From strategy to brand experience: the creative phases that guide the Brand Identity Process
The phases of
a Brand Identity
Process
The complexity and variability brands are exposed to today, combined with the speed at which information is being consumed, require us to approach brand identity with a strategic and adaptable mindset keeping in mind its many various applications.
The following phases have proven essential across multiple projects and are an much needed part of the winning process we have repeated in most brand identity work:
- Discovery and Strategy
- Research Identity
- Design
- Experience
The Importance of the Discovery Phase as the Foundation of the Creative Process
The discovery phase is the first step in a brand identity process, whether it's a rebrand, refreshing an existing brand or a new identity for a company that is just being born.
This phase helps align the design team and client on a range of crucial topics for the project. Strategic themes such as Mission and Vision, Values, Market Analysis, and Target Audience are discussed, followed by a more creative analysis: Look and Feel, Brand Tone of Voice, etc. This phase lays the groundwork for all future decisions—both strategic and visual.
The Research Phase and the Directions to Explore
Once the guidelines are defined in the discovery phase, it’s time to translate them into a visual language. This inevitably involves a research phase, often the most complex, as it represents the first true creative challenge and idea selection.
In the projects we've worked on, we've often approached research by splitting it into three directions: from the most 'safe' to the most disruptive and unconventional, with a middle ground in between. This allows us to play with ideas, without dismissing those that may seem too extreme at first but could ultimately bring a unique and defining aurai to the brand.
It’s worth mentioning that the overwhelming amount of information available to us today can be both a blessing and a curse in this phase. We’re often tempted to rely on the easiest tools at hand, but sometimes it’s more stimulating and productive to step outside the obvious paths and ask unexpected questions in unexpected places.
Translating Strategy into Visual Design
Once the different directions have been explored, it’s time to develop them into visual languages that will shape the final identity. The strategy and research phases point the way forward—and what to avoid. At this point, the team has everything needed to begin the design phase. This means designing with the target audience, brand vision, tone of voice, and core values in mind. Three (or more) visual directions are usually developed. Each includes a color palette, typographic ideas, image use, patterns, and visual language. Every direction should always stay true to the original guidelines. Once a final direction is chosen hand in hand with the client, the team refines all the individual elements that will become the brand assets.
From Visual Direction to Logo – the First Step Toward the Rest of the Identity
Among the various elements presented, one key component is the logo. Choosing a logo involves both technical and more subjective considerations. As the brand's primary touchpoint, the logo should capture its essence without needing to literally describe what the brand does. Key factors in designing an effective logo include recognizability, memorability, adaptability, and legibility.
Giving Form, Space, and Life to the Brand Experience
Today, it’s impossible to think about branding the same way we did even five years ago. The real challenge now is engagement: Not intended as a buzzword, but meaning how the audience lives with the brand, how they share, experience, and embody it.
How they interact with it in a human way beyond fleeting and superficial encounters. In a complex and overwhelming world, where everybody is playing against everybody online, we aim at creating brands that will resonate with their audience, not everyone. The objective is to create their own niche that they can own and call theirs, no matter the industry landscape in which they are playing.
Conclusion
Regardless of the complexity of a project, the industry, or the number of variables a creative challenge may involve, having a solid process in place helps shape positive outcomes and results. There should always be space for creativity—and even for so-called "mistakes"—but following these phases ensures that standards are respected and maintained throughout the journey.
