Crafting Eden (V1) - Cheltenham’s Brand Identity Questionnaire
Who is Eden?
Eden is a spark of inspiration. She turns what you desire into polished deliverables. Eden is also a brand questionnaire Typeform quiz.
A brand questionnaire is a form/document with a set of questions designed to obtain vital information about a brand. It is used to craft or align a desired brand identity. A Typeform quiz gives people a fun and engaging interactive questionnaire experience.
Sure, a Google form is inexpensive and can collect information, but I prefer the aesthetic of a Typeform quiz. It's sleek. And after watching a few tutorials, I saw the experience of building quizzes via conditional logic was simple and intuitive.
Designing these quizzes was a positive experience for me. I had already mapped out the solutions for the quiz, all that was left was to build out the logic using the Typeform platform. I used a low-fidelity prototype, writing out the desired pathways in my journal, to craft a working high-fidelity prototype in the program.
I planned for the final quiz to gather information and sort brands into their brand archetypes with ease. The Typeform software was intuitive and easy for me to flow with, and soon, I had my first brand questionnaire built using Typeform. It felt uniquely Cheltenham.
Cheltenham's mission is to craft beautiful and thoughtful brands, content, and spaces. We design a positive user experience and it starts with a spark.
What does Eden do?
Eden gathers answers to questions you'd typically find in a brand questionnaire.
What does your company do best?
Who are your customers?
What do you like about your current brand identity?
Who are your competitors?
At Cheltenham, we ask our questions a little differently because we understand it’s not just the questions you ask but how you ask them which helps to provide better answers and engagement during the questionnaire process.
Cheltenham Brand Questionnaire
Brand Archetypes
Eden also sorts brands into their brand archetype. Brand archetypes use human psychology to build valuable relationships with your brand's community. They help you form deep connections with your audience and customers. I like to think of brand archetypes as personality types for your brand. Using conditional logic, Eden aligns you into your brand archetype like the sorting hat from Hogwarts.
Conditional logic pathways in Typeform
Conditional logic pathways in Typeform
As the Chief Design Architect at Cheltenham, it’s my responsibility to take the information collected by Eden, empathize with the client and their audience, and craft your dream brand. It requires imagination to turn verbal concepts into visual masterpieces. The proposed solution is then communicated to the brand identity designer ( we love partnering with Maggie Humphries Design Co) who uses the information to design possible solutions.
Why is Eden important
Eden saves me time and energy. It’s that simple. She works like a Buzzfeed quiz creating an easy experience for the client. I get valuable information, the client gets an enjoyable experience.
What are the benefits of using Eden to collect brand information?
I designed Eden to accomplish three things:
The collection of information vital for a brand designer
Provide an atypical and fun experience for the client
Automate sorting a brand into its brand archetype using conditional logic
Cheltenham offers brand development services where we unearth the soul of your brand. Using brand questionnaires we quickly gather information and provide the data to the brand identity designer to begin their design process. Eden gathers vital information and delivers an experience that aligns with the brand values of Cheltenham.
Eden is just one piece of the puzzle. I facilitate brand identity discussions with partnered clients and designers while conducting additional user research. I am looking forward to V2 of Eden and beyond as we continue to craft beautiful and thoughtful brands at Cheltenham.
