Contract & terms
Scope, fees, revision rounds, who approves what.
- Contract fields
- Revision counter
- Phase plan with dates
- How to use this book
One chain.
Every step renders something.
Brief to strategy to identity to brand book to assets to the work that comes after. Nothing is uploaded twice and nothing is a picture of the truth: change a field, and the book, the portal and the asset kit change with it.
Discovery
Send the intake to the client and leave them alone with it. Their answers land in the fields everything else renders from.
- Client intake link
- Personas
- SWOT
- Competitor map
- Success criteria
Strategy
Belief, positioning, pillars, tone. Thirty-eight fields, each one a question a good strategist would have asked anyway.
- Positioning statement
- Tagline
- Messaging pillars
- Language system
- Presentation deck
Direction
References with provenance, so a Pinterest find never quietly becomes a page in a client's brand book.
- Reference board
- Rights per image
- Three concepts
- Client feedback round
Identity
Marks, colour with measured contrast, type from two thousand families, a layout system as tokens.
- Wordmark + symbol
- Contrast-checked palette
- Type pairing
- Grid tokens
- Voice
Applications
Where the brand shows up — and what it has to survive there.
- Social formats
- Web
- Signage
- Mockups with the real mark
Brand book
Not assembled. Rendered from everything above, and re-rendered the moment any of it changes.
- Web book with share link
- Client portal
- CSS / SCSS / JSON tokens
- Favicons + logo pack
Watch the book fill in as the chain runs.
Scroll the steps. The page on the right is what exists at that point — empty where nothing has been decided, never filled with a guess.
00
Contract & terms
Scope, fees, revision rounds, who approves what.
01
Discovery
Send the intake to the client and leave them alone with it. Their answers land in the fields everything else renders from.
02
Strategy
Belief, positioning, pillars, tone. Thirty-eight fields, each one a question a good strategist would have asked anyway.
03
Direction
References with provenance, so a Pinterest find never quietly becomes a page in a client's brand book.
04
Identity
Marks, colour with measured contrast, type from two thousand families, a layout system as tokens.
05
Applications
Where the brand shows up — and what it has to survive there.
06
Brand book
Not assembled. Rendered from everything above, and re-rendered the moment any of it changes.
These pages are our own brand, rendered live.
Playbook ran through Playbook. The strategy, the mark, the palette and the type below are read from the same fields the studio edits — this is not a screenshot.
The mark
Clear space — The height of the “P” on every side.
Clear space — A quarter of the symbol's width on every side.
Core palette
Lime
Paper
Near-black
Coal
Grey
Display face
Inter
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 & ? ! @ # % ( ) — ; :
On backgrounds
Your brand next.
Thirty minutes on the brand you have or the one you are starting. A proposal within two working days.
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