The Brand Sprint We Run Before Every Identity Project

Shabir Malik 3 min readJuly 14, 2024

Day 1: define

Customers, values, personality. Narrow to a single sentence each. No consensus — just a document of disagreement.

Leadership reviews the sentences. Picks one. That's the brand direction, locked. No revisions during design.

Voice examples, visual mood, naming exercises. Give design team the compass before they start making maps.

Most brand color systems stop at 'brand red + black + white'. Here's the full system you need.

Where packaging budget moves conversion vs where it's pure vanity.

Photography direction documents that photographers use vs the 40-slide ones they ignore.

Our team ships brand design programs every week. Book a free consult — we'll tell you what would move the needle for your brand.