We don’t generally have a fixed process that every client gets force-fed.
All products are different, live in different sectors and have different stories to tell, but our process does involve several important stages.
Planning to fail? We doubt it, so research is crucial in product branding projects. This can be desk-based, done via a specialist research partner or even more in-depth with focus groups and interviews.
Budget is most often the thing that determines the best route for your product, but without even the briefest amount of research, we’re designing blind and creative decisions can end up being based on personal preference rather than research-based information.
The research has given us insight into your market, where they hang out, what they say and what ‘like’. Strategically led product branding projects use this stage to bring all this information together and make sense of it all.
The carves out the answers to the who, what, why types of question and helps to form the brief for the creative stages and maps out the desired outcomes.
Yes. The fun bit. Often clients are very eager to get to this stage, but you can only have pudding once you’ve eaten your greens.
With the research and strategy in place, the creative stages of the project have direction, a sounding board on which to base decisions and something to sense-check all creative.
Our approach to creative work generally includes pads, pencils and a whole load of sketching out ideas. Unlike some agencies that decide internally what’s best and show you three options to ‘pick a winner’, we share everything but will guide you on our work and potential direction.
Whether working on a single product or branding a product line, our approach keeps the creative all about the idea and less about the final design until we’re ready for that.
This can be you, your team, friends, family or we can go back to the focus groups if we used them at the start.
Feedback helps us to refine and develop the initial creative work into more of a finalised product brand design.
This is where it starts to get real.
And this is where we need to achieve commitment from everyone involved – constructive and objective feedback helps us to ensure we are moving in the right direction to commit to the creative.