When developing a branding or style consider the following points.
Should it be:
Tone: Quiet/loud, Conservative/Playful, Mainstream/Alternative/Avant Guarde, Serious/Witty
Colour: Muted, Saturated, Limited, Maximum, Monotone, Full Spectrum, Pastel, BW, Greyscale, Fluro, Metalic
Imagery: Photographic, Illustrative, Graphic, Typographic
Type: Classical/Contemporary, Clean/Rough, Serif/Sans, Strong/Delicate
Cultural References / Era: Punk, Rockabilly, 50’s, 80