Understanding the Concept
The first step in building a brand identity is to dive into the heart of a business. This isn’t about surface-level understanding but about going deeper—uncovering the brand’s purpose, goals, values, and vision. In this phase, we conduct in-depth interviews with key stakeholders to understand what drives the brand, what makes it unique, and who its audience truly is.
We analyze the competitive landscape, too, identifying what other brands are doing and where there might be gaps or opportunities. By understanding the industry, trends, and customer expectations, we can begin to visualize where the brand can stand out. From this discovery phase, we gather the insights that will shape every element of the brand’s identity. Our goal is to distill the essence of the brand into a clear purpose, which will guide all future decisions.
Strategy and Positioning
Once we have a solid understanding of the brand’s inner workings and market context, we move on to strategy and positioning. This step is all about defining how the brand will be perceived in the minds of its audience. Brand positioning answers the critical question: Why should customers choose this brand over others?
Creative Development and Design
With a defined strategy in place, we move into the creative development and design phase, where the brand’s visual identity takes shape. This includes the creation of the logo, color palette, typography, and any other design elements that represent the brand visually. But this isn’t just about making things look “nice”—it’s about ensuring that every element is purposeful, cohesive, and aligned with the brand’s essence.
