Branding
  
Art Direction

Storytelling

2022

overview

In the universe of brand strategy, everything is interlinked. Recognizing this fact firstly, all perspectives must be examined and brought together in order to exploit the opportunities to tell the story to the correct audience, which in turn brings value to the brand. At this point we examine and bring together all perspectives in order to understand the product, audience, and brand and thus exploit the strengths. We begin by brainstorming through the ‘design thinking’ method which we have presented previously in order to unearth the best strategy which would bring out the brands‘ greatest potential.

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Results

I try to encourage each of my clients to go beyond the brief in order to create a wealth of knowledge and idea generation which will in turn be used to tell the story. We ask deep questions such as what does the product and the brand stand for? Why does it exist? We consider how our clients’ customers and investors see things. We take a journey together into both a volatile and ideal future and through this generate a plan that is proactive and sure. We invest our expertise into understanding and analyzing how the stake-holders and audiences really live, work and play. We study ever changing perceptions and tribes, and interpret trends. Through this inter-disciplinary, non silo approach, we devise brand strategies that address all of a brand’s culture and touch-points.

ZAG DON’T ZIG
People and brands that try to fit in never stand out -fact! Thus it’s part of my storytelling philosophie to create a one-of-a-kind. A product with which people sit up and take notice when viewed.
Storytelling
Whether the branding aesthetic is abstract or not, viewers must be presented with a visual narrative. It is through this that we control what our target customer understands and their perception of the product.
Messaging
Messaging and copy are the 101 of any branding. Messaging is the most direct way of communicating with customers and search engines. Thus, through messaging, we communicate the brands’ DNA.
Aesthetics
Design aesthetics can be compared to personal presentation. The most important thing is who you are, what you do & what you stand for. But when people see you at first glance that’s all they see. Thus, your physical appearance has to represent who you are -be it interesting, technical, intellectual, fun, or sporty.

#1 Approach branding through a story

Experience dictates that an avant-guard, longterm and active mindset makes for an alive and in-touch brand. To achieve this I always continue to stay open-minded throughout this part of the process-no preconceptions. Strategic methods include workshops, research, market and competitor analysis, interviews, audits, and story-creation. I examine the role of a brand within the organization, its clients’ lives, and how these each connect in order to create a story that resonates with both. Suggestions and recommendations are drawn from our workshops, analysis, research, intuition and experience. Through this understanding of the product, we begin the process that leads to an inspiring definition of the brand, its optimal strategy, and story. Whether launching a new brand or revitalizing an existing one, we work hard to anticipate the future of the market and brand and apply this throughout the story telling process.

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#2 Abstract direction and aesthetics from the story

Once we have sketched the story, this is then converted into abstract ideas, shapes, forms, typography, and images. We imagine the story being translated into these ideas and graphics. These graphics should represent the brand, and come to life on all touch-points. Externally and internally it should communicate the feeling of the brand to all.

#3 Translate into identity

Now we take the abstract material and translate it into reality. We create icons, stylescapes, logo if needed, layout, apply color and typography. Copy is now a priority -ensuring that it is emotional, yet all the while being clear and appropriate within its target market. Finally we examine the unity of all elements and insure that they all support each other.