling you're after.
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Drop files or browse
Images, screenshots, saved references
Photography & imagery
Product shots, spaces, people, anything of your own.
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Drop files or browse
Your own imagery
Anything else
Competitor examples, documents, notes, the lot.
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Drop files or browse
Any file type
Large files may take a moment to upload on submit.
