21 questions in. A whole brand out.
One lifecycle for every brand: build it once, deliver it, run it monthly, and evolve it into the next version without losing the last one.
- 01 · Once per version
Build
The 21, a brief, then concepts narrowed at every stage.
- 02 · Once per version
Deliver
Publish the version. Vectors, guide, deck and playbook unlock.
- 03 · Every month
Run
Mockups, shares and approvals, all against the active version.
- 04 · When it's time
Evolve
Freeze the current version. Start the next one from it.
Weak inputs make generic brands.
Every brand answers the same 21 questions in six parts. Short or vague answers get one follow-up asking for a story, a number or an example.
Answered on a recorded call, in a client portal, or alone with AI assist that drafts only from your words.
Why
The owner and the purpose
What
The offer and the problem solved
Who
The customer
Where we stand
Competition
How it shows up
Personality and visual equity
Structure and success
Architecture and 12-month targets
Nine stages. A person approves every one.
AI makes the options. Templates keep every mockup consistent. You or your client narrows, and nothing moves on without that yes.
| Stage number | Stage | What you see | Your call |
|---|---|---|---|
| 1 | Survey brief | One page drawn from the 21 | Approve the brief |
| 2 | Color and font pairings | 3 pairings fitted to the brief | Narrow to 1 |
| 3 | Logos | 5 flat concepts, then 8 refined variations, then a vector master | Narrow, pick 1, approve the master |
| 4 | Iconography | 3 sets matched to the logo | Narrow and save |
| 5 | Messaging | Hook, tagline, value prop, pillars, ads per door | Approve or alter each line |
| 6 | Print mocks | Light and dark | Review |
| 7 | Swag mocks | On people doing the work | Review |
| 8 | Web wireframes | 3 home pages, desktop and mobile | Pick 1 |
| 9 | Downloads | Vectors, guide sheet, deck, playbook, Brand Pack | Publish the version |
What every version ships with
Logo suite + guide sheet
Every lockup in SVG, PDF, EPS and PNG. Clear space, minimum sizes, misuse.
Brand deck
Client-ready, with the version stamp.
Rules + playbook
Voice, visual rules, how to sell with it.
Buyer persona guide
Built from Q10 to Q14.
Brand Pack
One zip any builder can read.