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This phase focuses on surfacing the insights needed to guide all strategic and creative decisions in the refresh. It sets the foundation for Phase 2 by clarifying audience needs, internal alignment, and market positioning.

1. 1. 1. Stakeholder Discovery Survey
         • Conducted online with key internal stakeholders, this survey identifies shared perspectives, brand aspirations,
           audience insights, and perceived challenges
      2. Brand Discovery Workshop (2 hours)
         • A collaborative working session designed to validate findings, uncover misalignments, and build clarity across the following core elements:
           • Audience analysis and segmentation
           • Core brand values and beliefs
           • Current brand perceptions and challenges
           • Emerging strengths and brand equity markers
           • Initial framing of brand purpose, personality, and tone

Insights gathered here will directly inform the strategic frameworks and creative decisions in the Brand Visioning™ phase, including brand positioning, narrative structure, tagline development, and identity system design.