Visual System Tool
The more specific you are, the stronger the system we build together.
Tell us about your brand.
Do you have an existing signature? If yes, are you attached to it?
Mission
Objective
What should someone feel the first time they encounter your brand?
Core Belief
Values
Three values that define your brand. One word each. If removing one wouldn't change anything, it's not a value.
Three words your best customer would use to describe you. Three words you never want associated with your brand.
What makes your brand different?
Name your three main competitors and tell us how you differ from them.
Who is your ideal customer?
What do you want to keep from what already exists?
This does not appear in the visual system. It informs creative direction, campaigns, and future concepts.
Visual system confirmed. Configure and generate concept directions.
The primary emotional response these concepts should produce. Select intentionally — not what the category defaults to.
Select which layers to target and how many concepts per layer.