Charleston Hall IQ — Bullfish Media

BEFORE WE BEGIN A DESIGN
There are certain questions we like to ask a client prior to beginning the logo design process. It may seem like a long list but it is helps us to know what our client needs and expects from their finished logo/branding. It also helps to clarify our client’s vision for their business branding.

one | BUSINESS I.Q

Name

First Name

Last Name

Email Address

In a few words, please describe Charleston Hall.

When is the last time you bragged about this concept?

What did you say and to whom?

What type of business(es) will most likely be competitors?

Which of your competitors draws the most concern and why?

How do you want your competitors to feel toward you and your brand?

Could someone with similar resources replicate your company?

How much thought/effort do you put into making sure this does not occur?

To what “problem” is Charleston Hall the answer?

Describe your ideal tenant (be as detailed as possible.)

What is the primary factor that will draw tenants/customers to this building?

What is the primary factor that will keep them coming back?

What are two short-term goals for the building?

Name two long-term goals for the building.

What is the primary factor that will keep customers coming back?

As a culinary professional, why do I want to be a part of this?

As an artist, why do I want to be a part of this?

Explain the process for acquiring and retaining artists and artisans to Charleston Hall.

two | the FOUNDER

Do you truly believe you’ve created something special?

If you had to brag about yourself, what would you say?

What is will be Charleston’s reputation in the market?

How does this make you feel?

Describe your personal strategy for maintaining your desired reputation.

What two skills are absolutely necessary to do your job successfully?

What is your professional/educational background (formal/informal)?

How much of a role will your previous career play in this venture?

Describe your interest in ice cream?

What do you love/dislike about the industry?

What’s the most important lesson you’ve learned as a professional?

What is your secret weapon as a professional?

Describe a time you screwed up, and learned an important lesson in the process.

What about this process scares the shit out of you?

three | BRAND shrink

Describe your building's style.

How much thought have you given to the brand of this company?

How important do you think brand identity is for your purposes?

Do you believe strong branding speaks to a select group?

To whom will this brand speak to? Be specific

Excluding the obvious (artwork + food) describe some elements that will be included to speak to your desired group.

Will Charleston Hall have a slogan or tagline? Why or why not?

What is the first word that comes to mind when describing this building?

You mentioned providing opportunities to up and coming talent. How will you ensure quality control?

Name a few positions a Charleston Hall employee might hold.

Choose two of the above positions and describe the individuals and their appearance. (Be as detailed as possible.)

Is there anything truly authentic or unique about this concept?

What images come to mind when you think about your brand?

FOUR | Look + FEEL

In your own words, describe your vision of the finished design and its effects.

What about your description makes you confident in the desired effect?

Can you identify any particular trends in your market pertaining to advertising? (This can be color, language, etc.)

What is your preferred method of messaging to your customers and why?

Digital

Tangible

Video (see/hear)

Textual (read)

What is your timeline?

How willing are you to leave your comfort zone in search of a stronger public image?

Give two examples of brands you feel are strong and why.

Give two examples of websites you like.