Strategy Intensive
The System Blueprint

Here are the 5 questions to use on your intake form. They are designed to immediately filter out the $3K clients and force the $25K founders to articulate their own "Caliber Gap."

1. Studio & Trajectory

"Please describe your studio’s current positioning and the primary types of environments you design (e.g., high-end residential, boutique hospitality, commercial)."

• Why it works: It forces them to state their niche. If they say "we do a little bit of everything for small businesses," you instantly know they aren't your target tier.

2. The Catalyst

"What is the primary catalyst for seeking a Brand Architecture engagement at this specific time? (e.g., entering a new market tier, outgrowing your current identity, shifting from residential to hospitality)."

• Why it works: You need to know the trigger event. A $25K investment is usually tied to a major business shift, not just a random desire for a new logo.

3. The Caliber Gap (The Pain Point)

"Where do you feel the greatest disconnect lies between the caliber of your built environments and your studio's current digital/visual presence?"

• Why it works: This is the psychological anchor. You are making them admit that their current branding is holding them back and hurting their perception.

4. Project Scale

"To ensure we are structurally aligned with your business model, what is the average budget or scale of the interior projects your studio typically executes?"

• Why it works: If they are doing $50K kitchen remodels, they won't spend $25K on branding. If they are doing $2M ground-up builds, your fee is a rounding error. This protects your time.

5. The Investment Anchor

"Mockhaus Brand Architecture Engagements require a minimum investment of $18,000, with typical comprehensive systems ranging from $22,000 to $30,000. Is your studio prepared to allocate this level of capital toward its structural identity?"

• [ ] Yes, this aligns with our expectations.

• [ ] We may need to discuss phasing, but we understand the tier.

• Why it works: This is the ultimate gatekeeper. It eliminates sticker shock on the discovery call. If they check "Yes," the sales call shifts from pitching to consulting.

Which best describes where you are right now?

I have an existing brand and want to refine or elevate it

I’m established but feel my brand no longer reflects my direction

I’m launching something new but have a clear vision and references

I’m still exploring and gathering ideas

How would you describe your visual direction at this stage?

Clear and considered, I know what I like

Mostly clear, but open to expert guidance

I’m open, but I trust the designer’s vision

I’m not sure yet and need a lot of exploration