Pre-Discovery
Questionnaire.

Don't write the pitch. Tell me as if you're explaining it to a friend.

How is it unique on the everyday? This tells me about your particular niche in the market.

What's the story behind it? What's your connection to it? We want clients to create this same connection.

Why do you do what you do? What do you stand for? This is the foundation everything else is built on.

The human experience of your product, not the literal object or service. What do people actually walk away with?

You, your product or service, the results you deliver, your speed, your industry… What's the main thing?

What message do you want your brand to communicate?

What changes for you when the brand identity design is right?

Describe them in detail: Age, lifestyle, values. What do they care about? What are they lacking?

Tell me where you stand today. Are you local, national, online? Word of mouth, social media, walk-ins, referrals?

Who do you want to be reaching in 2–3 years? What does growth look like for your business?

Try to answer from your client's perspective and experience, not yours.

Not what you want them to think. One word only, your first instinct.

Where does it come from? What does it look like in action? What emotional connection are you trying to create with someone who encounters your brand?

Not just the first impression. What does your brand mean to them after a year of being a customer?

What words come to mind before you overthink it? e.g. warm, rebellious, grounded, elegant, no-nonsense…

If none of the options feel right, write your own at the end.

What usually pops into your head when you're working on this project? A texture, a place, a shape. Anything.

Gut feelings count. You don't need to get too technical. You can also tell me about colours that feel completely wrong for you, and why.

You don't need to explain it perfectly, just point me to it. This tells me about your visual instincts and preferences.

Just as important as what you want. The last thing I want is to deliver something you hate because I didn't ask.

Tick everything you're considering, now or in the future. This tells me where your brand needs to show up and perform at its best.

A logo for Instagram needs to be readable at a very small scale. A shopfront sign is read from across the street. A vehicle wrap moves at 60km/h or more. Knowing your main stage shapes every design decision.

Your name, a colour, a product, a slogan… what is the one thing that cannot get lost?

Tick everything you're considering. This is about the technical side: proportions, file sizes, surfaces. Different formats need different things from a design, and I want to keep all in mind.

This is your open space. Anything goes: a concern, a story, something that felt too big or too small to mention above, something that I didn't ask about…