Ross
Cunningham

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Design Process
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1. Investigation & Positioning

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2. Name Generation

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3. Identity Creation

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4. Asset Creation

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5. Material Creation







1. Investigation & Positioning

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Investigation is primarily through: (1) discussion conducted with key stakeholders; (2) first-hand experience of the product or place to be branded; and, (3) related internet research. The aim is to define the brand from both a rational and emotional perspective. This is achieved through an understanding of: (1) the product's strengths & weaknesses; (2) the solution it offers the target audience; and, (3) the market competition.


This process is important to undertake whether your brand is a business, a building or a biscuit. It ensures the creative work is reliably and honestly informed.


After careful evaluation, the brand positioning is described, typically using the following categories:


Internal:
Vision | Values | Purpose


External:
Benefits | Personality | Essence





2. Name Generation

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A long-list of potential names for the brand is generated using the four categories below. All the names are considered with respect to the brand positioning. The ‘essence’ statement from the positioning phase often translates directly into potential tag-lines for the brand. Consideration is also given to IP or URL conflict with existing competitors.


1. Legacy - related historic people, places and events - eg: Sainsburys.
2. Explicit - says exactly what you do on the tin - eg: Burger King.
3. Implicit - says what you do (or how you do it) in a more oblique way - eg: Google.
4. Abstract - random unconnected word or conjoined words - eg: Orange / Kodak.


Some names can be compounded to straddle category groupings - for example: Legacy + Explicit = Zaha Hadid Architects.


Brand hierarchy (the naming strategy for related sub/sister brands) and creative options for URLs are also developed during this stage of the process.






3. Identity Creation

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Some or all of the following design languages are explored and defined in the context of relevant materials:


Colour Palette
Typeface Palette
Copy Tone of Voice
Illustration Style
Photography Style
Motion Style
Interaction Style
Material Palette
Soundscapes
Smells


These languages should embody the positioning statements (the ‘personality’ in particular). They are defined in a ‘brand identity guidelines’ document and provide the framework to ensure all material communicating the brand is coherent.





4. Asset Creation

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The ‘brand identity guidelines’ document is the key asset to create as it acts as a style reference for all design material and explains how the logo should be used in different situations.


The logo artwork pack (including size, colour and file type variations) is typically the first asset to create.


Other assets that may require creation:


Copy Platform
Illustration
Photography
Video Content
CG Image/Animation





5. Material Creation

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The materials include some or all of the created assets, styled in accordance with the ‘brand identity guidelines’.


Material requirements may vary widely from project to project. A communication plan will be created where necessary to help define which media channels and content type will target the desired audience most effectively.


Core materials typically include:


Stationery
Brochure-ware
Web Applications
Social Media Pages
Direct Mail
Posters & Hoarding
Signage & Wayfinding
PDF Documentation
Clothing


Measurements can be put in place to determine the effectiveness of the materials, enabling any necessary updating or developments to be planned accordingly.



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To view the above as an infographic please open PDF .


View examples of Design Work