Defining the Brand's Design Language & Visual Style
Based on our agreed upon Strategy, the Direction phase is where we translate the verbal into visual. We transform the criteria, character, goals, messages, meaning & value outlined in the initial Brief and articulated in the Roadmap, and expressed in the Position — into the visual strategic approach or brand design direction. This phase involves developing a desired image of the brand — made up of perception, tone and themes. Brining together visual cues, language and key ingredients to nurture the overall impression we wish to make in the mind of the audience. To do so we will work to identify a strategic visual approach, and begin to develop a visual language — by leveraging the relevant, universal, and significantly powerful ideas/images, and their related associations — in order to communicate the feelings and perceptions we desire to be connected with, as well as to reinforce the key concepts we would like the audience to understand about your brand, the product/service, and its unique irreplaceable value.
- Understand the Businesses Goals
- Understand the Brand Roadmap Messaging
- Comprehend the Brand Unique Valuable Positioning
- Aggregate Brand Vocabulary and Keywords
- Discover Your Audience's Culture
- Uncover Your Categories Understand Brand/Product/Service Truths
- Understand the Persona, Needs, Constraints, Limitations and Motivations of the Customer/User/Audience
- Understand the Brand/Product/Service Positioning
- Understand Perceptual Mapping of Segment/Industry
- Understand Customer Experience at Each Touch-point
- Understand Existing Cultural and Segment Styles, Trends, and Preferences
- Understand the Meaning and Value of the Brand/Product/Service Offering from Audience Perspective
- Express Your Brand Onliness
- Translate Verbal Language into Visual Language
- Define Core Visual Themes, Perception and Tone
- Devise Image References to Relevant Cultures & Styles • Leverage Associations to Convey Meaning
- Define Art Direction (Key Ingredients, Elements & Cues) • Create Mood & Style Boards
- Develop a Look & Feel ,Using Image, Type, Color, Form • Define Photo Direction (Moments, Framing, Lighting)
- Conduct “Colour Image” Research and Design
- Idea Generation and Mapping
- Bring Together Design Elements in a Visual System