Business Name
What do you offer?
Briefly describe your product/service and who it’s for.
How would you describe your business in 1-2 sentences?
Think of this like your elevator pitch.
What are your goals for this brand project?
Examples: improve your look, attract more clients, increase trust.
Who is your ideal audience or customer?
Demographics, personality traits, lifestyle, values, etc.
What specific problem do you solve for them?
How do you help or improve their lives/business?
What makes your business different from others in your industry?
Unique approach, experience, product features, philosophy, etc.
Who are your main competitors or brands in a similar space?
Share names/websites if applicable.
What three words best describe your brand personality?
Examples: Bold, trustworthy, creative, minimalist, playful, elegant, approachable.
What values are most important to your business or brand?
Think: community, sustainability, innovation, authenticity, creativity, etc…
If your brand were a person, how would you describe them?
What’s their tone of voice, style, energy, personality?
Minimal vs. Detailed
Minimal
Balanced
Detailed
Youthful vs. Established
Youthful
Balanced
Established
Subtle vs. Bright
Subtle
Balanced
Bright
Classic vs. Contemporary
Classic
Balanced
Contemporary
Friendly vs. Authoritative
Friendly
Balanced
Authoritative
Warm vs. Cool
Warm
Balanced
Cool
Playful vs. Serious
Playful
Balanced
Serious
Approachable vs. Elite
Approachable
Balanced
Elite
Casual vs. Elegant
Casual
Balanced
Elegant
Refined vs. Strong
Refined
Balanced
Strong
Economical vs. Expensive
Economical
Balanced
Expensive
Unconventional vs. Mainstream
Unconventional
Balanced
Mainstream
Trendy vs. Timeless
Trendy
Balanced
Timeless
Feminine vs. Masculine
Feminine
Balanced
Masculine
Formal vs. Casual
Formal
Balanced
Casual
Organic vs. Structured
Organic
Balanced
Structured
What nouns or subject matter are connected to your brand world?
List 10–15 words that relate to your business, industry, or audience. These can include objects, themes, tools, ingredients, symbols, places, or anything relevant to what you do.
Are there any visual metaphors or symbols you associate with your brand?
Think animals, natural elements, shapes, or imagery that reflects your values, story, or style.
Are there specific textures, materials, or finishes that resonate with your brand?
Think tactile inspiration — smooth, rough, matte, glossy, raw, polished, etc.
Are there any places, cultures, or time periods that influence your brand?
This can include travel inspiration, historical references, or aesthetic styles you’re drawn to.
What mood or emotional tone do you want your brand visuals to evoke?
Choose a few descriptive words—like calming, vibrant, luxurious, bold, nostalgic, grounding, playful, energizing, empowering, nostalgic, cozy, etc.
Are there specific colors, styles, or design elements you feel are essential to your brand?
Are there colors or styles you absolutely want to avoid?
Are there any fonts or typography styles you gravitate toward?
Examples: Modern, classic, minimal, bold, script, serif, whimsical, elegant, etc.
Are there any brands you admire visually?
Include 2–3 examples and what you like about them — colors, layout, feel, etc.
Are there any specific visuals or elements you’d like to include?
Think icons, textures, shapes, patterns, photo styles, or anything meaningful.
Is there anything else you'd like us to know before we begin?
Feel free to share any extra details, ideas, or thoughts that you think might help us bring your vision to life!