agIdeas is an annual International Design Week. Each year agIdeas brings 40 internationally acclaimed creative people to Melbourne, those who have pushed the boundaries and excelled in their area of creativity.
No. 3 | Truly Deeply [website]
If you are a recent graduate or student you got to visit a design studio to ask questions and get a feel for the 'real' world of design. My studio was Truly Deeply.
Their work is amazing and I am super glad I got to visit these guys. Truly Deeply focuses on branding and strategy, something I haven't really considered before.
They have four key considerations when they get a new project (as paraphrased by me):
- Insight - Get to know the business: spend time with the client/business and work out exactly who they are and what their brand is. A brand is the essence, what someone remembers about you.
- Define - A lot of the time a business doesn't know exactly who they are, especially when they are coming to you for a re-brand. Use what you learnt about them and define it for the business in a succinct document that states their brand essence and business purpose - this will be the brand strategy.
- Design - Use all this information and design something based on it. When you use the strategy based on the insight and definition of a business for decision making and inspiration, you can then come up with a really strong solution.
- Activate - This is about rolling out the design - think about all the different ways you can enhance the brand and portray their essence.
Something I particularly found interesting was this: The strategy is not the excuse to a design, it's the driving force - the reason you make the decisions you do.
Having a strategy behind a brand is so important and unfortunately it's not something I was taught to think about at uni. You can't just come up with a super amazing design and then argue that because it looks amazing, it will work. You have to design from a logical and informed place. Only then will a design work properly.
No comments:
Post a Comment