Drafted from your website
Paste the address. DFIRST reads your homepage and key pages and finds your social channels.
ModulesBrand DNA
Add your website. DFIRST learns your brand. Every session starts from it.
Brand DNA is your brand written down: who it’s for, how it sounds, how it looks and where it stands. DFIRST drafts it from your website, you correct what it got wrong, and Firsty uses it in everything it makes.
ZESTA’s website becomes forty facts in eight chapters. Each fact keeps the page it came from.
Every fact shows its source
A quote and a page link where it has one, and a clear label where it’s only a first guess.
Used in every session
The words, the look and the choices in your work follow it, so you never brief the brand twice.
What’s inside. Eight chapters of your brand.
Identity, audience, voice, look, messaging, where you stand against competitors, your business model and your channels. Read them as a constellation in the Brain, chapter by chapter, or by the five Ws: who, why, what, whom and where.
Voice
Bright, quick and warm. Short lines, said with a smile.
We say“Squeeze the day.”“Cold, bright, done.”“Zero sugar, all zest.”
We never say“Crush your Monday!”“Unleash the energy!”“The ultimate boost.”
Look
Hard sun and full colour. Real skin, and the can in every frame.
Tangerine#F7731CSky#2F8FE8Lime#9BD43AGrapefruit#EF476F
Hard summer sunShot from belowThe can in every frame
Audience
Three segments, each with a persona you can edit, compare or ask the agent to extend.
Court and beach regularsSoda swappersFestival weekenders
L
Lucía, 24Physio student and beach volleyball player, Barcelona
“I want something cold that isn’t full of sugar. And a can that looks good in the cooler.”
Where you stand
Your brand as a line across the axes that matter in your category, with competitors as dots.
SugaryVOLTSIPPHOPLAKOMBUZESTAZero sugar
SeriousVOLTSIPPHOPLAKOMBUZESTAPlayful
BudgetVOLTSIPPHOPLAKOMBUZESTAPremium
Messaging
What ZESTA wants people to remember, and what backs it up.
Squeeze the day.A cold, bright lift for long summer days.Three flavours, one summer.
Proof pointsSparkling water, real citrus juiceMade in BarcelonaZero sugar
It shows its working. Fact by fact.
A draft is only useful if you can check it. Each fact carries a status, a basis and, where it has one, the quote and the page it came from. Anything DFIRST inferred rather than read is marked as a guess until you confirm it.
Live, Draft or Review needed, so you see what is settled.
Source statement, Hypothesis or Your statement, so you know who said it.
A Sources tab lists every page read and what it gave.
Audience
Court and beach regulars
DraftHypothesis
Inferred from the site’s photos and store list. Confirm it or change it, and it becomes your statement.
ConfirmEdit
Voice
Bright, never shouty
LiveSource statement
“We’d rather make you smile than shout at you.”zestadrinks.com/about
Sources
zestadrinks.comRead and saved · 14 linked facts
zestadrinks.com/aboutRead and saved · 11 linked facts
zestadrinks.com/shopRead and saved · 9 linked facts
Correct it in seconds. Keep every version.
Change a fact in place and save a version when the brand moves on. Compare any two versions to see what was added, removed or changed. If you read your website again later, your own edits stay.
Edit text facts in place, with Save and Cancel.
Save versions and compare them side by side.
Re-reading the site keeps what you changed by hand.
Compare with version 3Save version
AddedFestival weekendsAudience
ChangedLoud and fun Bright, never shoutyVoice
Changed€1.70 a can €1.90 a canModel
RemovedSports-drink energyMessaging
Version 4 · edited by LenaVersion 3 · first draft from the website
From a web address to a brand you can read.
Brand DNA in DFIRST, recorded as it runs: the draft fills in chapter by chapter, then the look and the voice open up for editing.
Same brief. A different brand every time.
Brand DNA changes what gets made, not only the colours. Here is one request, “A summer poster for the city”, made for two brands in their own sessions.
Firsty uses it everywhere. You don’t have to ask.
Brand DNA goes into every session by default. Firsty opens with “I already know ZESTA” and uses the voice, the look and the audience in its answers. For one brief you can pin the segments and personas it should write for, or switch the brand off for a session.
On by default in every session, off with one switch.
Pin an audience for a single brief.
Send a fact or a persona to a new session with one click.
I already know ZESTA
I use it in every answer, so you never explain the brand twice.
Ground this run in your Brand DNAVoice, look and audience go into every answer
LAudience for this briefCourt and beach regulars · Lucía, 24
One workspace, many brands. Each one kept apart.
Agencies and groups keep every brand in its own Brand DNA. Switch brands from the picker, and when you have several and the work carries a brand, Firsty asks which one before it starts.
A picker and an All brands view for every brand you look after.
Competitors get one too. Generate a rival’s Brand DNA from their website.
Removed by mistake? A brand stays in the trash for 30 days.
All brands+ Add brand
ZEZESTA62 facts
BLBLIMP58 facts
BIBisou47 facts
+
And a few more ways to see your brand.
Segments and personas
Cards you can edit, compare side by side, duplicate or extend with the agent.
LLucía, 24Court and beach regularsMMax, 29Soda swappers
Your channels, found
The social accounts linked from your site are found and checked for you.
World
A full-screen map of your brand and everything connected to it: products, competitors, trends, files and sessions.
ZESTA
Good to know.
What people ask before they add their brand.
What does DFIRST read to build it?
Your homepage and up to two more pages of the same site, such as About or Shop, plus the social channels your site links to. It then writes a first draft of every chapter for you to check.
How accurate is the first draft?
It’s a starting point. Facts DFIRST quoted from your site are marked as source statements; anything it inferred, like personas or a palette, is marked as a hypothesis until you confirm or change it.
Can I add my brand book?
Add the brand from your website first, then keep the brand book in your Data Room, where Firsty reads it when the work needs it. You can also edit any chapter by hand.
Will a new read of my website overwrite my changes?
No. When you read the website again, the facts you edited yourself stay as you wrote them.
Can I turn it off for one session?
Yes. Brand DNA is on by default, and a switch in the session’s settings turns it off for that session only.
Can I manage several brands?
Yes. Each brand has its own Brand DNA and you switch between them from the brand picker. When it matters, Firsty asks which brand the work is for.
Works with the rest of the workspace.
Every module feeds the others, so what one learns, the next one uses.
Start with your website. The rest builds on it.
Paste your address and get a first draft of your brand to check, instead of another workshop. DFIRST opens to people on the waitlist first.
