Strategy
Positioning in one sentence: what we do before any design
If you can't say why you, no logo or campaign will say it for you.
Before we open a design file, we try to finish one sentence: "For [who], we are the only [what] that [why it matters]." It sounds simple. Most brands can't finish it on the first try.
Who, exactly
"Everyone" is not an audience. Families moving up from a 2BHK, parents choosing a first school, professionals with back pain: the narrower the who, the sharper everything after it.
The only, honestly
What can you say that competitors can't? A location, a method, a guarantee, a founder story. If a rival could say the same sentence, keep digging.
Then design follows
Once the sentence is agreed, colours, headlines and ads all have one job: make that idea impossible to miss.