02
Your Customer
Who is your ideal customer?
Describe them as a person, not a demographic. Where do they shop? What do they read?
What do they come to you for?
The feeling they're buying, not just the product.
What do they currently use instead?
Who are they buying from now, before they find you?
04
Visual World
Brands or creatives whose visual identity you love
Can be inside or outside your industry — just something that makes you feel right.
Brands or visuals you want to move away from
Things that feel too corporate, too cheap, too trendy — anything you don't want to look like.
Colours you're drawn to
Describe them in feeling, not hex codes.
Do you have any existing brand assets?
Logo, font, colour palette, photography style — even if rough or partial.
05
The Story
Why did you start this?
The real answer, not the polished one.
What makes you different?
Not "my quality" or "my passion" — what is genuinely and specifically yours?
Where do you want this to be in three years?
06
The Project
What's the most important outcome?
If you could only have one thing land perfectly, what would it be?
Is there a deadline?
07
Anything Else
Is there anything you're worried about?
Past bad experiences, things you've been told that didn't feel right, anything you want me to know upfront.
Anything else you want to share?