This prompt writes the brief for a brand's moodboards before the logo, the palette or the photographs are fixed. It returns three territories side by side, and each brand territory is a different argument for how the brand could look. Every territory comes with its argument in a sentence, what a stranger should feel in the first second, eight kinds of picture to go and find, and what it would mean later for colour, type and photography. It closes with an anti-board. That is four things the brand must never look like, each with its reason.
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