COMPETITIVE ANALYSIS
Industry Landscape
Competition
Executive Summary
Self Audit
Unique Selling Points
BRAND IDENTITY
manifesto (Mission)
purpose
vision
values
Story (NARRATIVE)
audience
consumer motivation
personality (ARCHETYPE/PERSONA)
voice
tagline
MESSAGING
in one page - SUMMARY
in action - APPLICATION
VISUAL IDENTITY
logo
primary
secondary
alTErnate
Responsive system
usagE - Sizing, Color, Space
misuse color
PALETTE - COLOR STORY (WHY/MOOD)
PAIRINGS
SYSTEM
typography
FONTS
TYPESETTING
System alternates
HIERACHY
GRAPHIC SYSTEM
MOOD***
overview
GRAPHIC elements - shapes, stripes, grain, texture - PATTERNS
art direction
photographic style
illustration style
Application
posters, billboards, OOH, PRINT, social - POST TYPES - CONTENT THEMES STORIEs, STORY HIGHLIGHTS web, PRESENTATIONS, merch, signage