This concept guide book outlines GreyStone starting point, behind how the birth of the brand identity begins and how the initial ideas develop from concept to creation. It will guide you through the creative process that illustrates the project from ideas to fruition. This Manual gathers data analysis collected from the project questionnare, site analysis, market analysis, and uses different methods from research and study of related project inspirations that have similar values to the brand to stimulate the tone of voice and brand look and feel that is developed through creative brainstorm sessions and sketches to give the brand a narrative and purpose for the main identity.