Brand Discovery — Salii Studio
Sending your brief…
Intro
Brand Discovery Form

Let's build
something
worth remembering.

Thank you for taking the time to complete this form. Your answers shape the direction of our work together — the strategy, the visual language, the story your brand tells. Be specific. The more I understand, the more intentional the outcome.

Sections
5
Est. time
15 – 20 min
Studio
Salii Studio
Designer
Sally Morgan
Company name
Full name & job title
01 / 05

Brand Purpose
& Vision

This section is about the 'why' behind your business. By defining your story and long-term goals, we ensure your new branding isn't just a visual update — it's a strategic tool built to support your growth for years to come.

How did you land on your business name? Is there a story or meaning behind it?
In one or two sentences, what does your business do and who is it for?
What are your main goals for this brand refresh or development?
Select all that apply.
Build brand recognition
Attract new clients
Increase engagement online
Clarify visual identity
Prepare for future marketing
Other:
What makes your business unique or different from others in your industry?
02 / 05

Target
Audience

Great branding is a conversation between you and your audience. This section helps me understand who we're talking to, what they value, and the emotional connection we want to build. The more specific we can be here, the more 'magnetic' your brand will feel.

Who is your ideal client or audience?
Think beyond age or location — what are their professional challenges, what do they value most, and what keeps them up at night?
How would you like your audience to feel when they interact with your brand?
When they land on your website or see your logo, what is the immediate gut feeling you want them to have?
03 / 05

Brand Personality
& Values

Whether we're building from the ground up or evolving an existing identity, this section defines the 'human' side of your business. Your brand's personality dictates everything from the weight of the fonts to the depth of the colour palette.

If your brand were a person, how would you describe their personality?
List 3–5 traits that define your brand's character.
What should the visual identity 'feel' like at first glance?
High-end and architectural, organic and grounded, or sharp and innovative? Describe the atmosphere you want your brand to inhabit.
04 / 05

Visual Style
& Direction

This is where strategy becomes aesthetic. These answers help me understand the visual language that will best represent your brand and resonate with your audience — whether we're starting fresh or refining what exists.

Which 'style' best describes your vision?
Pick up to 2.
The Minimalist — Clean, airy, lots of white space, thin lines.
The Authority — Bold, heavy fonts, dark colours, high contrast.
The Artisan — Earthy, textured, hand-drawn elements, warm tones.
The Editorial — High-fashion, sophisticated typography, elegant, "Vogue" style.
The Energiser — Playful, vibrant colours, rounded shapes, friendly.
Other:
List 2–3 brands (in any industry) you admire visually. What specifically 'grabs' you?
Is it their colour palette, the style of their logo, the fonts they use, or their overall 'vibe'?
Are there any styles, vibes, or trends that are a definite 'No' for you?
Be as specific as possible — too corporate/stiff, overly feminine, too aggressive, too cluttered.
If you have an existing brand, how 'attached' are you to the current look?
Total clean slate — I want to move in a completely new direction.
Evolution — I'm attached to certain elements, but the rest needs a modern refresh.
Heritage — The brand is well-known; we need to keep the 'DNA' but fix the execution.
Other:
For any elements you want to keep, why must they stay?
e.g. 'Our customers recognise the blue icon,' or 'The gold colour represents our premium pricing.'
Where will your brand be seen most often?
Printed lookbooks, construction site signage, social media, a digital-first website? This ensures the visual system is optimised for its primary environment.
Are there 2–3 specific items you'd love to see your branding applied to in mockups?
05 / 05

Visual Inspiration
& Final Notes

Almost there. These last questions help me understand the full picture before we begin. Seeing what you love visually is the best way to ensure we're on the same page from day one.

Please share a link to a Pinterest board, Instagram account, or mood board.
You can also email 2–5 reference images to sally.wells2024@gmail.com after submitting.
Is there anything else you want me to know before we begin?
Sensitivities, past experiences with designers, hard constraints, or anything you've always wanted to say to a creative director.
Received

Thank
you.

Your brief has been submitted to Sally at Salii Studio. Everything will be reviewed carefully, and you'll hear from me ahead of your project start date.

Don't forget to email any reference images to sally.wells2024@gmail.com

Salii Studio · Australian Designer, Working Globally