1.1 Project Alignment

• Establish project objectives, priorities, and timelines

• Align on key stakeholders, communication structure, and decision-making process

• Review early concepts, inspiration, and foundational materials

1.2 Founder Session

• Explore the vision, ambition, and long-term goals behind the brand

• Discuss the intended customer experience and market perception

• Identify opportunities to create distinction within the category

1.3 Brand Discovery

• Define the emotional and cultural identity of the brand

• Explore audience behaviors, expectations, and lifestyle alignment

• Discuss positioning, competitive landscape, and differentiation opportunities

• Establish foundational brand attributes, tone, and experience goals

1.4 Audience & Market Insights

• Evaluate relevant market trends and emerging cultural behaviors

• Identify audience motivations, desires, and decision drivers

• Explore whitespace opportunities within the competitive landscape

1.5 Competitive Landscape Review

• Analyze direct and indirect competitors

• Evaluate positioning strategies, visual language, and guest perception

• Identify opportunities for meaningful differentiation and long-term relevance

1.6 Experience Visioning

• Explore how the brand should feel across physical and digital touchpoints

• Define key moments within the customer/guest experience

• Identify opportunities to create memorable and recognizable brand interactions

1.7 Findings & Direction

• Synthesize key insights and strategic opportunities

• Establish foundational direction for positioning, identity, and launch

• Align on the overall vision moving into Strategy and Identity development