i.The brand in plain words
Start simple. Pretend you're telling a stranger what your brand is.
What is your brand, in one or two sentences?
Don't overthink it. If a friend asked "what do you make?", what would you say?
What do you actually sell, and what makes it different from everything else out there?
The real difference, not the marketing line. What would a customer notice that they wouldn't get elsewhere?
If your brand were a person walking into a room, how would they carry themselves?
Loud or quiet? Warm or cool? Refined or raw? Give me three or four words and why.
ii.Where it comes from
The story underneath. This is often where the strongest visual ideas hide.
Why did you create this brand? What pushed you to start?
A frustration with what already existed? A personal story? Something you wanted to see in the world and couldn't find?
Is there a personal, cultural, or emotional story woven into the work?
Heritage, a place, a memory, a person, a feeling you keep returning to. Even if it feels too personal to be "brand", tell me.
What does this brand mean to you personally? What are you really trying to say with it?
Past the products. What's the deeper thing you want people to feel or understand?
iii.What it stands for, and against
Every strong brand has an enemy and a belief. Knowing both sharpens the image.
What does your brand stand against? What do you refuse to be?
Fast fashion? Loudness? Sameness? Disposability? Name the thing your brand is a reaction to.
What does your brand believe? What world does it want to exist in?
If your brand could change one thing about how people dress, live, or feel, what would it be?
iv.Who wears it
The person on the other side. The campaign has to speak to them, so I need to see them clearly.
Describe the person who wears your brand. Not demographics, a real human.
Where do they live, what's their taste in music or film, how do they spend a free evening, what do they care about? Paint them.
How should they feel when they put your piece on?
Powerful? Seen? Calm? Dangerous? Like the truest version of themselves? One or two feelings, be specific.
v.The visual world
Now the direct visual signals. Tap anything that resonates as a starting point, then tell me more in your words.
What is the overall mood of your brand's world?
Tap what fits, then add your own below.
Dark & moodyBright & airyWarm & earthy
Cold & clinicalRomantic & softRaw & edgy
Minimal & cleanRich & maximalDreamy & surreal
NostalgicFuturistic
Colours. What belongs to your brand, and what must never appear?
Your palette, and just as important, the colours that would feel wrong on your brand.
What textures and materials feel like your brand?
Silk, concrete, water, metal, skin, paper, glass, stone, velvet... what should the image feel like to touch?
Studio or the real world? Where does your brand live?
A clean controlled studio? A specific kind of location, city street, nature, an interior, somewhere abstract? Describe the space you picture.
Share any references that pull you. Images, campaigns, films, artists, anything.
Paste links, name photographers or brands you admire, describe a scene from a film. Also tell me what you DON'T want to look like, that's just as useful.
vi.The first impression
The campaign is the first thing a customer meets. Let's aim it precisely.
When someone sees your campaign for the first time, what one feeling should hit them?
If they remember only a feeling and forget everything else, what should it be?
Is there a single image already living in your head for this shoot?
Even a fragment, a pose, a light, a colour, a moment. Describe it. If nothing yet, that's fine, say so and I'll build it.
vii.The practical side
Last part. The concrete details so the concept fits reality.
Tell me about this specific collection and the looks we're shooting.
How many looks, what are the hero pieces, what season, anything about the garments I should know (fabric, movement, detail).
Where will these images live, and what do they need to do there?
Website, Instagram, lookbook, press, marketplace? The destination shapes how we shoot.
Anything else I should know? Anything you're worried about, excited about, or unsure how to say?
This box is for whatever didn't fit above. Dump it here.