Take images from the mood board

and add to the front cover to build Add colour palette from mood
excitement for the client. boards to show the direction.

Add Business name, & clients name to make it

Add date to cover as the client will have X amount of
custom to their business.
days of the document date to give feedback (as
mentioned in your contract).
Change colour of page to fit the colours
within the mood board so the client can
start to see it in action.

Make sure to adjust the contents to match the stages included

within the presentation. This makes it easier for the client to
navigate through the presentation quickly
Summarise the brand and their story. This demonstrates
to the client that you understand their business and the Choose words that represent the brand well.
vision they have for the brand, increases their This can be based on their products/services or
confidence in you! brand personality.

To write this information use answers from the strategy call notes &
the client discovery questionnaire. If the business has a website/social
media you can also grab more information from there.
 Make sure to
adjust the copy
to fit your brands
tone of voice!

This helps the client understand what brand

foundations are and why they are important.
 From the strategy call the client answered questions about
why they started their business and what their driving forces
are. Use these notes to summarise the brands purpose into a
paragraph.

Write in first person

so the client can
easily copy and
paste this
information and
use on their
website /
touchpoints.
This helps sum
up what ‘brand
purpose’ is for
the client and
why it’s
important to
businesses.

Using the paragraph you’ve written, pick out and

highlight the top 3 driving forces for the business. This
makes it easy for the client to understand at a glance.
 From the strategy call the client answered questions about From the strategy call the client answered questions about
what their current goals as a business are and who they are what future they’re hoping to create as well as their 1 - 10 years
trying to help. Use these notes to summarise the brands mission goal. Use these notes to summarise the brands vision into a
into a paragraph. paragraph.

The statement
focuses on the
future and the
big impact the
business want to
make!

If you get stuck

use the ‘mission
statement If you get stuck use
formula’ resource the ‘vision
to help structure statement formula
the statement. resource’ to help
structure the
statement.

Using the paragraph you’ve written, create a one sentence Using the paragraph you’ve written to create a one sentence
mission statement that highlights what they do and who vision statement that highlights their future goals and impact they
they’re trying to help. want to make as a business.
 During the strategy call you and the client confirmed
what their core beliefs were. Use your strategy call
notes to write these down as headings.

This helps sum up

Use the notes from
what ‘brand
the strategy call to
values’ are to the
add context to each
client and their
brand value and
importance.
how they
successfully
integrate them
within their business.

Stick to a concise set of 4-6 values as it not only forces businesses

to get real about what they stand for, but it also helps to avoid any
overlap or repetition.
 Make sure to
adjust the copy
to fit your brands
tone of voice!

This helps the client understand the importance of

identifying their target audience.
 When it comes to psychographic information it's essential to use
Add a picture that perfectly matches this type of person so your initiative and fill in some gaps based on the data you & the
the client can easily visualise them. client has collected so far. This may involve making educated
guesses or assumptions.

If you get stuck use

the ‘Determining
the Target Audience
Checklist’ resource
to help gather more
Add a subheading data on the
summarising this audience.
type of audience
the businesses
helps serve, so it’s
easier for the client
to understand.

This helps sum

up what an
audience
persona is for
the client and
why it’s
important for
busineses to
know theirs.

Use your strategy notes where you and the

client identified their audience / dream Ask the client to send over any statistical Using the demographic & psychographic information create
audience and use this to create the audience data from their website, social media & a short and concise sentence about who the business is
persona. google analytics. This will help determine the trying to help and serve. Use this prompt: ‘ We
age range, location and gender. help__________ go from __________ to _______________
so that they can ___________’
 When it comes to psychographic information it's essential to use
Add a picture that perfectly matches this type of person so your initiative and fill in some gaps based on the data you & the
the client can easily visualise them. client has collected so far. This may involve making educated
guesses or assumptions.

Segment the
audience and
ensure this
differers from the
previous persona.

If you get stuck use

the ‘Determining
the Target Audience
Checklist’ resource
to help gather more
Add a subheading data on the
summarising this audience.
type of audience
the businesses
helps serve, so it’s
easier for the client
to understand.

This helps sum

up what an
audience
persona is for
the client and
why it’s
important for
busineses to
know theirs.

Use your strategy notes where you and the

client identified their audience / dream Ask the client to send over any statistical Using the demographic & psychographic information create
audience and use this to create the audience data from their website, social media & a short and concise sentence about who the business is
persona. google analytics. This will help determine the trying to help and serve. Use this prompt: ‘ We
age range, location and gender. help__________ go from __________ to _______________
so that they can ___________’
 When it comes to psychographic information it's essential to use
Add a picture that perfectly matches this type of person so your initiative and fill in some gaps based on the data you & the
the client can easily visualise them. client has collected so far. This may involve making educated
guesses or assumptions.

Segment the
audience and
ensure this
differers from the
previous persona.

If you get stuck use

the ‘Determining
the Target Audience
Checklist’ resource
to help gather more
Add a subheading data on the
summarising this audience.
type of audience
the businesses
helps serve, so it’s
easier for the client
to understand.

This helps sum

up what an
audience
persona is for
the client and
why it’s
important for
busineses to
know theirs.

Use your strategy notes where you and the

client identified their audience / dream Ask the client to send over any statistical Using the demographic & psychographic information create
audience and use this to create the audience data from their website, social media & a short and concise sentence about who the business is
persona. google analytics. This will help determine the trying to help and serve. Use this prompt: ‘ We
age range, location and gender. help__________ go from __________ to _______________
so that they can ___________’
 Because you know their problems you can
Pick the main obstacles their audience provide easy solutions that the business can
faces (go back to the audience persona provide in order to help their audience and
pages & strategy call notes from the client). convert them into paying customers.

These can be
completely new
ideas and
suggestions for
their business!
This helps sum
up the
importance of
knowing their
audience
frustrations to
the client.
Create a box for each audience persona. Awareness: Write down what the Consideration: Write down Purchase: Write down what the Retention: Write down what the
For each segmented audience you need to business needs to be doing at this stage what the business needs to be business needs to be doing when the business needs to be doing
create a buyer journey that consists of 4 to cater towards the needs of this doing when the audience is audience is ready to purchase. How post-purchase. How can they turn
stages: Awareness, Consideration, audience. (use strategy call notes & weighing up their options. can they make the process smoother? this customer into a loyal one? What
Purchase and Retention. problems and solutions page). What incentive can they add? can they offer?

The buyer journey was discussed on The buyer journey will vary for each
the stratgey call with your client, but segmented audience but there may
this is your time to optimise it and be a crossover too.
offer new solutions that will help.
 Make sure to
adjust the copy
to fit your brands
tone of voice!

This helps the client understand what competitor analysis

is and why they it’s important to their business.
 Pick the top 3 competitors to study and
analyse thoroughly. Write the name of
each competitor at the top.

Once you’ve
completed the
Add the competitors competitor analysis
visual identity so the write down the
client can refer common trends you
back to the visuals seeing amongst
when reading the them all and within
analysis. the industry.

Reference the notes

you made in the
competitor analysis
resource, and pick
out their main
strengths (visuals,
messaging,
presence etc.) Write down any
ideas going forward
after studying the
competitors, so the
client can better
Reference the notes understand your
you made in the thoughts.
competitor analysis
resource, and pick
out their main
weaknesses
(visuals, messaging,
presence etc.)
 Take information from the competitor
analysis section and the brand
foundations in order to identify their USP. Take insights from the audience struggles
This could be their mission, purpose, as well as findings from the competitor
products, pricing etc. analysis in order to give your expertise.

Talk about their USP

and their new
startegy when it
comes to attracting
their ideal audience
(take insights form
the audience
persona pages)

After conducting
competitor analysis
and analysing the
industry, you will
have insights into
what they may be
failing to do as a
brand. This will help
position your client's
brand in the best
possible way and
provide them with
ideas for moving
forward.

Go back to the audience's problems and solutions,

as well as the competitor analysis, to identify what From the competitor analysis findings, you can
the competition is doing better. This will help us make decisions on what to is being oversued
understand why people choose to buy their and what to avoid in the industry. (colours,
products over those of our clients. fonts, messaging, photography etc).
 Make sure to
adjust the copy
to fit your brands
tone of voice!

This helps the client understand the importance of

identifying their brand personality and voice.
The goal is to hit the extremes for a few different
traits so we can get a clear picture of what the
brand is all about. This will guide you in both what
to avoid and what to embrace when designing
and communicating the brand.

Always replace
specific words
to align more
closely with your
client's industry,
tailoring it to
better suit their
brand.

Use the information you've gathered about the brand to Move the circle to slide from one extreme
highlight its personality. Refer back to the brand foundations, to the other to clearly showcase the
audience and competitor research to determine how the brand personality.
brand's personality can both attract the right audience and
make it stand out.
Make sure the brand voice is: Give clear examples and guides for the Give clear examples and guides for the
1. Authentic - It should reflect the brand's values, personality, and mission. Write more information about client to follow to use them correctly. client to follow of what not to do. Write
2. Consistent - It should be consistent with the visuals across all touchpoints what the tone of voice is and how Write ‘use words/phrases like’ and then ‘don’t use words/phrases like’ and then
3. Audience focused - It should reflect the needs and wants of the audience. it fits in with the their business. give them exact examples to follow. give them exact examples to follow.

Providing the do's

and don'ts for their
brand voice
ensures they can
put their it into
action with ease
and maintain a
consistent voice.

To uncover the brand voice do 3 things: If you get stuck on picking the tone of
1. Look over the brand foundations pages (what does the brand stand for and how can this be voice, use the brand voice resource!
communicated?)
2. Who are they trying to target and what type of voice/messaging would attract them?
3. What are their competitors doing/not doing? Can the brand use a certain tone of voice that’s different?
 Make sure to
adjust the copy
to fit your brands
tone of voice!

This helps the client understand what mood

boards are and their importance.
 Use a mix of design elements, so that it feels The mood board should include the following
balanced. Avoid overcrowding by spacing elements: Packaging, Typography/logo, Illustrations.
out the different assets. For example, never Colours & Photography. Ensure the mood board
place two logos or photographs next to each features different design elements taken from the
other. This will help create a harmonious look! design solutions to ensure it’s driven with strategy.

Add annotations
with context and
explanations
because clients
In the overview may not
write about the understand your
direction and what vision or how the
the difference is selected elements
between mood will contribute to
board one and the overall design.
mood board two.

Use the
transparency panel
Write concise to experiment with
descriptions about blending modes to
the 3 design change the colour of
elements: images so they fit in
1. typography with the proposed
2. colour palette colour palette. This
3. illustrations helps makes the
mood board look
cohesive.

This disclaimer
makes the client
aware about the
colour palette at
this stage.
Increase the size of the design element inside Include a rough colour palette direction. The colours chosen at
the box. By capturing only a portion of the this stage may not be the exact colours and you may end up
image, you can simplify the design, make it using fewer colours. However, establishing a clear colour
more impactful & highlight important direction is crucial to avoid presenting colours that the client is
sections of the design element. not aware of, which can lead to confusion and possibly more
revisions later on in the design stage.
 Use a mix of design elements, so that it feels The mood board should include the following
balanced. Avoid overcrowding by spacing elements: Packaging, Typography/logo, Illustrations.
out the different assets. For example, never Colours & Photography. Ensure the mood board
place two logos or photographs next to each features different design elements taken from the
other. This will help create a harmonious look! design solutions to ensure it’s driven with strategy.

Add annotations
with context and
explanations
because clients
In the overview may not
write about the understand your
direction and what vision or how the
the difference is selected elements
between mood will contribute to
board one and the overall design.
mood board two.

Use the
transparency panel
Write concise to experiment with
descriptions about blending modes to
the 3 design change the colour of
elements: images so they fit in
1. typography with the proposed
2. colour palette colour palette. This
3. illustrations helps makes the
mood board look
cohesive.

This disclaimer
makes the client
aware about the
colour palette at
this stage.
Increase the size of the design element inside Include a rough colour palette direction. The colours chosen at
the box. By capturing only a portion of the this stage may not be the exact colours and you may end up
image, you can simplify the design, make it using fewer colours. However, establishing a clear colour
more impactful & highlight important direction is crucial to avoid presenting colours that the client is
sections of the design element. not aware of, which can lead to confusion and possibly more
revisions later on in the design stage.
Adjust the tone of
voice to suit your
brand, along
with how many
days you give the
client to provide
feedback.

Adding a next
steps section
makes it really
easy for the
client to know
what to do next.