Building bold, resonant, electrifying brands is what we’ve been doing for 12+ years. And although our branding clients range from tiny startups to global brands like Facebook and Microsoft, our recipe for success is fundamentally the same. It‘s a highly collaborative process that begins with some intense introspection and discovery, explores strategic and creative options, and culminates with the launch (or relaunch) of an authentic brand that simply cannot be ignored.
Our approach begins with a deep dive into the company and culture. Through a series of interviews, questionnaires and roundtable discussions, we unveil what’s truly unique about the company and its offerings. These differentiating qualities are the pillars of an authentic brand identity.
Market research isn’t on the menu for every project. But when budget and time permit, we’ll engage our research partners, who offer a variety of research methods. The insights gained from this effort provide guidance, expedite consensus, and confirm that we’re making the right decisions.
With a clear understanding of the company’s purpose and vision, the messaging and positioning framework is developed. This internal document, refined over multiple review rounds, will serve as the strategic foundation of the brand. It will unify all messaging around a single tone and voice.
With the foundation in place, we move into the visual expression of the emerging brand identity. We begin by exploring and presenting multiple design solutions. Once a direction has been selected, it is refined over a series of creative review rounds, then finalized for application and launch.
Once complete, the new brand identity is codified in a style guide. This document provides guidance on the correct and consistent application of the new brand assets. Our brand guides are almost exclusively digitally produced, enabling us and our clients to constantly update and expand the guide.
A new brand identity will thrive externally only if it is first adopted internally. So we work with our clients to develop both internal and external launch tactics, including the build out of new business forms, signage, and sales and marketing assets. And our partnership doesn’t end there.