There is sheer power in a strategically crafted master brand. Not only can it be used as a guide for all your brand communications, but the brand intelligence invested in it can be leveraged to completely transform your business. The purpose of a strategic branding program is to meaningfully, logically and visually communicate your brand’s offer, ultimately driving profitability. (more…)
Design’s natural order
Chantal Omodiagbe investigates the value of design’s non-intentional outcomes, challenging conventional practice and embracing creativity’s natural order.
By definition commercial design is a considered process where ideas are constructed then visualised by combining both creative and intellectual thinking. Design is necessarily intentional. It is most usually steered by project briefs, driven by business goals, and ultimately tested against client objectives. But could design be ‘non-intentional’ and what kind of design might result from such a practice?