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From Kickoff To First Concept: How To Turn Brand Strategy Into Visual Direction
TL;DR
Branding projects often fail due to undefined strategic terms, leading to misalignment between brand communication and design expectations. By engaging stakeholders to clarify these terms, designers can create more effective visual concepts.
✦ Why It Matters
Engage stakeholders early in the design process to clarify brand terms and avoid misalignment.
Key Takeaways
- Define brand attributes clearly to guide design decisions.
- Use workshops to uncover hidden assumptions among stakeholders.
- Translate brand ideas into specific visual principles.
- Establish early design directions to avoid misinterpretation.
How It Works
The pre-concept phase involves structured workshops where stakeholders answer targeted questions to clarify brand perceptions. Exercises like Competitor Perception Mapping visually represent how stakeholders view the competitive landscape, while the Visual Brand Driver helps translate abstract ideas into concrete visual metaphors.