Brand Concept

Build a concept based on the brand strategy / Build a concept that has a logical narration / Build in-depth meaning to the symbolic and associative form. We believe that successful design is rooted in a concept, a concept that builds a logical narration of the brand strategy. The concept allows us to navigate through the design process, and builds in-depth meaning to the symbolic and associative form.

Step 5 - Concept 

The branding business often gets boiled down to the contents of this step. The creation or change of someone or something's brand identity can cause huge debate and massive heartache, especially if people can't agree or it goes wrong. But conversely, done well, this is the step that can make people, companies, organisations and products famous the world over... We identify areas of opportunity to improve the brand, and define an initial activation roadmap with clear measures of success.

This is where the visual fireworks starts (in theory at least): How to brief, without briefing too much, and what makes a good creative environment. Toolkits, not logos, and then examine the myriad different ways and routes to a design solution (whether typographic, symbol-based or something else entirely). We ask if people and places could also be brands and look briefly at the politics, pitfalls and possibilities of this step.

What we will cover in this Step 5?

- How to brief a team and set up a healthy environment for good ideas
- How to help designers jump off the unknown
- How to produce design solutions based on typography, initials and monograms
- How to use symbolism, systems and language as the basis of schemes
- How to evolve brands out of what already exists
- The potential and the pitfalls of getting ideas through, and getting them legally checked