Two weeks is enough to decide what a brand is. It is not enough to build it — and confusing the two is where budgets go to die.
Week one is words: positioning, audience, the three sentences the company can say that its competitors cannot. Week two is the first visual territory — one direction, explored properly, not three explored badly.
The schedule
We end with a written brand foundation, a typographic system and a plan for the next phase, priced.
- Days 1–3: interviews and audit.
- Days 4–5: positioning workshop.
- Days 6–9: visual territory.
- Day 10: presentation and roadmap.
Speed is a design decision.
Studio note
In practice
We keep a running document of these decisions for every client, so the next designer — in-house or external — inherits reasons, not just files.
