the basics
Your business
The factual foundation everything else gets built on.
What services do you offer?
Facials, laser, injectables, body contouring, skincare retail — list what you actually do today.
Who is your ideal client?
Age range, income level, and — most importantly — what problem they're coming to you to solve.
Name 2–3 practices or competitors you admire
Local or not — I'll look at what they're doing well (and not).
positioning
How you want to be felt
This is the part most spas skip, and it's the part that makes a brand actually distinct.
If your practice were a person, describe them in 3 adjectives
What should a client feel walking in vs. walking out?
Clinical & medical-grade, or soft & holistic?
Price point
Budget accessible, high volume
Mid-range quality, approachable
Luxury premium, exclusive
look & feel
Visual preferences
Gut reactions are more useful here than careful ones.
Any colors you love or hate?
Send 3–5 reference images
Pinterest links, Instagram posts, anywhere — styles you're drawn to for your brand , not just "pretty practices."
Do you have an existing logo or assets we're keeping?
scope
What you need, and by when
Pick everything relevant — we'll prioritize together.
What do you need first?
Logo / mark
Instagram templates
Price menu
Signage
Email flyer
Retail packaging
Business cards
Full identity
Existing brand fonts or colors licensed already?
Timeline