Decide what the brand is before you decide what it looks like.
Values, audience, positioning and tone, defined so every design decision after it has something to answer to.
Design without strategy is decoration with a deadline.
Strategy is the part that decides whether the rest works. It sets who the brand is for, what it stands against, and how it should sound, so that later there is a reason behind the colour, the type and the words rather than a preference.
What you get
- Context and competitor analysis
- Brand values and positioning
- Audience definition
- Vision and mission
- Verbal identity and tone of voice
- Strategy document to work from
How it works
Context analysisThe market, the competitors and the space nobody is currently occupying.
AudienceWho the brand is genuinely for, and what they already believe.
PositioningThe claim the brand can hold and defend, written down in plain language.
Verbal identityTone, vocabulary and the way the brand speaks in every channel.
