1. UNDERSTAND THE CONTEXT

Define and understand the target audience:

its wants, needs, desires. Define the offering.

Analyze the competition to find opportunities

for differentiation.

MARKET RESEARCH
POSITIONING
CONCEPT DEVELOPMENT
IDEATION
BRAND EXPANSION
PRODUCT DEVELOPMENT
ADVERTISING

2. DEFINE THE PROMISE

Clearly articulate core values for the brand.

Stake a claim that's relevant and differentiating

for the target audience. Ensure it's credible

and sustainable for the offering.

NAMING
CORPORATE IDENTITY
PRODUCT DEVELOPMENT

3. CREATE THE EXPERIENCE

Deliver the promise through the brand

experience. Integrate every aspect

of the brand expression. Use the power

of design to evoke emotional responses.

BRAND COMMUNICATION
DESIGN
MERCHANDISING
MULTIMEDIA
PACKAGING
ILLUSTRATION

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