Every brief the flow has written.
Every intake ends in a brand brief. To prove the format, we pressure-tested Intake against the world's most studied brands: positioning, audience, voice and visual direction, composed and ready. Open any one and read what the flow produces.
Every body, cast as an athlete.
Technology that disappears into intention.
Curiosity, given infrastructure.
Growth, treated as an engineering problem.
The future, sold as inevitability.
A century of thinking, worn in blue.
An audience for every voice.
Imagination, sold by the brick.
Membership, minted in metal.
Democratic design, flat-packed.
Time, worn as proof.
Intelligence, raised carefully.
Answers that ask what is next.
What a brand brief contains.
All thirteen briefs here have the same six sections, because every one is built from the same set of questions. Answer them once and they come back arranged into one document a designer can open on the day the work starts.
- 01
The idea
One sentence the whole brand has to hold up, and the reasoning underneath it.
- 02
Positioning
Where the brand stands and what it stands against, stated plainly enough to design from.
- 03
Strategic focus
Three goals the work is accountable to, in order, so scope arguments have somewhere to land.
- 04
Audience
The three groups the brand is actually for, the choice they’re really making, and where it hurts today.
- 05
Overview
How those people think, buy and decide, read as positions on an axis rather than adjectives — with the frustration, risk and desire behind each read.
- 06
Competitive landscape
Who else occupies the space, and the gap this brand is pointed at.