How to uncover a clients project identity with 5 questions

A new client always brings up new challenges – especially when it comes to the visualization of their vision. At OLN we treat our projects like a brand and as such each project represents a brand image that derives from the project identity. What is a brand image? A brand image is a unique bundle of associations within the minds of target customers. To understand our project identity and brand image we ask five key questions. Each answer leads to another question. The final result will give you a clear overview. These are the questions:


What is the context of our project?


What are the key attributes of our product?


Who is our target group?


Based on the environment, the product and our target group what are the key messages we want to communicate?


What graphical and storytelling elements can we integrate in our visuals to underline our messages?




Icons made by Freepik from is licensed by CC 3.0 BY