The Difficult to Convey
Brand identity as..... the translation of difficult to convey business concepts into exciting dynamic creative.
What makes a difficult to convey brand?
Business strategy and brand identity should work together. When it does the impact is obvious.
Clear, engaging purposeful— Identities that last.
Getting there requires skill and experience. You're navigating tangled conversations from multiple perspectives, translating abstract business goals into visual systems and making creative leaps while keeping everyone on board.
There's no algorithim or template for this. No step-by-step guide that works every time.
What you need are ways of thinking—frameworks to help you spot patterns, ask better questions, and guide clients through the difficult work that leads to results which last and win awards.
Taking an idea from intangible to sellable isn't just about agreeing a visual, or a concept. It's a company wide alignment towards a goal. How do we, as designers, help the process and support the change?
Examples:
Meta Re-Brand
w/ Field.io & DesignX
Goal: To re-orient the company from social towards the metaverse.
Creative: Encapsulate the meta-verse as a concept into a liminal blue material which comfortably works in both physical and digital states.
Ericsson T21 Brand
w/ Found
Goal: To modernise the company values around their emerging expertise in 5G technology and embed them in a new global training centre.
Creative: A new visual language for brand pillar concepts such as "transformation" and "exponential" through motion design and logo componants.
Kia 'Movement Inspires'
w/MLF
Goal: To shift perception of the car maker from budget conscious and everyday, to emotive and expressive.
Creative: Exploring motion that engages and calms your mind through highly expressive and motion driven fractal research that is demonstrated to calm the brain and help you achieve the conditions for a flow state.
Embrace the difficult to convey to solve business led issues and reach sellable concepts.
What's in these 10x notes?
Reflections from example projects with Meta, KIA, MetaEngine and more.
Insights into how embodiement and the experiential context effects visual communication. How might we leverage them for more effective design.
Quick thoughts from 6 different frameworks for navigating complex brand work, For eg. The Respectful Designer, Systems Literacy, Tiny Experiments, etc.
Specific approaches for each - from handling conflicting stakeholders to building shared vocabulary.
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