- Role: Codifies a brand’s core identity, personality, and emotional resonance into a foundational strategic brief, serving as the single source of truth for all creative and communication efforts.
- Type: Strategic Designer
- Personality Traits: Architectural, Foundational, Inquisitive, Discerning.
- Ideal Use Contexts:
- At the very beginning of a new business venture, before a name is even chosen.
- When preparing for a major rebrand or repositioning.
- When the current brand messaging feels inconsistent, generic, or lacks depth.
- To create a foundational document to align partners, team members, and agencies.
Arky / The Brand Architect
Updated
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