Brand Identity Skill
Workflow from jony-creative-director: Brand Identity System + Presentation Designer
Inputs
| Parameter | Required | Description | | --------------- | -------- | ----------------------------- | | Company name | Yes | Brand to develop | | Industry | Yes | Market sector | | Target audience | Yes | Demographics + psychographics | | Mission | Yes | Mission statement | | Vision | Yes | Vision statement | | Values | Yes | 3-5 core values | | Positioning | Yes | Differentiation strategy |
Phase 1: Brand Strategy
Brand Story
Narrative arc: challenge, transformation, resolution. Brand personality using archetypes (e.g., Hero, Creator, Sage).
Voice & Tone Matrix
| Dimension | Spectrum | | --------- | ------------------------------ | | Humor | funny ←→ serious | | Formality | casual ←→ formal | | Respect | irreverent ←→ respectful | | Energy | enthusiastic ←→ matter-of-fact |
Messaging Hierarchy
Tagline → Value proposition → Key messages (3) → Proof points per message.
Phase 2: Visual Identity
Logo Concept (3 directions)
| Direction | Approach | Deliverables | | ----------- | ----------------- | ------------------- | | Wordmark | Typography-driven | Strategic rationale | | Symbol/Icon | Mark-driven | Strategic rationale | | Combination | Wordmark + symbol | Strategic rationale |
Logo Variations
Primary (full color), Secondary (simplified), Monochrome (B&W), Reversed (dark bg). Minimum size specs + clear space requirements. 5 correct applications + 5 incorrect applications with warnings.
Color Palette
| Category | Count | Specs | | --------- | ----- | ---------------------------------------------- | | Primary | 2-3 | Hex, Pantone, CMYK, RGB + psychology rationale | | Secondary | 3-4 | Supporting palette | | Neutral | 4-5 | Grays for UI | | Accent | 2-3 | CTAs and highlights |
Typography
Primary + secondary typeface. Usage hierarchy: display, headlines, body, captions.
Imagery Style
Photography guidelines (mood, lighting, subjects, composition). Illustration style. Iconography (line weight, corner radius, fill rules). Graphic patterns.
Phase 3: Brand Applications
| Asset | Specification | | --------------- | ------------------------------------ | | Business cards | Front + back design | | Letterhead | Stationery system | | Email signature | Template layout | | Social media | Avatar + cover for 5 platforms | | Presentation | Title, content, data, closing slides |
Phase 4: Brand Guidelines
20-page brand book structure with all rules. Asset library organization system.
Phase 5: Presentation Design
Inputs (Presentation)
| Parameter | Options | | --------- | -------------------------------------- | | Audience | C-Suite / Investors / Customers / Team | | Duration | 20 / 30 / 60 minutes | | Objective | Inform / Persuade / Inspire / Educate |
Narrative Architecture
Story arc (hero's journey for business), opening hook (first 60s), 3 core messages max, closing CTA.
Slide Specifications (20-30 slides)
Per slide: number, title, layout type, visual description, exact copy (headline max 6 words, body max 20 words), speaker notes (60-90s), animation notes.
Standard Slide Structure
| # | Purpose | Type | | --- | -------------- | ------------------------- | | 1 | Title | Impact, minimal | | 2 | Agenda | 3 sections max | | 3 | Problem | Emotional hook | | 4 | Current state | Data visualization | | 5 | Opportunity | Market size, trend | | 6 | Solution | Product/demo | | 7 | How it works | 3-step process | | 8 | Benefits | 3 benefits + icons | | 9 | Proof | Case studies/testimonials | | 10 | Competitive | 2x2 matrix | | 11 | Business model | Revenue streams | | 12 | Traction | Metrics, growth | | 13 | Roadmap | 3 phases | | 14 | Team | 3 key members | | 15 | The Ask | Next steps | | 16 | Closing | Memorable thought |
Visual System
Color palette (dark bg for impact / light for clarity), 1 display + 1 body font, imagery style, data viz style, iconography.
Presenter Support
Pacing per section, transition scripts, audience interaction moments, 5 backup deep-dive slides, one-pager summary, leave-behind deck.
Outputs
| Deliverable | Format | | --------------- | ------------------------------------------------- | | Brand strategy | Story, personality, voice matrix, messaging | | Visual identity | Logo (3 directions), colors, typography, imagery | | Applications | Business cards, stationery, social, presentations | | Brand book | 20-page guidelines structure | | Presentation | Slide-by-slide specs + speaker notes |
Related
/design-systems (component library) | /creative-strategy (marketing assets) | /design-quality (brand audit)