The Identity Questionnaire

This questionnaire is the first step in your Brand project. It helps us understand your business, your goals, your audience, your positioning, and the kind of brand you’re trying to build before we move into the Blueprint stage.

You do not need to have everything perfectly figured out before you begin. This is not a test, and you do not need to think like a strategist. That is what we are here for. We’re just looking for useful starting points: honest answers, gut reactions, practical context, and any references that help us understand what feels right.

The questionnaire usually takes around 30 to 45 minutes to complete, depending on how much detail you want to include. Short answers are completely fine. If something does not apply, you can leave it blank. If you are unsure, just say that. We would rather have a clear, honest answer than something overly polished.

Your answers are saved in your browser as you go, so you can close the page, refresh it, and come back to it later without losing your progress. You can also move back and forth through the questionnaire using the arrows, so feel free to skip ahead, review previous answers, or come back to a question once you’ve had more time to think.

The questionnaire is broken into 10 sections, each designed to give us a clearer picture of your brand without making the process feel overwhelming. Before you begin, it helps to have a few things ready: your website and social links, any existing brand materials, a rough sense of your goals, a few competitors or similar brands, and a Pinterest board, moodboard, Behance link, or folder of visual references that show the kind of direction you’re drawn to.

Once your answers are submitted, we’ll review everything carefully and start pulling out the key themes, opportunities, and creative direction that will shape the foundation of your brand.

  • A quick snapshot of your business, including your name, industry, links, location, stage, and a plain-language overview of what you do.

  • A look at the current state of the business: what’s working, what feels off, what has changed, and why this feels like the right time to work on the brand.

  • Your bigger goals for the next few years, and what the brand needs to help you do, whether that’s attracting better clients, launching something new, creating consistency, or feeling more established.

  • The people your brand needs to connect with. We’ll ask who they are, what they care about, what they’re looking for, and what they may be tired of or trying to avoid.

  • 05. Positioning and competitors
    A look at the market around you, including competitors, alternatives, what they do well, where they fall short, and how your brand can stand apart in a meaningful way.

  • The purpose, vision, mission, and values behind the brand. These answers do not need to be perfect. We’ll use them as raw material and refine the thinking during the Blueprint stage.

  • How the brand should feel, sound, and speak. This includes tone, language, words to lean into, phrases to avoid, and the kind of personality the brand should have.

  • The look, feel, and visual world of the brand. We’ll ask about colours, textures, styles, references, existing elements, and anything that would feel right or wrong visually.

  • A place to share your Pinterest board, moodboard, Behance link, reference folder, or uploaded files. The goal is to help us spot patterns in what you’re drawn to, not to copy any one specific reference.

  • A quick chance to share what you’re excited about, what you’re nervous about, or anything else we should know before we start building the Blueprint.