What we need for your brand
A simple discovery checklist to gather everything before we start designing. The more you share, the closer the first round lands.
About you and the brand
5 questions
What you like and dislike
4 questions
Colours to use or avoid
5 questions
Personality, values and tone
5 questions
Practical assets and requirements
5 questions
The look and feel you want
4 questions
About you and the brand
The story behind the business so we can design something that actually fits.
- What does your business or organisation do?
- Who are your main customers, members or audience?
- How long have you been around, and what is your background?
- What makes you different from competitors or alternatives?
- Where do you see the business in 3–5 years?
What you like and dislike
Honest reactions help us avoid wrong directions fast.
- List 3–5 brands or logos you love and tell us why.
- List 3–5 brands or logos you dislike and tell us why.
- Are there any fonts, shapes, icons or styles you want to avoid?
- Are there any trends or clichés in your industry you do not want to copy?
Colours to use or avoid
Colour sets the mood before anyone reads a word.
- Do you have existing brand colours? If yes, share the hex codes or swatches.
- Are there any colours you strongly want to use?
- Are there any colours you strongly want to avoid?
- Do you have colour preferences for your industry, culture or audience?
- Should the palette feel bold, calm, premium, playful, earthy or something else?
Personality, values and tone
Your brand should feel like your team, not a template.
- Pick 3–5 words that describe your brand personality (e.g. friendly, expert, rebellious, warm, precise).
- What are your core values? Which ones must come across visually?
- If your brand was a person, how would they speak and dress?
- Should the tone feel formal, casual, cheeky, reassuring or something else?
- Is there anything in your history, culture or community we should be sensitive to?
Practical assets and requirements
The files and constraints that keep the project moving.
- Do you have an existing logo, style guide or brand assets?
- Do you need print materials, social templates, signage or just digital assets?
- Are there specific sizes, formats or accessibility standards required?
- Who are the decision makers and final approvers for brand work?
- What is your realistic deadline and budget range?
The look and feel you want
A clear picture of success makes the first draft much closer.
- Should the brand feel modern, classic, minimal, rich, handcrafted or techy?
- Any imagery style preferences: photography, illustration, abstract, people, products?
- Where will the brand be seen most? Website, app, packaging, presentations, uniforms?
- What feeling should someone have in the first 3 seconds of seeing your brand?
Ready to hand it over?
Start the full Buddy Be Ready checklist and we will tailor the rest of the questions to your project type.