Creative & Brand
We all know our Coca-Cola from our Google, or our Nike from our Facebook.
Why? Brand. Each has a brand so strong and so consistently applied that they have become synonymous with modern life. Think about it: we don't use search engines anymore, we 'Google'; we don't email someone, we 'Facebook' them.
According to writer and entrepreneur Seth Godin, a brand is "the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another."
No matter how large or small you are, brand matters. But, a brand is just a logo, right? Nope. It's so much more than that.
Think of a pebble dropped into a lake. The initial splash is your logo and, without it, nothing much else happens. But, the ripples that follow are what help you to build and grow your brand. The first ripple represents your marketing and communications materials – the resources that reinforce your brand identity. The second ripple represents your brand experience – how customers respond and interact with your business. How customers perceive your brand will be affected by your choices on photography style, tone of voice, social media usage, even the internal values by which you and your employees operate.
Brand doesn't have to be complicated – think of the Nike swoosh, or Apple's apple – but it does have to be consistent. Consistency drives credibility, which drives loyalty.
Our creative director has worked with all sorts of fascinating brands, from international non-profit foundations to global hotel chains. Check out our Creative & Brand page in The Lab to see some examples of his work.
We are as comfortable working with existing brands and their guidelines as we are with start-up businesses that are just beginning to think about their brand development.
We start by understanding what makes you tick – everything from your unique selling point, business ethos, your perfect customer and your competitors – in order to build a picture of where your business sits in your market. From there, we kick off the logo development process with a selection of concepts that we then begin to refine and pare down until we reach a final design that you are happy with. Along the way, we consider and advise on colour palettes, fonts and styling that will both complement the logo design and, crucially, form the foundations of your brand guidelines. We take a very collaborative approach to our design process and we will work with you step-by-step to create a brand that you love.
Your brand says a lot about you. Make sure that it's saying the right things.