Icon
A symbol, shape, or mark that represents the brand (think Nike swoosh, Apple).
Mascot
A character that becomes the face of the brand (think Geico Gecko, Mr. Clean).
Welcome to Fortitude Creative
This onboarding guide is how we get to know you.
Not just your services, not just your market, but your personality, your values, and the vision you have for your business. Every strong brand starts with clarity, and clarity starts here.
By completing this guide, you give us the insight we need to translate your story into a brand that feels confident, credible, and unmistakably yours. It's what allows your brand to speak clearly and consistently across every touchpoint, from your business cards to your trucks, to the way customers talk about you when you are not in the room.
This is the starting point. From here, we build something with intention, strength, and staying power.
Section 1
Business Snapshot
The lay of the land. Quick basics about your company so we know who we're working with.
What made you decide to start this business?
What's the story behind the brand? How did you end up in this industry?
What services do you offer? Which ones are the most profitable or in demand?
This helps us create the website.
Section 2
Brand Identity & Personality
The soul of your business. Help us understand who your brand is.
If your brand were a person, how would you describe its personality?
e.g. bold, friendly, premium, relaxed, gritty
Do you have a current logo, slogan, or tagline? If so, what is it?
What message or feeling do you want your branding to communicate instantly?
Stuck? Try this:
Someone sees your truck drive by. What's the ONE thing they should feel or think? ("Trustworthy." "These guys are the real deal." "They'd be great for my home.")
Are there any colors, styles, or design elements you love — or want to avoid?
What brands (inside or outside your industry) do you admire and why?
Examples:
"Like Yeti — rugged but premium." "Like Chick-fil-A — clean, friendly, consistent." "Like Harley-Davidson — iconic and loyal."
Section 3
Visual Identity
Pointing us in the right visual direction. Don't worry about specifics — we'll sharpen this together.
Primary Visual *
Do you want your brand to be anchored by an icon/symbol, or by a mascot/character?
Section 4
Target Audience
Who we're talking to matters as much as what we're saying.
Who is your ideal customer?
Paint a picture:
- Homeowners or businesses?
- Income level, neighborhood, age range?
- What do they value most?
What matters most to your customers when choosing a company like yours?
What objections or hesitations do customers commonly have before hiring you?
Section 5
Competitive Positioning
We need to know the field so we can make sure you stand out.
Who are your top competitors?
Why do your current customers choose you over others?
What do you do better or differently than your competitors?
Section 6
Digital Presence & Marketing
What's already in play so we know what we're building on.
Do you have a website? If so, is it generating leads?
Which marketing platforms are you currently using?
e.g. Google Ads, Facebook, Instagram, etc.
What types of marketing have worked best for you so far?
Do you follow up with customers after service (via email, text, etc)?
Section 7
Business Goals & Growth Vision
Where you're headed. This shapes the brand so it can grow with you.
Where do you want your business to be in the next 1–3 years?
Are you planning to grow your team, expand your services, or enter new markets?
What does success look like for your business and brand?
Examples to spark ideas:
- "Our trucks are recognized everywhere we go."
- "We can charge 15% more because we look premium."
- "My team is proud to wear the shirts."
Section 8
Current Challenges & Needs
Honest answers here help us solve the right problems.
What's the biggest challenge your business is facing right now?
If you could improve just one thing in your business today, what would it be?
Section 9
Tell Us About You!
The fun stuff. This isn't filler — people buy from people, and knowing YOU helps us build something that actually feels like you.
City life or country life?
City
Lights, energy, action.
Country
Quiet, space, stars.
Do you snooze your alarm, or get up the first time?
Snooze
Gimme five more.
Up First Time
Feet on the floor, let's go.
Are you a risk taker, or do you play it safe?
Risk Taker
Big moves. High reward.
Play It Safe
Measured, calculated, steady.
Section 10 — The Big One
Nail the Look
Pick the ONE style that speaks to you most. Don't overthink it — go with your gut. Each card shows real brands we've built in that style.
Choose Your Style *
Tap the style that best matches the direction you want for your brand.
Icon & High Contrast
Bold, high-impact designs with a strong symbol built to stand out instantly.
All Spark Electric, David & Goliath, Efficiency, Legacy Gutter Pros, Molina Mechanical, Motion Mechanical, Fusion
Cartoon
Personality-driven branding built around a custom character.
Argent, Cool Clean, Doctor Heat Pump, Eco Comfort, Heat Air Gurus, Mallard Air, Polar Breeze, Professor Heat Pump, Proformance, Rocket Air, Russell HVAC, True Blue Plumbing, Good Hope, The Garage Door Guy, AC By The Sea, Mako Shade, On The Way, Zoomies, Budget Rooter
Clean & Environmental
Modern, balanced designs that feel natural and easy to trust.
RJ Kielty, Solution Finders, Summers Comfort, Quality Home, Nelson Electric, JC Warner
Painted
Hand-painted style branding with rich detail and a timeless, storytelling feel.
Red Lilly, A1, Pointer Cooling
What draws you to that style?
Specifics help us nail it:
"I want something strong and in-your-face." / "I like clean and simple — nothing too busy." / "A mascot would make us memorable."
Any styles that are definitely NOT for you?
Almost Done
Review & Submit
Take one last look. Use the back button to edit anything before you send it over.
✓
You're all set, friend.
We've got your responses and the team will review them within 1 business day. We'll reach out to schedule your kickoff call. In the meantime, your brand is in good hands.