Research & Insights
We comprehensively research the market, the competitors and the target audience as well as carrying out stakeholder interviews and focus groups. We work with clients to fully understand their business or product and their objectives for the brand. We harness this research to position the brand correctly within the marketplace and to focus brand messages both internally and externally. This research is taken forward to inform the brand strategy and ultimately to establish the brand’s visual identity.
The brand strategy is a plan created to include medium and long term goals for both the creation and execution of the brand over time. It defines both positioning and purpose, and influences the visual and non visual elements of the brand to ensure it is identifiable, differentiated and compelling. Creating an overarching strategy allows us to set principles for consistency and authenticity for all brand execution including messaging.
A unified brand identity is crucial for any company of any size in order to present a cohesive image of itself to the world. We create the entire support system of the brand’s logo, colour palette, imagery, visual language and typography, to ensure that the identity is unique and coherent. This can also extend to product or company naming as well as packaging design.
As companies evolve, their objectives change, their positioning is refined, they progress to tackle new markets, there may be elements of their image they are ready to change. Our role is to understand what factors are driving the change and to identify competitive differentiators, through research and the construction of a rebrand blueprint. We will then consider which elements of the current brand should be protected and move forward with a refreshed brand identity and communications strategy.