Saves as you go

Brand intake

Let’s get to know your brand.

Before we meet, tell us how you see the brand today and where you want it to go. Your answers shape the first conversation, so there’s no need to polish them.

More than one of you? Send everyone this same link. Each person answers on their own, and we’ll bring the answers together before the call. Where you see things differently is often the most useful part.

01 / 08

About you

So we know who's talking, and how you fit into the project.

How are you involved?

02 / 08

The project

The big picture, in your words. Rough is fine.

Is that name settled?

As you'd explain it to a smart friend who's never heard of it.

Where the idea came from, who started it, what sparked it.

03 / 08

Audience

Who the brand is for, and what we want them to take away.

Be as specific as you can: roles, interests, where they get their information.

04 / 08

The landscape

Where you sit among everyone else.

Peers, competitors, or anyone people might confuse you with.

05 / 08

Personality

How the brand should come across. There are no wrong answers.

Where does the brand sit between these?

Pick a point on each line, or skip any that don't apply.

Serious or PlayfulSeriousPlayful
Classic or ModernClassicModern
Approachable or AuthoritativeApproachableAuthoritative
Understated or BoldUnderstatedBold
Minimal or Rich and detailedMinimalRich and detailed
Expert or Plain-spokenExpertPlain-spoken
Calm or UrgentCalmUrgent
Neutral or OpinionatedNeutralOpinionated

A public figure, a character, or just a description.

06 / 08

Look and feel

What exists today, and what you're drawn to.

What do you already have?
What kind of imagery feels right?

Pick any.

Websites, ads, packaging, magazines, a building. A sentence on why helps.

Images or a PDF, up to 8 MB.

07 / 08

Relationships

How this brand relates to the people and organizations around it.

How visible should that connection be?

08 / 08

Practicalities

Scope, timing and who decides.

What should the guidelines cover?

Pick any. We'll firm this up together.

A launch event, a website, a report, social, video.

That’s everything.

Send it over and we’ll review your answers before we talk. You can download a copy for your own records first, or share it with the rest of your team.