Secrid is a successful company born in 2009 that used their award-winning Cardprotector as core for developing modern wallets. With over million sales in over 50 countries and counting, many fans worldwide love showing theirs through word of mouth. However, as product awareness is present, brand awareness is not. Especially now as the brand is planning to expand their category from wallets to that of pocketwear. Throughout the years, Secrid hired external advisors for help, which, unfortunately, all couldn’t hit the nail on its head. This led the company to develop its own brand model based on the owners’ spirituality, merging chakra philosophy with branding theory. The purpose of this brand perception model is to shape a long-lasting deep relationship between brand and the consumer, creating loyalty beyond reason and even love. Therefore, this new model - which hasn’t been used before - is used as the common line in this assignment of developing a Brand Book for creatives, inspiring them in bringing the (new) brand to life. To be able to fill in this brand model on its four layers and use it as basis for the Brand Book and further recommendations for the future, a literature review, internal and external analysis had been done and brought together as pieces to a puzzle to form a brand proposition and core communication principle - to be spread across the whole model. After defining the brand values, one was shaped where Secrid turned its ‘secret’ association from privacy protection to that of hidden self-expression. A (dis)balance, built on the notion of discovery, that holistically connects the products and brand crusaders, while shaping characteristic unique associations, keeping product orientation and the founding spirit. Continuing on the latter, the core communication principle was defined by applying ‘hidden self-expression’ to the situation of the owners, which was depicted as their inner bravery and modest expression outwards. In this sense, together with the feasibility of broadening for design guidelines, the core communication principle - again a (dis)balance - was called: brave in, modest out. Applying this, together with the other insights of analyses, led to the fulfilment of the whole brand perception model. This included altering, emphasising and reconstructing current stories, while new ones could be defined. Also, three idioms - humanely functional, luxuriously simple, and imaginatively urban - were defined, forming a strong description of Secrid’s (future) imagery. By defining the new brand perception in its totality, especially on the first layer, guidelines were able to be made for communication creatives. These were given on the aspects that had sufficient creative freedom, such as photography, graphics and tone of voice, without being too concrete and diminish the creative talent of the people using it. Some notions (e.g. main colours and typography), however, did need to be explicitly defined to form a base of recognisability. The brand perception’s content that wasn’t covered by these guidelines, was still left with potential for further brand building. Hence, recommendations, with accompanying examples, were made. These included ways of involving the consumer and retailers with the brand and enhancing the brand’s authenticity through communication showing a look behind the scenes. Another example involved crafting rich personalities and stories around new collections and offering the consumer better portfolio guidance. All together, these, in combination with the developed Brand Book for creatives, give a good direction the brand needs to be heading in and how this can be achieved.