What's included

• 1. Diagnosis and Strategic Direction

  - What it is: A document that analyzes the brand's context, its market, competition, and opportunities. - Why it matters: It serves as the basis for all creative decisions, ensuring that the brand is consistent and relevant.

• 2. Brand Positioning

  - What it is: A clear statement of the space the brand occupies in the market, including its core promise and differentiation. - Why it matters: It provides clarity on “who we are,” “who we speak to,” and “why we matter.”

• 3. Brand Archetype and Pillars

  - What it is: Definition of the brand's personality and its conceptual foundations (values, attributes, purpose). - Why it matters: It brings consistency to communication and guides tone of voice, narrative, and aesthetics.

• 4. Tone of Voice and Verbal Identity

  - What it is: A guide that defines how the brand speaks, including tone, writing style, and key vocabulary. - Why it matters: It ensures that all messages sound consistent and aligned with the brand personality.

• 5. Brand Narrative

  - What it is: Textual structures such as taglines, manifestos, bios, or positioning statements. - Why it matters: It facilitates communication and helps connect emotionally with the audience.

• 6. Creative Concept

  - What it is: The big idea that connects strategy and identity (can be expressed in a phrase, mood board, and visual guidelines). - Why it matters: It gives unity to the entire identity, both verbal and visual.

• 7. Complete Visual Identity

  - What it is: Creation of logo, symbol, color palette, typography, and graphic system. - Why it matters: It gives the brand a unique and consistent visual presence.

• 8. Identity System (Brand System)

  - What it is: Rules and standards that show how to apply the visual and verbal identity. - Why it matters: It allows the brand to remain cohesive over time, even in new applications.

• 9. Key Applications

  - What it is: Practical demonstrations of identity (e.g., business cards, social media, institutional material, email signature). - Why it matters: It shows how the brand works in the real world.

• 10. Brand Book

  - What it is: Final document that brings together all strategic, verbal, and visual elements. - Why it matters: It is the tool that ensures consistency and facilitates brand implementation.