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Like: don’t have a long tag line. Don’t make logos complex. It might seem early in the process for those kind of thing but inevitable what happens is account, strat and other stakeholders start visualizing what the brand should be. if they do, it either becomes an up hill battle for design. Or it lays the foundation for a lack luster brand. Point being, don’t be scared of an integrated team through out the process
@strategy director 1 thanks for your answer
ugh i hate it when they do that. is there a CD involved? can you try and insert the creative team into the message brainstorming sessions?
Graphic designs? Early and often. They have brains ya know... not just pixel pushers
Do you report to anyone in these meetings?
If not, let them try to "nail the messaging", then do whatever you want with it.
Can you share how designers contributed during the process? I am trying to gather info and make a case for it.
If I had it my way the designer would be there from the beginning, or at least while building the platform. Unfortunately that’s not always the case due to resources and silos...
@Brand Strategist 1
^^ - can u help sharing some experiences? See message above. I am talking specifically about the messaging round. How did designer step in and made a difference? Mood boards, prototypes, just by verbally expressing theirs ideas? No right or wrong, just want to have a sense on other people experiences. Thanks!
Designer pulling competitive analysis. Best practice. Current trends. That can all help inform what the strategy should and shouldn’t be. If the design team’s skill extents outside of just graphic, information architecture and consumer mapping is invaluable in the designing of any system.
@Leo Burnett 1 sorry for the stupid question, but do you exactly mean by best practices? Best practices of what? Thanks
No, it’s not really helpful unless the designer is senior and very strategic. Same for creative. Upstream brand strategy is so abstract and there a lot of specialized knowledge most executional people just don’t have
@straegy director 1 who is the room then? Thanks
Should be senior marketers, strategy team and probably some research people. That’s about it.
If we’re talking identity/rebrand then you’d want your senior id folks there as well.
And I’m not intrinsically against having designers there but it can become a problem from a resources perspective so in general being efficient upfront gives you more time to make the actual stuff on the back end