Provides visual identity direction and creative briefing frameworks including Alina Wheeler's five-phase process, strategy-to-visual translation method, mood board methodology, logo brief structure, photography style frameworks, and typography/color direction. Auto-activates during visual direction, creative briefing, mood board creation, logo brief writing, and visual identity system work. Use when discussing visual direction, creative briefs, mood boards, logo briefs, photography style, visual identity, visual strategy, visual translation, visual expression, design direction, or visual language.
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reference/templates.mdQuick reference for translating brand strategy into visual identity direction, using proven methodologies from brand identity masters.
"A brand is a person's gut feeling about a product, service, or organization." — Marty Neumeier
"Products are made in the factory, but brands are created in the mind." — Walter Landor
"Simple, focused, concept-driven. We are concerned with permanence." — Chermayeff & Geismar & Haviv
| Metric | Value | Implication |
|---|---|---|
| Color as primary differentiator | 85% | Color is often first thing customers notice |
| First impressions based on visuals | 90% | Visual identity creates instant perception |
| Revenue improvement from consistent color | 33% | Consistency pays off financially |
| Revenue growth from strategic identity | 23% | Framework-driven identity outperforms |
The definitive industry standard:
| Phase | Focus | Key Activities |
|---|---|---|
| 1. Research | Understand | Gather insights on problem, customer, competition, marketplace |
| 2. Strategy | Define | Establish positioning, personality, essence, attributes |
| 3. Design Identity | Create | Develop logo, typography, color, imagery style |
| 4. Create Touchpoints | Apply | Design system across all brand applications |
| 5. Launch & Governance | Implement | Guidelines, training, consistency structures |
Key Insight: "Think of yourself as a sleuth, a shrink and a scientist" during research.
The critical bridge from words to visuals:
Step 1: Commit to Words First
"You must commit to words in order to remove the subjectivity of whether something works."
Before ANY visual exploration, define:
Step 2: Create Mind Maps Start with brand name in center, branch for different ideas. Goal: see patterns emerge.
Step 3: Visual Word Translation Translate each adjective to visual direction (see table below).
Step 4: Mood Board Development Create 3 mood boards with textual explanations connecting each element to strategy.
Step 5: Client Alignment Get agreement on direction BEFORE detailed design work.
| Stage | Focus | Activity |
|---|---|---|
| Define | Clarity | Know your audience, position, point of difference |
| Dramatize | Story | Shape narrative that brings strategy to life |
| Expose | Visual | Express story visually with clarity and intent |
A four-level hierarchy where each level informs the next:
┌─────────────────────┐
│ Brand Personality │ ← Human traits
├─────────────────────┤
│ Product Attributes │ ← Key features/benefits
├─────────────────────┤
│ Design Principles │ ← Guiding visual rules
├─────────────────────┤
│ Signature Elements │ ← Distinctive components
└─────────────────────┘
"The most important collection of words on any creative brief." — Creative Brief Workshops
The SMP is:
Formula: Problem + Benefits + Insight = Single-Minded Proposition
Famous Example: Nike's "Just Do It" began as an SMP on a creative brief.
Crucial for translating brand adjectives to visual expressions:
| Brand Adjective | Visual Expression |
|---|---|
| Fun | Playful colors, rounded shapes, dynamic compositions |
| Sophisticated | Refined typography, muted palettes, ample white space |
| Bold | Strong contrasts, dramatic scale, confident layouts |
| Approachable | Warm colors, friendly type, open compositions |
| Innovative | Unexpected elements, asymmetry, forward-looking imagery |
| Trustworthy | Stable compositions, professional type, traditional colors |
| Premium | Rich colors, elegant type, generous spacing, quality materials |
| Youthful | Bright colors, energetic layouts, contemporary references |
| Minimal | Limited palette, generous white space, simple forms |
| Artisanal | Organic textures, hand-drawn elements, natural materials |
| Technical | Geometric precision, monospace type, structured grids |
| Warm | Soft lighting, earthy tones, rounded forms |
Define Brand Strategy First Know personality, tone, emotions to convey before gathering imagery
Understand Audience Create detailed buyer personas to guide aesthetic choices
Gather Inspiration Collaboratively Work with stakeholders on shared boards (Pinterest, Milanote)
Include Key Visual Elements
Create 3 Mood Boards Present multiple directions to explore possibilities
Add Context & Explanations Clarify how each element aligns with strategy—don't assume it's obvious
Arrange Cohesively Use grid or bento box layouts for professional presentation
"It's one-hundred times easier and faster to change the mood board concept than finished logo designs."
Lighting Direction:
| Type | Description | Best For |
|---|---|---|
| Natural | Soft, authentic, real-world feel | Lifestyle brands, outdoor |
| Studio | Controlled, polished, professional | Product, luxury, corporate |
| Soft/Diffused | Gentle, flattering, approachable | Wellness, beauty, care |
| Directional/Dramatic | Bold shadows, high contrast | Fashion, premium, artistic |
Composition & Framing:
Color Treatment:
People in Photography:
| Brand | Style | Why It Works |
|---|---|---|
| Patagonia | Natural light, outdoor settings, real people in motion | Authentic, adventurous, environmental |
| Glossier | Soft lighting, pastel palettes, close-ups of real skin | Approachable, natural beauty |
| Aesop | Architectural symmetry, muted tones, ingredient-inspired props | Sophisticated, apothecary heritage |
| Category | Personality | Best For |
|---|---|---|
| Serif | Traditional, classical, reliable, respectable | Finance, law, heritage brands |
| Sans-serif | Minimal, clean, contemporary, modern | Tech, startups, lifestyle |
| Script | Traditional values, luxury, femininity, craft | Luxury, beauty, artisan |
| Display | Bold, distinctive, attention-grabbing | Creative, entertainment, youth |
| Color | Associations | Common Industries |
|---|---|---|
| Blue | Trust, stability, professionalism | Finance, tech, healthcare |
| Red | Urgency, passion, energy | Food, entertainment, sales |
| Green | Growth, sustainability, nature | Environmental, health, finance |
| Yellow/Orange | Warmth, energy, optimism | Youth, food, creative |
| Black | Luxury, sophistication, power | Fashion, luxury, premium |
| Purple | Creativity, wisdom, luxury | Beauty, spiritual, premium |
| White | Purity, simplicity, minimalism | Tech, healthcare, lifestyle |
Always include "why" with color choices:
"Green = growth, trust, and sustainability, directly supporting our positioning as..."
For action-oriented creative briefs:
| Element | Description | Example |
|---|---|---|
| GET | The Audience | "Creative entrepreneurs feeling stuck" |
| TO | A Behavior | "Reach out for design help" |
| BY | A Motivating Insight | "Showing that great design is attainable, not intimidating" |
Keep creative briefs to 1-2 pages maximum. Longer briefs dilute focus.
| Archetype | Visual Expression | Colors | Typography |
|---|---|---|---|
| Ruler | Minimalist, refined, authoritative | Black, purple, gold | Elegant serif, structured |
| Hero | Bold, dynamic, powerful | Red, black, strong contrasts | Bold sans-serif, impactful |
| Innocent | Clean, simple, straightforward | Soft pastels, white | Friendly, rounded type |
| Creator | Artistic, vibrant, imaginative | Varied, expressive palettes | Unique, distinctive faces |
| Caregiver | Warm, gentle, reassuring | Warm tones, soft imagery | Approachable, readable |
| Explorer | Rugged, organic, adventurous | Earth tones, natural colors | Sturdy, grounded type |
| Sage | Structured, authoritative, knowledgeable | Blue, green, neutral | Clean serif, classic |
| Outlaw | Edgy, dark, unconventional | Dark colors, high contrast | Bold, rebellious type |
| Magician | Transformative, mystical, imaginative | Deep purples, blues, golds | Elegant, mysterious |
| Everyman | Relatable, down-to-earth, honest | Blues, greens, warm neutrals | Simple, unpretentious |
| Lover | Sensual, elegant, intimate | Reds, pinks, rich tones | Elegant, flowing type |
| Jester | Playful, bright, unexpected | Bold, saturated colors | Casual, fun, expressive |
"Modern visual identities are comprehensive systems, not just a collection of assets—they include the rules, structure, and governance required to implement your visual branding consistently."
| Mistake | Fix |
|---|---|
| Not defining objectives clearly | Start with business problem |
| Insufficient audience information | Research and document personas |
| Unrealistic timeline/budget | Be honest about constraints |
| Ambiguous language/jargon | Use specific, visual words |
| No visual references | Always include mood boards |
| Missing "what to avoid" | Define guardrails explicitly |
| Too long (>2 pages) | Edit ruthlessly |
| Mistake | Fix |
|---|---|
| Starting with visuals before strategy | Commit to words first |
| Being too literal | Use symbols and metaphors |
| Inconsistent application | Build flexible system |
| No client alignment before detail | Get approval on mood boards first |
| Tone mismatch | Check every choice against brief |
| Mistake | Fix |
|---|---|
| Fragmented visual approach | Define unified system |
| Too many competing elements | Simplify ruthlessly |
| Lack of flexibility | Build adaptable system |
| No governance structure | Create guidelines |
| Design without strategy | Strategy first, always |
| Principle | What It Means | Application |
|---|---|---|
| Balance | Distribution of visual weight | Symmetrical = formal; Asymmetrical = dynamic |
| Contrast | Clear differences that create hierarchy | Use to guide the eye and emphasize key elements |
| Hierarchy | Organizing content by importance | Logo first, then headline, then supporting elements |
| Repetition | Consistent elements that build recognition | Same colors, shapes, type patterns across touchpoints |
| Unity | All elements feeling like they belong | Cohesive system, not disparate parts |
See reference/templates.md for: