PROCESS

Amazing branding can transform emotions and bring different perspectives to an industry. The design process is hardly ever a slam-dunk A to B journey. It’s almost like Tetris where you have to keep rotating blocks to find the right fit. Whether you take a series of left turns or your trajectory is mostly in a straight line, a successful design journey starts with a process that has mile markers or steps. 

THE NORTH STAR
The first step is understanding the task at hand and getting to know the brand. Here, everything is distilled and filtered and distilled again to find clarity. From personalities and traits, to sacred cows and key audiences, the first task is researching the brand and its adjacencies to discover and formulate a concept. The goal is to create a unique approach that allows you to look forward as well as retrace your steps when you need to remember where you came from. It’s your North Star. 

PLAY
That pathway or North Star becomes the foundation from which all decisions are made in the process. From this starting point, it’s time to figure out how many different design territories this conceptual pathway can form. These territories are different ways to push the envelope and explore the concept beyond what is expected. This is about creating a wardrobe that tells a crafted story a brand can wear to stir different emotions. Essentially, it’s time to play.

FINISH
A distinct wardrobe is key but is nothing without being executed with care. Here is where the concept flourishes and proven across different touchpoints to create a bigger emotional connection and help drive action within a specific audience. Here is where the Sea of Sameness disappears and parity is an afterthought. This new wardrobe is how a brand shows up, speaks about itself and makes a lasting impression. The devil is in the details, so it’s time to close with exceptional fit and finish.

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