Half

Phase One

Phase One

 
NAME EXPLORATION
Where does it mean? Where does it come from? Why did you choose it?
Our job at Half is to help you make sure your name is resonating with the people you are trying to reach. Part of choosing a great identity often involves entertaining other names that might resonate more with your target audience.
Is your company open to further exploration of the company name?
IDENTITY ATTITUDE
Relationship to your Industry *
Relationship to your Industry
We are rebellious. We want to look radically different from our industry, even if it means ignoring some traditions. (e.g. MTV)
We are traditional. We want to do things in accordance with convention to fit in our industry. (e.g. Toyota)
How do you appear to consumers? *
How do you appear to consumers?
We are accessible. We want all people to feel like they can do business with us/afford us. (e.g. CVS)
We are elevated. We want people to appear as a brand for more of a select market. We want to be the brand people save up for. (e.g. Tesla)
How do you balance work and play? *
How do you balance work and play?
We are a serious brand, more work than play. We should communicate in terms of formal business, even if it can mean being a little hands-off. It is important that we communicate "serious business." (e.g. Chase Bank)
We are a fun brand, appearing more playful than work-oriented. Even if business is happening, we still need to seem human and fun. This happens through humor and playful visual language. (e.g. Geico)
How do you present yourself over the years? *
How do you present yourself over the years?
We are all about what is "now." We pay attention to and keep up with the latest trends, even if it means updating our brand more often. (e.g. Urban Outfitters)
We are timeless. What we do/offer will not look dramatically different in five years, so neither should our identity. (e.g. Coca Cola)
FURTHER QUESTIONS
If you don't have a "mission statement" that's okay! Just roughly tell us what your company's purpose is.
Be descriptive! Just to clarify, we are asking about the brand you want to create. Not the one you currently have.
If so, describe them here.
This often involves gender, age, socio-economics, etc. It's better to be descriptive!