The Read
A short study of where the business actually sits. What you sell, who else sells it, and what a buyer sees when they put you next to the alternatives.
In development. Ask what the current scope covers.Who it is for
Founders who know the business cold but have never had its position written down. Companies whose category filled up while they were busy working.
The problem it solves
Most sites get designed before anyone decides what the company is claiming. The result looks fine and says nothing in particular. I settle the claim first so every later decision has something to answer to.
What I do
- 01Interview you about the work, the clients you want more of, and the ones you would rather stop attracting.
- 02Open the competitors a buyer would actually find, and write down what each one leads with.
- 03Find the claim you can make honestly that the others cannot.
- 04Put the position in plain language, short enough to hold in your head.
What you end up with
- A written position covering who it is for, what it does, and why it is different.
- A competitive map of who leads with what.
- The message hierarchy the site and the outreach both follow.
01Also in Brand & Strategy
- Naming SystemsNames for the company, the products, and everything under them.
- Visual IdentityThe mark, the lockups, and the world the brand lives in.
- The SpecificationThe identity written down as rules, not as a picture.
- Setting the VoiceMessage hierarchy and tone. The brand in words.