Jamie asked: "anyone got good exercises for evolving your brand (and in particular visual identity) in-house? Did I remember you (Tom & Corissa) mentioning an exercise like clustering examples into "we want to be more like this" vs "we want to be less like that"?"

So we wanted to give the exercise we designed its own special episode.

Time and again, we saw projects get in a pickle when people tried to choose adjectives to define things like brand qualities, tone of voice, product principles or corporate values.

This kind of ambiguous, subjective stuff is impossible to define perfectly with words, especially upfront.

You could choose to work with a grizzled expert who can read between the lines of what you're saying to intuit what you really want.

But if you're on a shoestring and want to figure out this kind of thing with your team, then the exercise we share in this episode is for you.

Here's simplified instructions on a card: https://www.dropbox.com/scl/fi/2rjpbrj1vqklcfc8glgw8/Sense-2D-Comparison-Back.png?rlkey=71v3muppoho2pnac2v9b9luim&dl=0

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