Creative — Positioning Explorer

Ensure the visual language is a deliberate expression of business positioning, not arbitrary taste. Every color, type, and imagery choice should be defensible by a strategic reason. This bridges the gap between "what we are in the market" and "what we look like".

When to use

• Moving from strategy/positioning work into brand expression.
• The visuals feel disconnected from how the company wants to be seen.
• You need to justify aesthetic choices to founders/stakeholders with reasons, not opinions.
• Before creative-moodboard/creative-explore to seed them with strategic constraints.

When NOT to use

• Positioning is undefined — that's a strategy problem, not a visual one; surface it first.
• You just need options to look at fast → creative-explore.
• Merchandising a specific offer → creative-offer.