Look & Listen 

I believe that a unique brand positioning, in which the values of the brand/product/service are clearly defined, provides a strong foundation and a clear direction for the design development. It is important to ask the right questions and listen carefully to the answers. Whether I am developing a product positioning, corporate identity, or a logo, the following steps, I refer to them as the “Five – I’s”, serve as a guide during the process:

1. Investigate (audit & analysis). Before starting it is important to understand the competitive environment and consumer needs. What problem is the brand, product or service trying to solve? What are the consumer pain points?

    

2. Insights (learnings) What are the key learnings from step 1, and what influence does it have on the brand, product or service?

    

3. Imagine & Ideate (creative, concept, strategy).This is the “hot” creative phase, mood boards, mind maps, design sprints, sketches, it’s all about bringing to life…! 
   
   
4. Intention & Iteration (testing the concept). MVP – minimal viable product, agile processes, design sprints; with the market changing so rapidly and consumers directly involved int eh branding process, it’s critical to get feedback as soon as possible. Create, learn, improve, learn.

    

5. Implementation (adaptation, artwork, production, and guidelines). A brand’s recognition and strength depends on many factors, one of the most important from a design perspective is the consistent and correct implementation.