Audit & scoping
A review of what exists: brand, website, content, tools, data and competition. Then project scoping: scope, priorities, budget and schedule.
DeliverableScoping document, roadmap and measurable objectives (KPIs)
Strategy
Brand strategy and project scoping: set the course before mapping the route.
Before a brand platform, a visual identity, a website, an app or a business tool, there are questions: who are we talking to, what do we want to change, how will we know it’s working? Strategy answers them, so that every decision rests on more than a hunch.
A clear, shared direction, before the first mock-up.
The challenge
Below the surface, everything is decided.
A logo, a website or a web app can’t make up for a fuzzy project. Without a framework, every decision is made case by case: work gets redone, people hesitate, the budget stretches.
Strategy lays this groundwork before any design begins: who the project is for, what it must deliver, and how we’ll know it works. It is the root of the ecosystem: it then feeds the brand, the content, the tools, the website and the visibility.
What we do
Four workstreams to lay the foundations.
Positioning
Defining who you exist for, what you bring and what sets you apart. It is the bedrock of the brand, the messaging and the visual identity.
DeliverablePositioning platform
Customer journeys
Mapping your customers’ steps, from discovery to getting in touch, and spotting the friction points the website or tools need to remove.
DeliverablePersonas and journey map
Product scoping & MVP
For a web app or a business tool: priority features, key journeys and a first scope to build, test and then grow.
DeliverablePrioritised backlog and MVP scope
The process
From listening to roadmap.
- 01
Listen
Interviews with you and your teams: ambitions, constraints, resources.
- 02
Analyse
What exists, the market, competitors, data: what works and what holds things back.
- 03
Decide
A workshop to weigh up the options and set priorities together.
- 04
Hand over
The scoping document is delivered and presented; it guides all the branches that follow.
ToolsNotionFigmaPerplexityClaude
Case study
Argéo: six missions, one clear path.
- 01The need
Six technical missions (G1 studies under the ELAN Act, stormwater management, off-mains sanitation, contaminated soils, development permits, de-sealing) and very different audiences, from homeowners to local authorities.
- 02Our response
Missions grouped by need, each with its own page, a method told in six steps and a path that leads to a free quote or a call-back.
- 03The result
Every visitor finds their mission in one click, and every page ends with a way to get in touch.
FAQ
Questions about strategy.
Why start a project with brand strategy?
Every design choice depends on an objective. Without strategy or scoping, a logo or a website can look great and still miss its target. Brand strategy sets what steers every decision that follows.
What do the audit and project scoping involve?
The audit analyses what already exists: website, brand, content, tools, data, customers and competition. Scoping then sets the objectives, priorities and budget. The client receives a scoping document that serves as a roadmap.
What is brand positioning?
It is the place a brand wants to hold in its customers’ minds: who it speaks to, what it brings, what sets it apart from its competitors. It is formalised in the brand platform (mission, vision, values, promise, tone) and then guides all the branding: visual identity, content, website, app.
How do you set measurable objectives (KPIs)?
Ambitions are translated into performance indicators tracked over time: contact requests, Google rankings, online sales, time saved thanks to a business tool. These KPIs are then monitored in a management dashboard linked to the company’s data (database, CRM, ERP) to measure each branch.
Can strategy be commissioned on its own?
Yes. The scoping document belongs to the client, who can then hand it over to their own teams or to other providers.