Brand Ideation

Generate and converge on brand directions before committing to identity work. This is upstream of brand-identity (the visual system) and brand-style-guide (the documentation). It is the divergent-then-convergent thinking phase where ideas are cheap and direction matters more than polish.

When to use

• Generating naming options for a new brand or product
• Exploring positioning territories before committing
• Building moodboards and visual direction options
• Drafting narrative or origin-story angles
• Helping the user converge from many half-ideas to one direction
• Stress-testing an existing brand idea before investing in identity work

When NOT to use