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Work out who the brand is for, how it should compete, and what campaigns are allowed to say before design starts.
Also in this group
Build the visual system — colour, type, and how it is applied online and in print — so every surface looks like one brand.
Design a mark when that is the job. It is not a full identity programme unless you ask for one.
Shape how a founder, doctor, or executive appears in public, separate from the company brand.
Show candidates what it is like to work here: career story, proof, and hiring creative.
Write the claim used in sales and ads so teams stop inventing a new story for every pitch.
