Brand Foundation¶
Read the relevant foundation doc before any product, copy, photo, or partnership decision. On conflict, the foundation wins.
- Customer research
- Target ICP — the cornerstone; every brand decision descends from it
- Reference lenses (hq repo only):
business/CUSTOMER_RESEARCH.html— median market, context not directives ·business/CUSTOMER_RESEARCH_LUXURY.html— luxury overshoot, not the ICP
- Brand voice
- Brand Voice — five pillars, word lists, before/after examples per channel
- Visual system
- Color Palette (R2)
- Art Direction — creative guide
- Decision record — R2 supersedes R1
- Consolidated visual-system doc: backlog
- Positioning & product principles — no separate docs
- Comp set + differentiation: Target ICP
- SKU rules: Business Strategy
- Decision record — Coordination, not matching
Read first¶
| Doing | Read |
|---|---|
| Launching a SKU | Target ICP — pain points, comp set |
| Customer-facing copy | Brand Voice |
| Approving a shoot | Art Direction |
| Hotel partnership | Target ICP, then the Hotel Shortlist |
| Creator outreach | Target ICP, then the Creator Seeding List |
| Onboarding someone | This section, in order |
Foundation docs change rarely and deliberately — add a one-line "what changed" note at the top when one does.
Last updated by Trevor McCormick at 2026-07-09 08:04