Approach
Where meaning becomes a way of doing business.
Connecting brand philosophy with strategy, identity and experience.
A request for a new identity may reflect unclear positioning, an inconsistent experience or a changing market. Discovery begins by examining the problem behind the brief and the decision the organisation needs to make.
A clear problem definition and research questions
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Definition connects discovery with philosophy, values, essence, character and positioning. The work should clarify who the brand is, whom it serves and what it is prepared to stand for.
Philosophical foundations and strategic choices
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Expression gives philosophical identity a perceptible form. Language, imagery, symbols and behaviour should draw on a shared meaning so that people can recognise a coherent character across encounters.
An identity system and an application framework
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The identity needs to influence everyday decisions after its introduction. Stewardship attends to the distance between the intended identity and the experience the organisation actually creates.
Practical guidance and review criteria
Read more…Areas of work
Brand philosophy and identity; positioning and architecture; brand management and development; communication strategy; rebranding; and the relationship between brand strategy and access to market.
The scope follows the problem. Research or a review of the business offer may need to precede identity design. Each output should support a subsequent decision and have a credible route into practice.
Discuss a questionAreas of work
Each business presents a particular context. These areas connect brand thinking with the realities of a market.
