Create a "BIG IDEA"

DEVELOPING A STRATEGY IS THE FOUNDATION THAT UNIFIES THE "BIG IDEA" TO GUIDE THE DESIGN PROCESS AND PRODUCTION OF PRINT, MULTIMEDIA AND WEB. 

 

Checklist for getting started:

  1. What is the function of the design?
  2. What is its purpose?
  3. What is its role in the greater marketing plan?
  4. Who is the audience?
  5. Where will it be seen and for how long?
  6. What spirit should be conveyed?
  7. What are the unique or common selling points of the product, service or organization?
  8. Where does it rank in the marketplace?
 
 
A big idea functions as an organizational totem pole around which strategy, behavior, actions and communications are aligned. These simply worded statements are used internally as a beacon of a distinctive culture and externally as a competitive advantage that helps consumers make choices.
— Alina Wheeler

    Good brands express feelings and emotions to connect with customers to fill "their" needs with three primary functions: Navigation, Reassurance and Engagement.

    Each project is an opportunity to expand growth and develop continuity between a brand + a product. The visual voice speaks with color, images, layout style and font personality.

     
     
    MAGNIFYING GLASS.jpg

    Navigation

    Helps customers choose from massive assortments available.

     
    REASSURANCE CUP.jpg

    Reassurance

    Communicates quality about the product or service and provides comfort in knowing they have made the right choice to meet their needs. 

     
     
    ENGAGEMENT.jpg
     

    Engagement

    By consistently using a distinct logo with color, imagery and language customers identify with the brand.

     
    A brand is an asset that needs to be protected, preserved and nurtured. Actively managing the asset requires a top down mandate and a bottom up understanding of why its important. The best companies provide their employees with tools that make it easy to be a brand champion. Building, protecting and enhancing the brand requires desire, and a disciplined approach to insure its integrity and relevance". 
    —Designing Brand Identity
     
     

    Creating visual solutions to UNIFY the brand, SIMPLIFY the message + AMPLIFY the results.

    Through years of experience as a creative director and hands-on graphic designer for business, nonprofit and government entities—successful brand development begins with clarifying the objectives to create a strategy and concept. ALL visual communication is functional. The concept is the design solution and primary idea providing a reason behind every choice.

    A good rule to keep, "If it doesn't serve a purpose, it is probably just taking up space".