Discipline
Sector
Brand Strategy
Consciously or unconsciously, every effective brand is driven by an underlying strategy. Making that strategy clear and compelling is an art and a science. Too often, branding experts take tried-and-true, perfectly valid methodologies — customer personas, competitive analyses, user journeys, lists of attributes — and make them ends in themselves. But these things only have value if they can meaningfully shape the ways your brand is made manifest in the real world.
Is there anything more toothless than strategy without execution? Because we take brand strategy seriously, we take care to prove out how every underlying principle we develop for a brand can be brought to vivid life through design. This ensures that design strategy is more than words on a whiteboard that can achieve consensus in a conference room, but concrete ideas that shape decisive action, whether that means moving markets or changing minds.
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Before we design anything we need to understand how the brand is experienced by customers, where it lives, how it functions and what its future is, asking the necessary questions to find a project’s true context.
Luke Powell -
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It’s not unusual that there is a tussle between the conceptual and functional needs of a brand.
Luke Powell -
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You don't just think of a logo and that's it. You're creating visual languages. The brand has to feel human.
Paula Scher
