Briefing
Powered by SWT&Co Lab®Hi, it’s time to get to know each other better and align expectations for the project.
Grab a coffee, get comfortable and answer as if you were talking to us. Short, honest answers help more than polished ones. It takes 12 to 20 minutes, only fields marked * are required and your draft saves automatically.
If you’d rather, we can fill it in with you.
01About you
Let’s start with the basics, so we know who we’re talking to.
Not having one yet is normal. We’ll sort it out together.
Choose the closest match.
02The business
What you sell, who you sell it to and where you want to go.
What it is, how it works, price range, how customers buy it.
Don’t overthink it. You can change it later.
The belief that justifies the brand’s existence.
Where do you want to be in 3 to 5 years?
Imagine it all worked out. What’s happening?
03Your customers
A brand only exists in someone’s head. Let’s describe that person.
Age, interests, routine, what they want and what bothers them.
In their words, not yours.
04Market
Who’s playing the same game and what makes you different.
Name and link or @. Just one is fine.
Price, origin, process, tone of voice, service, ingredients…
And what exactly you admire about each one.
05Personality
If the brand were a person, what would they be like at a party?
Choose up to 5.
0 of 5 selected
Just one. You can make it up.
Choose up to 4.
0 of 4 selected
Drag the slider. Anything you don’t touch is left out.
The quickest way for us to feel the tone.
Choose up to 3.
0 of 3 selected
06Visual
The fun part. You don’t need to know what things are called, just react.
Choose up to 6. These are our projects: look at the mood of the image, not the product.
0 of 6 selected
Tap once to love, twice to avoid. It’s a direction, not a decision.
Outline = love · Crossed out = avoid
Choose up to 3.
0 of 3 selected
Category clichés, colors, feelings, brands you don’t want to resemble.
07The project
The practical side: what needs to get done, by when and with whom.
Select everything you have in mind.
The one that would unblock the business the most.
Names and roles. The more people involved, the longer approvals take.
08References
A picture is worth a thousand adjectives.
Pinterest, Instagram, Drive, websites, videos. One per line. For large files, send a Drive or Dropbox link.
What do you like about each one?
Fears, dreams, behind-the-scenes stories, restrictions.
JPG, PNG, WebP, GIF or PDF, up to 20 MB each, 10 files at most. They aren’t kept in the draft: if you close the page, attach them again.
09Review and submit
Your answers will only be used by the Sweety&Co. team for this project.
10 required fields left to answer