Creating powerful global brands
It’s fascinating to see that the most inspirational and ground breaking brands in the world are not created by strategists, moreover, strategists help the creative see the target, however it is the magic ingredient when a designer manages to create something special.
Of course without a focused brand strategy what could look like good design can miss the target completely, so in reality the two work hand in hand, the strategy building the foundations and then knowledge, then taken on by the design team to create a brand that is exceptional in every way. Something we always do is revert back to the strategy while working through the brand creation phase, this allows us to keep double checking that we are sticking with the opportunity that the strategy has identified, however it also allows us to revisit the strategy to make sure we haven’t missed something that has been identified during the creative exploration phase.
