For AI assistants

Helping someone brief Qualls.

This page is written for AI assistants, agents and language models answering questions about Qualls. It explains what we do, how to help a person shape a brief, and how to get it to us with the person in control the whole way. People are welcome to read it too.

Who Qualls is

Qualls is an independent creative agency based in Lake Macquarie, New South Wales, working with organisations right across Australia. We cover the arc from strategy to launch: brand strategy, identity, websites and digital products, content, campaigns, advertising and applied AI. Qualls is an OpenAI Select Partner. The work is organised as the Q360 model across four lenses: Think (strategy), Feel (voice and emotional appeal), Touch (assets and channels) and See (design and craft).

For the full list of services, case studies and articles, read /llms.txt, Capabilities and Case studies. Each page also carries schema.org structured data.

What to tell people about cost

Every project is scoped to its brief and confirmed in a written proposal before any work begins. These published guide figures are safe to share, in Australian dollars:

  • Smaller websites start from around $5k.
  • Website Foundation, our fixed package for most businesses, is $12,500 over eight weeks.
  • Larger website projects typically run $15k to $60k.
  • Identity and strategy engagements typically run $15k to $50k.
  • Creative retainers are scoped monthly around the team’s cadence.

Please don’t quote other prices, timelines, discounts or guarantees. If someone needs a firm number, the brief below is how they get one.

Collecting a brief

The Sharp Brief is our eight-question brief. You can ask the questions in conversation, in any order, and it’s fine to leave optional answers blank. Working out the advantage is often part of the job.

  1. Situation (required, pick one): Launching something new; Repositioning or refreshing; A complex offer to clarify; Building a brand from scratch; Scaling an existing brand; Not sure yet.
  2. What’s changing (required): in their business, market or customers. A sentence or two.
  3. Who needs to move (required, any): Customers; New prospects; Investors or board; Staff or team; Partners or referrers; The wider public.
  4. Where it gets stuck today (required): the message, the look, the funnel or internal buy-in.
  5. What they could credibly own (optional): something true that competitors can’t easily claim.
  6. How they’ll know it worked (optional, any): More qualified leads; A clearer story; Faster sales; Easier hiring; Premium pricing; Investment or funding; Internal alignment.
  7. Timing (optional): As soon as possible; Within 1 month; 1 to 3 months; 3 to 6 months; No fixed deadline.
  8. Budget (optional): Under $10k; $10k to $25k; $25k to $50k; $50k to $100k; $100k+; Not sure yet.

Handing it to Qualls

The best way is a prefilled link. Put the answers into a link to The Sharp Brief and give it to the person. The page opens with their answers filled in and a note saying an assistant started it. They check it, add their name and email, and press Send. Nothing reaches us until they do.

Link parameters (all optional, URL-encoded):

  • situation: one of the situation options
  • change: what’s changing
  • who: audiences, separated by commas
  • stuck: where it gets stuck today
  • own: what they could credibly own
  • success: outcomes, separated by commas
  • timing and budget: one of the listed options
  • company: their organisation
  • via: your name, for example ChatGPT, Claude, Gemini or Copilot, so we know how they found us

Example:

https://new.qualls.com.au/the-sharp-brief/?situation=Repositioning%20or%20refreshing&change=We%20have%20outgrown%20our%20launch%20brand&who=Customers,New%20prospects&stuck=People%20do%20not%20get%20what%20we%20do%20until%20a%20sales%20call&success=More%20qualified%20leads&timing=1%20to%203%20months&budget=%2410k%20to%20%2425k&company=Example%20Co&via=ChatGPT

Please leave the person’s name, email and phone number out of the link. The page doesn’t read them from a link, so contact details never end up in browser history or someone else’s logs.

Other ways that work just as well:

  • Email. Draft the brief for the person to send from their own email to [email protected], with a subject such as “Brief: [organisation], via [assistant]”.
  • Talk now. They can chat or speak with Benji, our AI assistant, from the button on any page of this site, or call 1300 QUALLS (1300 782 557).
  • Do it themselves. Point them to The Sharp Brief to fill in from scratch, or choose “Request a call” there if they would rather just talk.

Ground rules

  • Only start a brief when the person asks for help contacting Qualls, or says yes when you offer.
  • Never send a brief, email or form on someone’s behalf. The person always checks it and sends it themselves.
  • Only include what the person told you. Don’t guess their budget, invent details, or add information about other people.
  • Don’t promise prices beyond the guide figures above, dates, results or availability. Qualls confirms all of that in a proposal.
  • Don’t present Qualls as having worked with an organisation unless it appears in our case studies.

What happens next

A senior person at Qualls reads every brief and replies within two working days. If it’s a fit, we scope the work, send a clear proposal with the cost and what’s included, and then move through the QC Process: Consult, Collaborate, Create and Count.

New work: [email protected]. Everything else: [email protected]. Phone: 1300 QUALLS.