Brand Identity Discovery Kit / Action kit
Brand identity design brief template
Clarify the real audience, positioning, applications, and visual constraints before any design work begins.
Made for designers scoping a small visual identity.
Price and availability
Catalog price: $9 USD
One-time purchase · No subscription
- FilesZIP with five editable Markdown documents, an offline HTML workbook, a reading edition. A five-document worked case follows one fictional project.
- To useExtract the ZIP. Open the workbook in a current desktop browser; edit Markdown in a text editor. No account needed for the workbook or Markdown files.
- LicenseUse for your own or client work; do not redistribute the original templates or tools. Full terms.
- SupportProduct questions and corrections by email; no custom implementation or professional review. 14-day refund policy.
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The task
What you'll make
A design brief with prioritized applications and agreed concept criteria.
Gather before you start
- Business offer
- Real applications
- Production constraints
Mark missing information so you can check it before using your work.
When to skip this kit
- You need a native Excel, Canva, or Word template. This download contains Markdown documents and an offline HTML workbook.
- You need autosave or cloud sync. Export Markdown or save a backup before closing the offline workbook.
- You need someone to complete the work. These are worksheets to fill in yourself.
Read the first worksheet below to see whether its questions help with your task.
Included files
What's inside
- 01Business context
- 02Positioning facts
- 03Application list
- 04Visual references
- 05Approval criteria
Each document has instructions, questions, and space for your answers. The final document includes a common mistake to check for before using your work.
The worked case contains five completed documents, one for each worksheet. Follow the evidence, decisions, and corrections across the same fictional project. The case is included in the workbook, reading edition, Markdown example.
Your completion check
Trace business claims to sources, prioritize actual applications, keep mandatory concept gates separate from preference, and distinguish concept approval from rights, exports, and production authorization.
Before you finish
Check this before you use it
References become instructions to copy another identity.
Describe the useful visual quality and test it against your own applications.
Use the final worksheet to record what needs fixing and what you still need to check.
Free worksheet
Start with worksheet one
Business context
Jump to a section
{{project}} / designer {{business}} / decision owner {{contact}} / review {{deadline}}
Purpose: give the designer a usable business situation rather than a list of adjectives. Offer today [ ]; what a buyer actually receives [ ]; geography/channel [ ]; relevant change prompting the identity [ ]; existing identity to retain or replace [ ]. Audience: primary buyer and specific encounter [ ]; secondary audience [ ]; evidence supporting those descriptions and date [ ]; what is still assumed [ ]. Describe the task and setting, not an invented personality stereotype. Encounter sequence: discovery [ ]; comparison [ ]; selection [ ]; repeat use [ ]. Which one must work first and why [ ]? Business records: ID | source/date | observed or reported fact | implication | limitation. Record uncertain statements as questions, not facts. Remove private customer information from the shared brief. Stakeholders: person/role | decision authority | consulted contribution | approval stage. One named owner resolves conflicting feedback; record who can authorize production separately. Scope: deliverables/variants [ ]; applications [ ]; existing content/assets [ ]; exclusions [ ]; inputs due [ ]; milestone and review dates [ ]. A brief is not a substitute for the actual service agreement. Success means a controllable design task succeeds [ ]; do not promise higher sales or recognition without a defensible study. Open questions: material issue | owner | due | consequence if unresolved. Ready when the offer, priority buyer encounter, authority, and boundaries agree. Hold concept work if a missing input could materially change the route.
Your decision
Where does a buyer first encounter the identity? My answer: [ ] Source and date: [ ] Still to check: [ ] Next action, owner, and due date: [ ]
Before you start
- Business offer: [Source or notes]
- Real applications: [Source or notes]
- Production constraints: [Source or notes]
What you will make
A design brief with prioritized applications and agreed concept criteria.
View plain worksheet text
{{project}} / designer {{business}} / decision owner {{contact}} / review {{deadline}}
Purpose: give the designer a usable business situation rather than a list of adjectives.
Offer today [ ]; what a buyer actually receives [ ]; geography/channel [ ]; relevant change prompting the identity [ ]; existing identity to retain or replace [ ].
Audience: primary buyer and specific encounter [ ]; secondary audience [ ]; evidence supporting those descriptions and date [ ]; what is still assumed [ ]. Describe the task and setting, not an invented personality stereotype.
Encounter sequence: discovery [ ]; comparison [ ]; selection [ ]; repeat use [ ]. Which one must work first and why [ ]?
Business records: ID | source/date | observed or reported fact | implication | limitation. Record uncertain statements as questions, not facts. Remove private customer information from the shared brief.
Stakeholders: person/role | decision authority | consulted contribution | approval stage. One named owner resolves conflicting feedback; record who can authorize production separately.
Scope: deliverables/variants [ ]; applications [ ]; existing content/assets [ ]; exclusions [ ]; inputs due [ ]; milestone and review dates [ ]. A brief is not a substitute for the actual service agreement.
Success means a controllable design task succeeds [ ]; do not promise higher sales or recognition without a defensible study. Open questions: material issue | owner | due | consequence if unresolved.
Ready when the offer, priority buyer encounter, authority, and boundaries agree. Hold concept work if a missing input could materially change the route.
Your decision
Where does a buyer first encounter the identity?
My answer: [ ]
Source and date: [ ]
Still to check: [ ]
Next action, owner, and due date: [ ]
Before you start
- Business offer: [Source or notes]
- Real applications: [Source or notes]
- Production constraints: [Source or notes]
What you will make
A design brief with prioritized applications and agreed concept criteria.This is the complete first worksheet from the current edition. The full kit adds the remaining four documents, a worked scenario, and the offline editing workbook.
Worked example
See the worked-case summary
Fictional example included in edition 2.49.1.
Fictional case: Fold Bakery needs a weekday bread identity for a narrow web header, a one-color bag label, and a street sign. Five completed documents connect dated business records to application priorities, reference boundaries, mandatory concept tests, and a rejected decorative route. A concept can fit the brief while its production proof remains on hold. All records, people, observations, dimensions, and approvals are invented teaching details.
Before you choose
What should I have ready for this kit?
Bring business offer, real applications, production constraints. Mark anything you still need to check.
How do I know the work is finished?
A design brief with prioritized applications and agreed concept criteria. Check your answers against the original records and note anything unresolved before sharing your work.
Does it include a spreadsheet or native app template?
No. You receive editable Markdown documents and an offline HTML workbook. These are not native Excel, Canva, Notion, or Word templates. Extract the whole ZIP before opening the HTML files. Mobile file managers may not run local scripts; the text files and reading edition remain available.
Will this do the work for me?
The kit supplies structure, questions, and examples. You provide the facts, make the decisions, and adapt the finished output. You are responsible for checking the finished work. Custom implementation and professional review are not included.
Created by Pagemage with AI-assisted writing and development. Read how the content and tools are checked. Questions or corrections: hello@pagemage.tech. 14-day refund policy.