brand development
(from research to positioning to concepting to finished work)
A brand is the promise of an experience and it's a promise that is kept (or not) every time someone interacts with it. A brand must be intentionally crafted, diligently protected, faithfully applied, and consistently tended to before it can be understood and widely established.
​
Some of my work in developing/defining new brands or better articulating existing ones can be seen in the gallery below. If my experience in this area can help your company, contact me today.
browse
... this chart represents the conversion stages through which the target audience progresses in becoming a client or customer
... these 'bullseye' charts help me organize and understand how the brand is perceived and used both by internal stakeholders and by the target audience
... Kapferer’s brand identity model
... these charts help organize information about the competition and how they deliver benefits that we have found are important to the target audience of the brand we are positioning
... In order to move from concept to creative, it is necessary to consider different possible looks & feels for a brand. When doing this, I both write copy and pull images to put together concept boards. This image shows the positioning we landed on for the Insignia C by Caskata brand.
... Visual concept board for Insignia C by Caskata
... once the positioning and creative strategy is determined, applying the thinking and look and feel to materials is logical. This is introductory print advertising for the new Insignia C line.
... and email, product care card and postcard for the brand.
... this document consolidates our findings and recommendations and is the foundation of branding efforts - depending on the size of the project or client, I have prepared much more abbreviated versions of this ... click "go to link" in the gallery to view the full PDF
... following the development of a logo system, it is important to document proper usage so that the communication efficacy is not diluted over time ... click "go to link" in the gallery to view the full PDF
... Vistaprint wanted materials to communicate its new customer service initiative to employees. I looked at various messaging strategies to motivate employees to implement the "V2C" program ...
... Vistaprint wanted materials to communicate its new customer service initiative to employees. I looked at various messaging strategies to motivate employees to implement the "V2C" program ...