2. Target persona
Who they actually work for
Who do you work for? Describe your typical client.
Age, situation, what they buy, what they look for, their own words. The more specific, the better.
3. Current audience
Digital baseline
Current audience (numbers, platforms).
IG followers, TikTok, newsletter, monthly sales, repeat customers. Anything countable.
4. Visual taste
What they find beautiful
Which brands, creators, aesthetics do you find beautiful?
Doesn't have to be your sector. Fashion, design, architecture, photography, anything that speaks to you visually.
8. Recurring narratives
Stories they already tell
Do you have a recurring story you tell? A hobby horse?
The signature move, the anchor, the philosophy. What comes naturally when they talk about their craft.
9. Available resources
Time + gear + availability
What can you film / capture yourself?
Phone, camera, mic, lighting. How many hours per week they can put in.
10. Explicit veto
What they refuse upfront
What you do NOT want us to do, explicitly.
No challenges, no talking heads, no jingles, no family appearances. Anything they refuse in advance.
Internal archetype (admin-only)
⚠ Your diagnosis. NEVER visible to the client. Pivot = editing.
Admin notes (free-form)
Your gut feel, what you read between the lines, red flags, opportunities. Private.