DESIGN FOLLOWS STRATEGY
Brands and products communicate on the basis of visual and tactile qualities, using information transmitted via a specific combination of shapes, colors, fonts, images and materials, with the result that people perceive a certain value, benefit, use or value for the item in question or simply desire it.
Strategic design is based on an analysis of brands and products. All the parameters are varied in order to trigger the desired emotions. This means that the feel of a company and the way it is positioned can be accentuated by means of strategic design.
It is important to recognize and exploit market potential. What is expected of the brand or product becomes clear if you conduct an in-depth analysis of the structure of the market and its trends, along with the social factors that impact on its target groups. The result is a comprehensive requirement profile which forms the basis of the design process.
The design process is the creative passion that understands the values deduced by the above analysis and translates them into a formal vocabulary, a corporate identity or visual brand values.
03. STYLE GUIDE
The results of the design process are compiled in a mission statement for the desired design. The style guide is instrumental in ensuring that the requisite design quality is maintained throughout. It is also the starting point for the natural evolution of the brand.
04. BRAND MANAGEMENT
As a rule, teams of creatives throughout the world either work with one brand or in product development. The aim is to maintain a consistent brand image so that nobody loses sight of the strategic objective. When globally networked designers are working together adjustments to any nationally divergent cultural requirements can be coordinated.