15 questions. That's it. Answer with gut instinct first, details second. “I don't know” is valid.
How to approach this
Don't overthink it. Write fast and honest. The messy, instinctive answers are usually the most useful ones. Your progress saves automatically.
What you are, why you exist, where you're going.
01Describe what you do in one sentence. Then describe why it matters in one more.
Forces clarity. If the founder can't say it tight, the brand can't either.
02What's the single biggest problem you solve, and what's the existing alternative people use today?
Reveals competitive positioning in one shot.
03Where do you want to be in 2 years? What does winning look like?
Shapes the brand's scale and ambition.
Who you're building for. Behaviors, desires, existing habits.
04Describe your ideal user's day. What apps do they open? What communities are they in? What frustrates them?
Their tool stack tells us what visual language they already understand.
05What do you want someone to say about your brand to a friend in 10 words or less?
Your word-of-mouth test. If it sounds like marketing copy, it's wrong.
How your brand talks, feels, and behaves.
06If your brand showed up to a party, who are they? How do they act?
Personification surfaces brand attributes that abstract questions can't.
07Pick 5 words that feel like your brand. Then pick 3 that feel like the opposite.
Anti-words create guardrails and rule out entire visual families.
Brand words
Anti-words
08How should your brand sound in writing? Pick all that apply.
Maps directly to copywriting guidelines and typographic choices.
Colors, type, logos, spatial feel. Show, don't tell.
09Drop 3-5 links to brands or websites whose visual identity you admire. What specifically do you like?
Worth more than 20 questions about color preferences.
10Pick the visual spectrum that fits. Select all that apply.
Triangulates aesthetic direction fast.
11Any existing brand assets, colors, or visual elements that must carry over? Or clean slate?
Full rebrand vs evolution are completely different scopes.
Who else is in the room. Where there's whitespace.
12Name 3 competitors. What do they get right visually? What feels off?
Competitive design audit in one question.
Where the brand lives. Screens, feeds, docs, merch, events.
13Where will this brand show up most? Select your top touchpoints.
Determines logo variants, contrast requirements, animation priorities.
14Who on your team will use the brand system day-to-day? What's their design skill level?
Determines system complexity vs simplicity.
The question that catches the stuff no template ever covers.
15What's the one thing you're afraid we'll get wrong? Or the thing that would make you say 'they absolutely nailed it'?
This is where you get the real brief.
What happens next
Once submitted, these answers get synthesized into a creative brief covering brand positioning, visual identity direction, verbal identity guidelines, and a deliverables roadmap.