THALIA 

SHAYNA 

DANIELLE 

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You have the concept and idea for your business or project and you’re excited to get started. You may have already taken a few of the initial steps to solidify it, like buying a domain name - or you may still be deciding on the name. No matter where you are, before you can start to pour yourself into the meat of the business, it needs a place to go. It needs to communicate the vibe, the mood the 

This part of the process is about the vibe, the mood, the feel. The culmination of visuals, feelings and intuition. 

the feel of your brand. In this field guide we’ll take your amorphous vision and give it form and shape. 

This is high level 

For th person who wants to move the project forward beautifully. This is not a substitute for a designer, writer, photographer. In fact, you may discover you’d like to bring one of them onto your project. When you do, you’ll be ready with your entire vision. Here, you can say, this is what I want to do. 

This is the culmination of visuals, feelings

This is the texture of your brand

and intuitive pulls to various visuals and styles.

This amorphous internal vision will guide the entire brand.

It's the engine, the chassis and the leather seats.

This is the beginning of the creation of a number of documents that will operate together in concert. I recommend you create a folder just for this exercise and keep all the files together. That allows you to have perspective. Were creating a container for your vision. 

Mood Board Prep

This Field Guide requires you to create a number of moodboards or collages. These can be done in Pinterest, a google doc, Milanote. There are so many. You can find a list of my favorites and their pros/cons here. VISUAL MOOD BOARD // The end goal is something that you can glance at quickly and be reminded, oh yes, I remember who I am. It doesn't need to make literal sense (a

gorgeous toothpaste ad next to photo of a poet alongside a Victorian font), but it needs to

communicate a feeling, a mood, set a tone.

Kickoff Vibe Worksheet

Take a deep breath, clear your mind. Envision yourself actively doing the things you’re excited to do with your new business. List all the words that come to you when envision your  interactions with others, the feelings you have when you’re in your space - whether physical or digital. Think about the people you’re serving, teaching, selling to. How do they feel when they interact with your business? These words are your core why words. The foundational pieces. Fundamentals. 

The Company You Keep Exercise / Landscape 

Now we’ll look at the other brands, publications, people you’re drawn to and would like to be considered a peer of. What are you drawn to? Who do you want to be associated with?

What brands feel most aligned with yours?

What do the these brands have in common? Visuals, voice, a combo? 

Snag visuals for each of these and place them together either in a document or Pinterest board. (Link to moldboard apps and ideas) 

Copy and Messaging 

• This is about a collection of words and phrases, not straight copy

• Imagine you’re creating a guide for someone who is going to speak

for your brand.

• What style does your brand use? Chatty? Formal? Gen Z?

Sophisticated? Childlike?

• Looking to the three brands above and the mood board will help.

Finding Patterns, Throughlines and Resonant Themes

Logos, Images and Graphic Elements

This stage is where a lot of people get hung up and intimidated. Understandably, but there are ways to stay focused and get yourself to a point where the vision is taking shape. Many people end up hiring a designer at some point during this point. The good news is, you have direction, references for them. You don’t need a full rebrand, just a bit of graphic expertise to step in quickly. . 

Fonts: 

Before worrying about a logo for your brand, find fonts that fit right into the universe you’ve been divining. Fonts can say so much about your entire brand. 

Note: Most brands have two fonts (sometimes 3-4, but easier to stick with two), their logo font and then a secondary font that is used for a tagline or content on the website. 

Go through Canva or a Google Fonts or any other number of foundries and find your favorites. Note: If you find a font you love in a foundry or on Creative market (include links to these resources) keep in mind you’ll have to purchase it, download it and then upload it to whatever software you’re using to create your brand (like Canva or Photoshop). It’s easier than you think and you only need to do it once.

Font Resources ->

Logos:

A few rules for logos that are good to keep in mind:

- look at it in varying sizes 

- make sure it’s legible and beautiful in black and white 

- do a google image search to see if it’s being used as a logo elsewhere 

- be sure to get the rights to the file you’re using

- don’t take anyone’s work 

- consider it in a number of scenarios (list them)

- don’t choose anything too cute or trendy

- ensure it’s legible (of course there are caveats here if that’s part of your brand vibe)

Icon Resources ->

Reference Test

When you find logos and fonts you like, refer back to your original moldboards and see if they fit - do they make sense? Are you on track or veering away from the original vision a bit?

Color

- why it’s so important

- links to color resources / palette creation apps

- if you’re having trouble, look to colors that are already in harmony 

Elements and Photography:

- some of you will use photography as your graphic elements. Photos will set the tone, tell the story, set the expectations. 

- for others you will want to have a few graphic elements or rules to contain the brand. These can be textures, illustrations, tiny icons. 

Resources for these  ->

Photography resources ->

When all of these pieces begin to come together, so is your branding. 

What’s Included in the Field Guide

• Brand Orientation & Container Setup

  • Guidance on creating a dedicated folder/container for your brand vision

  • Framing the brand as a living system rather than isolated assets

  • Establishing perspective by keeping all materials in one place

• Vibe & Vision Foundation

  • Clarifying the vibe, mood, feel, and emotional texture of your brand

  • Translating an amorphous internal vision into a clear creative direction

  • Understanding your brand as the “engine, chassis, and leather seats”

• Mood Board Prep

  • Instructions for creating visual mood boards or collages

  • Platform suggestions (Pinterest, Google Docs, Milanote, etc.) with pros/cons

  • Guidance on choosing visuals that communicate feeling over literal meaning

  • Emphasis on creating a board you can glance at and instantly reconnect with

• Kickoff Vibe Worksheet

  • Guided visualization exercise to imagine yourself actively doing the work

  • Word collection around:

    • How you feel in your business

    • How others feel when interacting with it

    • The environment (physical or digital) you’re creating

  • Identification of “core why words” and foundational brand language

• The Company You Keep / Landscape Exercise

  • Identifying brands, publications, and people you admire

  • Clarifying who you want to be a peer of

  • Exploring shared qualities (visuals, voice, tone, values)

  • Collecting and grouping reference visuals for comparison

• Copy & Messaging Foundations

  • Developing a collection of words, phrases, and language patterns

  • Defining brand voice (e.g. chatty, formal, sophisticated, playful)

  • Creating a reference guide for anyone who may speak for the brand

  • Using mood boards and peer brands to inform tone and style

• Pattern & Theme Discovery

  • Identifying recurring visual, verbal, and emotional throughlines

  • Naming resonant themes that anchor the brand

• Logos, Images & Graphic Elements Overview

  • Reframing this stage as directional, not intimidating

  • Preparing clear references for potential designers

  • Understanding when you need light graphic support vs. a full rebrand

• Fonts Exploration

  • Guidance on selecting fonts that fit your brand universe

  • Understanding primary vs. secondary fonts

  • Tips for using Google Fonts, Canva, foundries, and Creative Market

  • Notes on purchasing, downloading, and uploading fonts

  • Curated font resource list

• Logo Guidelines

  • Practical rules for evaluating logos:

    • Legibility at multiple sizes

    • Black-and-white performance

    • Originality checks

    • Usage rights and ownership

    • Avoiding trends and “over-cute” choices

    • Testing across real-world scenarios

  • Icon resource recommendations

• Reference Test

  • Checking logos and fonts against original mood boards

  • Ensuring alignment with the initial vision

  • Identifying when choices drift off-course

• Color Exploration

  • Why color matters in brand perception

  • Tools and resources for palette creation

  • Tips for pulling harmonious colors from existing visuals

• Elements & Photography

  • Using photography as a primary brand element

  • Setting tone, story, and expectations through imagery

  • Exploring graphic elements like textures, illustrations, and icons

  • Curated resources for photography and visual elements

• Brand Integration Moment

  • Understanding branding as the moment when all pieces begin working together

  • Recognizing when your brand system starts to feel cohesive and alive