Documentation Index
Fetch the complete documentation index at: https://docs.oasecreative.nl/llms.txt
Use this file to discover all available pages before exploring further.
Overview
This playbook describes the complete internal process for creating a Brandbook at Oase Creative. The Brandbook forms the visual and strategic foundation of a brand. Because not every client books a full Brand Discovery, there are two entry routes:- Route A — With Brand Discovery
- Route B — Without Brand Discovery (only intake form via Slack)
Step 1: Determine Entry Route
Route A — Brand Discovery has been executed
Use the following documents:- Stylescapes (approved)
- Discovery report
- Target audience analysis
- Brand personality
- Tone of voice findings
- Strategic insights
Checkpoints
- Are all stylescapes approved?
- Are all strategic components filled in?
- Have revisions from the presentation been processed?
- Are all files accessible in Google Drive?
Route B — No Brand Discovery (only intake form)
For some assignments, the client only provides the submitted Branding Intake Form. This form arrives via Slack.Step 1B.1 — Check the intake form
Check if the form contains the following information:- Company name + short description
- Target audience
- Competitors
- Color preferences
- Style preferences (modern, minimalist, playful, luxury…)
- Tone of voice preference
- Uploads (logos, moodboards, references)
Step 1B.2 — Mini-Discovery Questionnaire (for limited information)
Use this questionnaire in a short video call or via email:Mini-Discovery questionnaire
- Describe your brand in 3 words.
- What should the customer feel when seeing your brand?
- What should the brand definitely not convey?
- What makes your product or service unique?
- What is your most important message?
- Name examples of styles you find beautiful.
- Are there brands you draw inspiration from?
- What will you mainly use the branding for? (print, packaging, social, website)
Purpose of the mini-discovery
- Determine direction without a full session
- Align expectations
- Concretize visual preferences
Step 2: Internal & External Planning
Communication to client
Send an email with:- Start confirmation Brandbook journey
- Planning + revision moments
- Overview of required files (if not yet received)
- Expectations regarding delivery formats
Internal planning
- Sprint 1 — Logo concepts
- Sprint 2 — Visual identity
- Sprint 3 — Brandbook structure
- Sprint 4 — Revision rounds
- Sprint 5 — Final delivery
Step 3: Logo Development
Logo Design Steps
- Analysis (Discovery / Intake Form)
- Create moodboard(s)
- Sketch phase (3–5 directions)
- Digital execution in Illustrator
- Determine color systems
- Logo grid and proportions
- Build variations:
- Primary logo
- Secondary logo
- Icon
- Horizontal / vertical
- Monochrome versions
Delivery formats
- .AI
- .EPS
- .SVG
- .PNG (transparent)
- .JPG
Step 4: Typography
Components to determine
- Title typography
- Body typography
- Accent typography
- Use of capitals
- Weight & style (Regular, Bold, Light, Italic)
- Guidelines for letter-spacing and line-height
Test moments
- Readability on mobile
- Readability on desktop
- Readability on print
Step 5: Color Palette
Structure of the color palette
- 1 primary color
- 2 secondary colors
- 3–5 additional tints
- Dark & light variants
Deliverables
- HEX
- RGB
- CMYK
- Color names
Step 6: Visual Style
Part of the visual identity:
- Photo style (studio, lifestyle, warm, cool, 3D, etc.)
- Iconography
- Illustration style
- Patterns & shapes
- Atmosphere & texture
- Layout grids
Step 7: Tone of Voice
Creating the ToV
- Core values → translate to tone
- Words that are used
- Words that are not used
- Writing style (formal, informal, playful, business)
- Spoken vs. written language
Tone of voice examples
- Example sentences
- Social media captions
- Website headings
- Advertisement texts
Step 8: Brandbook Structure
Standard Table of Contents
- Introduction
- Logo + guidelines
- Color palette
- Typography
- Photography guidelines
- Iconography
- Layout & grid systems
- Tone of voice
- Examples & applications
Logo section must contain:
- Primary logo
- Secondary logos
- Construction / grid
- Safety space
- Minimum size
- Incorrect use (don’ts)
Colors section must contain:
- Primary palette
- Secondary palette
- Tertiary colors
- Color examples in use
Layout section must contain:
- Margins
- Grid
- Template examples
- Social media and print templates
Step 9: Present to Client
What you present
- Direction A/B (depending on intake/Discovery)
- Logos + variants
- Color palette
- Typography
- Tone of voice
- Visual style
- Mockups
During the meeting
- Note feedback directly
- Check if expectations align
- Plan revision round(s)
Step 10: Process Revisions
Revision checklist
- Is all feedback completely processed?
- Did an alternative direction need to be created?
- Do stylescapes need to be adjusted?
- Is everything updated in the Brandbook document?
- Is the team informed via Slack?
Step 11: Final Delivery
Delivery folder contains:
- All logos in all formats
- Brandbook (PDF + Figma link)
- Color palette files
- Typography guidelines
- Source files (.AI, .EPS, .SVG)
- Mockup files
- Social media templates (if part of the assignment)
Internal delivery
- Upload to Google Drive
- Slack update in #projects channel
- Short summary of the end result
Best Practices
- Always work in vector.
- Use consistent folder structure.
- Keep grids and margins identical throughout document.
- Test all colors on screen and in print.
- Ensure the tone of voice stays consistent in all examples.
Workflow Summary
- Determine entry route
- Planning & client contact
- Develop logo
- Determine typography
- Create color palette
- Define visual style
- Create tone of voice
- Compile Brandbook
- Give presentation
- Process revisions
- Final delivery
Important: Update team members in Slack at each step.