Brief in hand, we immerse ourselves completely, analysing the brand and the competition to define an identity benchmark. Design-thinking tools, from persona-building to free association and plotting customer journeys, are employed in intense brainstorming. The output: a strategic brand positioning statement, including the target audience persona, benefits and values, to arrive at the identity brief.

Springboarding from the strategic Engage stage to the more freewheeling Ideate, free-listing and discussions in small groups explore alternate routes true to the positioning. This is like a scrum, and ideation without limits or boundaries is encouraged. All groups present visual ideas and the best ones are shortlisted for execution.

All shortlisted options are developed into a complete visual identity kit, which comprises all brand assets (the brand-mark, font families, colour palettes, signature graphics, etc.). These are then validated for adaptation across media, physical and digital. At this stage, ideas may be rejected before final options are presented to the client.