Table of Contents

Subtext / Description




Logo Concept

Creative Process



Clear Space




Color Standards

Color Guidelines










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(product placement)


(brand voice matrix personality/tone)



Welcome to the beginning of your journey.

Define your current vision, mission and values


 Why does your company exist?

To bring art heritage and culture into the contemporary landscape of design






 What does your company do?

We fuse traditional pottery techniques with modern styles and materials





 How do you do what you do?

We utilize modern materials, but make our craft with traditional equipment. We have established a mentality of traditional techniques and only adapting with that in mind. 

Utilize research to your advantage.



a) What is your industry? (fashion, interior design, accounting)

 Interior design.






b) Who are your customers? They are your market.

High-end home owners. Homeowners who consider interior design to be a statement of who they are and what they believe their lives to represent






c) How large is your market?

We don’t have a lot of research about the size of our market, but we assume that our market is somewhere under 30% of any given group or population.

Identify your competitors.



d) Who are your possible competitors?

We would love to consider larger brands like Ikea and Crate and Barrel as competitors. 





e) Look at their social media. This includes their websites. What are they doing right or wrong?


Their websites are very clear about how they want to be viewed. Both are very consistent in their colors and language. 

Ikea is great at being bright and colorful when appropriate to express their contemporary and modern style. They also are very open about their prices. I think customers appreciate that in the end attract more customers with this style than turn off customers with an advertised “high price.”
Crate & Barrel, however, have a very clear style that is minimalist and calming. They appreciate minimalism in design and allow for space and warmth to emanate from their patterns and textures. Their adherence to rustic style has always been a part of what customers expect them to be and they don’t disappoint in sticking to that theme.





f) How do you compare to them? (Research “white board strategy”)

Their social media is very meaty. Both companies have a large cache of social media posts and interactions. 


Ikea manages to talk to their visitors in a friendly and matter of fact manner. They are very practical in their organizational furniture and set the tone for pragmatic design and everyday family life. I appreciate their focus on the family.  Our products are not so family centered. We appreciate that all of our customers have families and include them in their interior design decision, but we have not made the family the focus of our marketing efforts. Perhaps we should.

Crate and Barrel have a muted tone to their social media. They do it very well and I want to live in the homes that they are designed for. They are owning their niche. We appreciate how active they are with their community in sharing social media feeds of homeowners who use their products. Their interaction with their customers is very nice.



Visualize your customers and imagine who they are.



1) Who are your future customers as you imagine them?

My future customers have interior design in their heart. Some of them will like the aesthetics of our products, but we envision that most of them will appreciate the fine art of pottery and ceramics and appreciate the work we do. A smaller portion of them will even be a potter themselves.

They appreciate minimal design in fashion, food, media and lifestyle. They are typically professionals and have a simple lifestyle. They like to read. They like to drink wine and cook at home. They will come from multiple ethnicities and backgrounds especially cultures that might even use pottery practically to cook. 





2) What do they care about? 

Our customers care about quality and art. Most of them are concerned with over consumption and don’t make frivolous purchases. That being said, our products are not essential for daily lives, but there is an art and a beauty to the process that we use that hearkens back to the origins of pottery and the manner in which these pieces were made.


Many of them care about what products they have in their homes are attuned to their origins and how they affect their own personal health and the health of the planet during manufacturing. They carefully curate every piece in their home from lamps to building materials. In some instances, our clients even have restored vintage pieces that have been incorporated into the modern design of their home like a barn door or vintage lighting fixtures.






3) What are their problems?


4) Look at your business from your customers’ perspective.





1) How do your customers view your company? (It may be painful, but find out.)

2) How do you want them to view your company in the future?



Most businesses do not put emphasis on their discovery stage and lose the vital information that it uncovers.

Articulate the brand that you discovered.


This is a fleshed out idea that your staff and stakeholders can use to describe why they do what they do in order to guide decisions on how to do it. It is a simple summary of your Vision, Mission and Values which others can understand. Think “elevator speech.” It is a quick recap of what you do when someone asks you in quick conversation about the business.

Differentiate your business from the competition in a single sentence.


This is a clear statement of what differentiates you in the marketplace. For instance, if you are in the fashion industry, what about your fashion line makes you unique among all the other fashion designers and streetwear companies?


How are you different?


1) “(what your business does)  is the only company in the (industry) that (benefit).”

Define the benefits of your product or service, and how you do it.



This is an articulation of the i) functional and ii) emotional benefit of your service or product.


Essentially, your service or product solves a specific problem and this Value Proposition clearly states a) how you solve that problem and b) why it is better to choose you.


1) Make a promise!!!


“We help (X)  (Y) by doing (Z).”

Create a memorable tagline or slogan of your brand’s benefits.



Simply put, this is your slogan.


It is a creative interpretation of your Value Proposition: “We help (X) do (Y) by doing (Z).”


Have fun with this one!!!

Unify all elements and build a system of hierarchy so that everyone knows how to talk about your brand.



This is a uniform way to talk about your brand.


Here we will develop a rough list of the language, words and phrases that your company as a whole will use to talk about your business.


We have come to the fun part that many rush to complete. You will effectively communicate your brand.

Create brand guidelines of your visual identity. This is the fun part that allows you to be the creative executive of your business.

Develop the strategy of how you will use your visual identity to share your brand’s story