Client Intake — Misty McAfee

01

The Basics

Your Name

Business Name

Email

Website (if you have one)

Project Scope (check all that apply)

Full website design Landing page only Instagram aesthetic & templates Substack design Email newsletter template Brand style guide Logo or brand mark Other — I'll explain below

02

The Brand in Plain Language

Three words that describe your brand (not what you want — what it actually is)

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What do you want someone to feel within the first five seconds of landing on your page?

Who are you trying to reach? (age, interests, where they spend time online)

Who are you not trying to reach? (This matters as much as the above.)

03

Visual Direction

Existing brand colors (hex codes preferred — leave blank if starting fresh)

If no brand colors yet, which direction feels closest?

Neutral & editorial — whites, creams, soft grays Bold & high contrast — black, deep tones, saturated Warm & organic — earthy tones, terracotta, olive Cool & minimal — blues, slate, muted palettes Bright & expressive — vivid, playful, high saturation

Typography feel

Clean sans-serif — modern, minimal Serif — editorial, elevated, traditional Mixed — structured display with clean body Handwritten or script elements No preference — I trust your judgment

04

References

3 to 5 brands, websites, or accounts whose aesthetic you respect (any industry)

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What specifically draws you to those? (Avoid "clean" and "professional." Be precise.)

1 to 3 aesthetics you actively dislike — and why

05

Voice & Tone

How would you describe your brand's voice?

Formal & authoritative Warm & approachable Dry, sharp, a little witty Educational & informative Conversational & direct Other — I'll describe below

Do you use humor in your content?

Yes, regularly Occasionally, when it fits No

Anything else about your voice worth knowing?

06

Photography & Imagery

What type of imagery fits your brand?

Clean product or lifestyle on white or neutral Candid, documentary-style photography Highly styled and art-directed Illustration or graphic-heavy, minimal photography Primarily text-based, minimal imagery

Do you have existing photography or assets?

Yes — a full library Some, needs supplementing No — starting from scratch

07

Competitive Landscape

Name 2 to 3 direct competitors

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What do they do visually that you want to move away from?

08

What Success Looks Like

What does success look like at the end of this project?

Anything else I should know before we begin?

09

Logistics

Timeline

Budget Range

Decision maker on approvals (if not you)

The more specific your answers, the fewer revision rounds we'll need.

Let's buildsomethingworth seeing.