Our Process.
We get eye-rolls when we tell people we’re a creative studio that follows a design process that’s heavily based on logical thinking. Too many have heard the pitch, but not many have effectively demonstrated it. It’s as if most believe that creativity and logic are like chalk and cheese. Not true. The word ‘design’ itself means an action with an intended outcome. And when the problem at hand is to boost, launch, transform, or rejuvenate a business, the process can be nothing short of a series of well-substantiated decisions. Because every design decision must elicit an individual and compounded response.
So here’s how we typically approach A PROJECT.
1
Here’s where we ask all the questions. We’ll get under your skin and well, your product, your brand, your vision, hell, even your whims and fancies.
Whatever it is that’s got you on this journey. We deep-dive into your Product/Service/Brand.
Then we analyse why we are different, and more importantly, why we are better.
And lastly identify and define who we’re trying to reach, and why they need us, and how we can appeal to them.
First, we get
up-close
& personal.
BRAND IMMERSION | PRODUCT UNDERSTANDING | NEAR-TERM & LONG-TERM VISION FOR THE BRAND | JOURNEY OF INCEPTION | ORIGIN OR SOURCING STORIES
2
We list out all our competitors
We study their identity, USP’s, their visual language in great detail.
We examine their proposition further by reviewing their communication.
Then we plot and classify our competitors into different categories to observe where our brand stands, or where we can be as compared to the others.
And conclude this with a discussion about what we like and dislike about our competitors, what we can learn from their successes and mistakes.
We examine whom
we stand against,
so we can stand apart.
BRAND STRATEGY | POSITIONING | STRATEGIC DIFFERENTIATORS | COMPETITION LANDSCAPE | CONSUMER MIND SET | PRE-EXISTING KEY COMMUNICATION IN THE MARKET
3
This is a summation of our observations and analysis of our study. Of course, there may be points to be debated, strategic thoughts that may not be evident in our research. Together, we pin that down.
Here’s what we cover:
-Key pointers for us to avoid
-Identify key messaging/stories that differentiate us.
-Key directions that our brand can follow /Adopt
-Key areas which may need to be discussed.
- Design considerations that address the above.
And thus the brief is born.
Differ and infer:
The birth of the design brief.
DEVISING A WAY FORWARD FOR OUR BRAND | DIRECTION FOR OUR BRAND PERSONALITY AND VISUAL LANGUAGE
4
We demonstrate our thinking by creating detailed mood boards that visually represent the 2 - 3 design directions that are appropriate based on the previous research and collectively deliberated and drawn conclusions. Each of them would have pros and cons, which we discuss and debate.
Interpreting the design brief:
Devising design directions.
DESIGN MOOD BOARDS THAT CONVEY OUR BRAND IDEA | VISUAL ELEMENTS | OVERALL DESIGN LANGUAGE & SEMANTICS
5
Converting the words to visuals:
The development of design.
We then roll up our sleeves and get to the part that we’ve been waiting for all along. Here’s where the magic begins, and all the arguing, thinking and research come to fruition. After a discussion to select the route which is does our brand personality, product, and values best, we begin to create designs. And the best part of our process is that we do not come to you with 200 options. In fact, we’d rather give you only 2 great pieces of work to choose between, than 200 pieces - where 199 are rather mediocre.
We then begin our journey of refinement, tweaking and alterations of the designs selected in order to amplify certain aspects to better communicate, or bring out values that we believe are own able to us and us alone. All our design work is created ensuring production is feasible with minimal margin of error. We call this ‘production-proofing’. So whether we print, stamp, cut, or even ice a logo onto a cake, it should always work.
DESIGN DEVELOPMENT | DESIGN EXPLORATIONS | SUGGESTIONS OF PRODUCTION TREATMENTS | DEVELOPMENT OF BRAND ASSETS
The proof of the pudding,
lies in how it’s produced.
6
Working with bootstrapped organisations so often, we’re extremely sensitive to costs and sustainability. Ideologically (and practically) we try to avoid excessive unnecessary collateral/packaging material. Here, we work with vendors to ensure sampling is as per the intention of the designs, as well as define the specifications of printing, paper choices and special techniques in order to ensure that the output is exactly as imagined. Not just today, tomorrow, but also