This kit will help determine how you communicate with your audience.

For many years, I believed that we would forever be relegated to just designing the visuals for a campaign.

As a designer, I thought that only writers could craft clever words that would breathe life into the images we made. All of that changed when I learned how to ask the right questions to draw out real insights.

This kit is the by-product of countless brand strategy meetings, research, and experimentation. It's meant to help you go beyond the visual identity of your brand and establish its one-of-a-kind voice.

Using the four key prompts in this kit—What, How, Who and Why—you'll learn how to determine the look/feel, tone/voice, the customer or tribe you serve, and the value proposition for the brand.

Once you tap into your 'why,' you'll create a brand that's inviting, charismatic, and relatable. After all, people don’t buy what you do, they buy why you do it.