Twenty-one questions, before we draw anything.

Kevin, on the call you gave us the business. This is the part we can't infer: the decisions only you can make, and the taste we'd otherwise be guessing at.

Thirteen are required. The rest sharpen the work. Most of it is tapping, not typing.

Close the tab whenever you like. It reopens where you left it.

SectionsSix

Typing requiredFive answers

Realistic time12 minutes

DraftSaves as you go

01

The fork

What happens to the name.

What we heard

Your trademark attorney counted roughly seventy live "Polaris" applications in your class, and thirty-odd using "FOS". He'd rather you rebrand. Every other decision in this project waits on this one, so we're asking it first.

~70 conflicting filings

This section0 / 1

RequiredWhere do you stand today?

Undecided is a real answer. It tells us to bring you options rather than a foregone conclusion.

OptionalIf the word changes, what has to survive?

Tap all that apply.

OptionalNames already in your head, or already dead.

Including anything your attorney has already shot down, which saves us running at it.

02

Definition

What you are, in words you'd defend.

What we heard

A fractional family office COO for families between $50M and $250M, above what private banking handles, below what justifies a single-family office. Your site says "hybrid multi-family office". On the call you described being their COO. Those aren't the same promise.

$50M to $250M

This section0 / 2

RequiredWhich words should the brand own?

Pick up to two, or write your own. Whatever you choose here becomes the first line of the site.

RequiredFinish this: "A family calls Polaris when…"

Think of the most recent one. What had happened the week before they picked up the phone? This single answer usually writes the homepage.

OptionalWho else is in this gap, and are they doing it well?

Names are enough. Tell us if WealthOps is a comparison you want made, or one you'd rather avoid.

03

Audience

Who this has to convince.

What we heard

Four core families and three lighter engagements, all first-generation wealth, fifties to early sixties, deliberately invisible. And now RIAs, who want to hand you the operations their $10M to $50M clients need. Two audiences who want opposite things from a brand: one wants discretion, the other wants a partner they can show off.

4 core · 3 light-touch

This section0 / 2

RequiredWhich way should the brand lean?

Drag it. There's no wrong position, but the middle is the hardest brand to build, so tell us if that's really where you are.

Family foundersDrag to setIndependent RIAs

OptionalWho makes the introduction today?

The brand has to survive being forwarded by this person.

RequiredWhen an RIA puts your service in front of their client, whose name is on it?

This decides whether we build you a co-branded partner system or keep you deliberately invisible. It changes the logo, not just the pitch.

04

Constraints

What we're allowed to show.

What we heard

No public testimonials, and that isn't changing. Referrals only, permission case by case. That rules out the way most firms in your category build trust, so we need to know exactly what's left on the table.

0 public testimonials

This section0 / 2

RequiredTap everything a stranger is allowed to see.

If it isn't tapped, it never appears on the site, in a deck, or in a document.

Required"Have you done this for someone like me?" What do you actually say?

Your real answer, the one you gave last time. We'll build the site's credibility around whatever that is.

OptionalOne engagement, names stripped.

What was broken when you walked in, and what it looks like now. The single most useful thing on this page, worth ten minutes if you have them, and it stays internal until you say otherwise.

05

Direction

How it should feel.

What we heard

Green is good. Intimate, safe, a sense of direction. That's a start, not a brief, so this section is all tapping. It's the part that changes what we draw on Monday.

"Green." That's all we have.

This section0 / 3

RequiredPick the two worlds closest to right.

Not finished designs, territories. Two is deliberate: the interesting work usually sits between them.

RequiredWhich green did you mean?

Tap one and we put it straight on your mark, so you see the colour instead of imagining it.

RequiredThree dials.

Where each one sits tells us more than a page of adjectives.

UnderstatedDrag to setAssertive

TraditionalDrag to setModern

PersonalDrag to setInstitutional

OptionalPhrases already floating around your world.

Tap once to keep, twice to kill. Anything you keep, we'll build the writing around.

OptionalBrands you'd steal from, and one that tires you.

Any industry. The one that tires you is often more useful than the one you admire.

06

Scope

What we build first.

Straight from us

We're a production studio: identity, site, decks, documents, social assets. We don't do marketing strategy, copywriting or paid media, so we'd rather you spend this section on what we can actually put in your hands.

Identity · Site · Social

This section0 / 3

RequiredRank the first three things that have to exist.

Tap in order of urgency. Everything else follows the system we build for these.

RequiredOne action a visitor should take.

A site with three calls to action has none. Pick the one that matters.

RequiredIs there a date that matters?

A trademark filing, an RIA conversation, a family renewal. If nothing is fixed, say so, because we'd rather know that than guess at urgency.

OptionalAnything this must never do.

Stock photography of handshakes. A chatbot. The word "bespoke". Be petty, it's the fastest way to save us a round.

Last step

Review and send.

Before you send

A partial brief today beats a complete one next week. Send it as it stands and tell us the rest on the call.

0 of 12 required

Whole brief0 / 21

Still open

Where we reply

Anything we didn't ask

Keep a copy

Email it to Pedro

These three work right now, sent or not. The PDF and the e-mail carry every answer on this page.

That's the brief.

It's with Renan and Pedro. You'll hear from us within a day with what we read into it, including anywhere we think you're wrong.

Email it to Pedro

Your answers below, exactly as they were sent.

Twenty-one questions, before we draw anything.

What happens to the name.

What you are, in words you'd defend.

Who this has to convince.

What we're allowed to show.

How it should feel.

What we build first.

Review and send.

That's the brief.

Stuck on a question? Ask instead of guessing.